Fake or Genius: The Analysis of Innovativeness in Trademark Idea Generation


อ.ดร.วิเชียร ลัทธิพงศ์พันธ์


6th Global Conference on Business and Social Sciences


Particularly in trademark communication design, it is quite challenging for visual designers to generate an anticipated corporate trademark which is unique, recognizable, and serviceable. Appealing symbolic codes of leading businesses such as shapes, sizes, and colors are often identical in infamous businesses’ trademarks. This therefore leads to a lawsuit on violating others’ intellectual property right. Though, trademark infringement which is not new has become a hot issue particularly in the developing countries in Asia. In 2013, Starbung Coffee-the local Thai street vendor-was sued by Starbucks Coffee Company over violating its trademark. The global coffee house insists that Starbung Coffee’s trademark was too comparable to its trademark. This created a confusion to its customers in which they thought Starbung Coffee is part of Starbucks Coffee. This study aims to highlighting thinking systems and thought ingredients are crucial factors that link to degrees of innovativeness in a given trademark design. Starbung Coffee’s trademark was analyzed through semiology. Relevant documents and in-depth interview data were also examined. Summary, the implication of this study is that trademark designers must therefore have a capability to counterbalance between utilizing creative and critical thinking systems and the employing new and existing knowledge in idea generation processes in order to prevent trademark infringement issues at all costs.

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