Načela i elementi firme u funkciji njene zaštite na internetu
Principles and elements of business name aimed at its protection on the internet

Summary/Abstract: Business name is noted by everybody, both those seeking for what it stands for and those that have no interest in it. These are people of varied abilities and education. For this reason, business name should be recognizable for a broad range of people encountering it, from the less educated to specialists. Whenever a person encounters a new business name, his/her perception includes comparison or association with a sign that is similar to it and that he/she already has in the memory. Consequently, the business name should be articulated in a way that it differentiates itself from others. The paper is aimed at proving that there is nothing new in terms of principles and elements of business names in cyber space compared to the solutions in the pre-Internet age. Technology developments during the 20th century had a significant impact on the change in global circumstances, scope and manner of the business name presence. The basic hypothesis is that nothing pertaining to principles and elements of business name can be changed in these new circumstances; however, issues of business name presentation and protection gain a number of new contents. A comprehensive and clear insight into principles and elements of business name serving to protect it, in the general sense of these terms, is a pre-requisite for understanding and protecting a business name on the Internet.

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