Analysis about Trends of the Acquisition Purpose and the Utilization of University Trademarks Focusing on University Business

Abstract

As the environment surrounding universities is changing drastically, there is an increasing need for universities to build a university brand. Trademarks are the basis of a brand strategy, so they can be used to strengthen or protect a brand.

In order to acquire a trademark right, it is necessary to determine not only the trademark but also the designated goods or the designated services. However, because university business is stipulated by law, universities cannot perform non-university business. Therefore, we attempted to analyze the purpose of acquiring the university trademark and the tendency of its utilization when the designated goods and the designated services are university business and non-university business.