{"id":42671,"date":"2021-05-26T10:31:31","date_gmt":"2021-05-26T08:31:31","guid":{"rendered":"https:\/\/harlander-partner.eu\/pravo-ochrannych-znamok\/funkcie-znacky\/"},"modified":"2025-11-25T10:00:40","modified_gmt":"2025-11-25T09:00:40","slug":"funkcie-znacky","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/sk\/pravo-ochrannych-znamok\/funkcie-znacky\/","title":{"rendered":"Funkcie zna\u010dky"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Funkcie zna\u010dky<\/h2><ul><li><a href=\"#h-funktionen-der-marke\" data-level=\"2\">Funkcie zna\u010dky<\/a><\/li><li><a href=\"#h-herkunftsfunktion-kennzeichnungsfunktion\" data-level=\"2\">Funkcia p\u00f4vodu, funkcia ozna\u010dovania<\/a><\/li><li><a href=\"#h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\" data-level=\"2\">Funkcia kvality, funkcia z\u00e1ruky, funkcia d\u00f4very<\/a><\/li><li><a href=\"#h-kommunikationsfunktion-und-informationsfunktion\" data-level=\"2\">Komunika\u010dn\u00e1 funkcia a informa\u010dn\u00e1 funkcia<\/a><\/li><li><a href=\"#h-werbefunktion\" data-level=\"2\">Reklamn\u00e1 funkcia<\/a><\/li><\/ul><\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-funktionen-der-marke\">Funkcie zna\u010dky<\/h2>\n\n<p class=\"wp-block-paragraph\">Pre spolo\u010dnos\u0165 je zna\u010dka ozna\u010den\u00edm, ktor\u00e9 ju odli\u0161uje od in\u00fdch spolo\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odl\u00ed\u0161i\u0165 sa od konkurentov. Spotrebite\u013eom zna\u010dky pom\u00e1haj\u00fa orientova\u0165 sa na trhu. Ale nielen to. Zna\u010dka sp\u00e1ja mno\u017estvo funkci\u00ed.    <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-herkunftsfunktion-kennzeichnungsfunktion\">Funkcia p\u00f4vodu, funkcia ozna\u010dovania<\/h2>\n\n<p class=\"wp-block-paragraph\">P\u00f4vodn\u00e1 my\u0161lienka zn\u00e1mkov\u00e9ho pr\u00e1va spo\u010d\u00edva v tom, \u017ee zna\u010dka poskytuje inform\u00e1ciu o v\u00fdrobcovi, teda o p\u00f4vode tovaru alebo slu\u017eby.<\/p>\n\n<p class=\"wp-block-paragraph\">Toto sa nesmie ch\u00e1pa\u0165 pr\u00edli\u0161 doslovne. \u010casto sa n\u00e1zov spolo\u010dnosti majite\u013ea ochrannej zn\u00e1mky \u00faplne l\u00ed\u0161i od zna\u010dky, ktorou s\u00fa tovary alebo slu\u017eby ozna\u010den\u00e9. To je napr\u00edklad aj pr\u00edpad multibrandovej strat\u00e9gie, ke\u010f majite\u013e ochrannej zn\u00e1mky chce vyvola\u0165 dojem rozmanitosti ponuky t\u00fdm, \u017ee pon\u00faka svoje produkty pod r\u00f4znymi zna\u010dkami.  <\/p>\n\n<p class=\"wp-block-paragraph\">Funkcia p\u00f4vodu sa preto nemus\u00ed vz\u0165ahova\u0165 na majite\u013ea ochrannej zn\u00e1mky, ktor\u00e9ho spolo\u010dnos\u0165 pozn\u00e1 za ur\u010dit\u00fdch okolnost\u00ed len m\u00e1lokto. Sta\u010d\u00ed, ak s\u00fa tovary alebo slu\u017eby vn\u00edman\u00e9 ako patriace k jednej zna\u010dke. Zna\u010dka teda ozna\u010duje s\u00favisiace slu\u017eby a pom\u00e1ha ich odl\u00ed\u0161i\u0165 od in\u00fdch tovarov a slu\u017eieb.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-qualitatsfunktion-garantiefunktion-vertrauensfunktion\">Funkcia kvality, funkcia z\u00e1ruky, funkcia d\u00f4very<\/h2>\n\n<p class=\"wp-block-paragraph\">Na z\u00e1klade\nsk\u00fasenost\u00ed z\u00e1kazn\u00edkov s tovarmi alebo slu\u017ebami zna\u010dky si z\u00e1kazn\u00edci sp\u00e1jaj\u00fa\nso zna\u010dkou ur\u010dit\u00fa \u00farove\u0148 kvality a d\u00f4veruj\u00fa, \u017ee\nt\u00fato kvalitu n\u00e1jdu aj v in\u00fdch tovaroch alebo slu\u017eb\u00e1ch tej istej zna\u010dky\n.<\/p>\n\n<p class=\"wp-block-paragraph\">Na t\u00fato funkciu z\u00e1ruky st\u00e1lej kvality sa napr\u00edklad ve\u013emi spoliehaj\u00fa obchodn\u00e9 zna\u010dky diskontn\u00fdch re\u0165azcov. Tie s\u00fa spravidla lacnej\u0161ie ako dobre zaveden\u00e9 zna\u010dky, no pod\u013ea dod\u00e1vate\u013ea s\u00fa rovnako vysokej kvality. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kommunikationsfunktion-und-informationsfunktion\">Komunika\u010dn\u00e1 funkcia a informa\u010dn\u00e1 funkcia<\/h2>\n\n<p class=\"wp-block-paragraph\">Zna\u010dka p\u00f4sob\u00ed aj ako komunika\u010dn\u00fd kan\u00e1l k z\u00e1kazn\u00edkovi. Dobre navrhnut\u00e9 zna\u010dky pren\u00e1\u0161aj\u00fa z\u00e1kazn\u00edkovi r\u00f4znorod\u00e9 inform\u00e1cie. Z\u00e1kazn\u00edk potom u\u017e pod\u013ea dizajnu loga a vybavenia produktu rozpozn\u00e1, \u010di je tento produkt n\u00edzko- alebo vysokocenov\u00fd.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-werbefunktion\">Reklamn\u00e1 funkcia<\/h2>\n\n<p class=\"wp-block-paragraph\">V\u0161etky tieto funkcie sa spolo\u010dne sp\u00e1jaj\u00fa v takzvanej reklamnej funkcii, teda v (d\u00fafajme pozit\u00edvnom) vplyve zna\u010dky na osloven\u00e9 cie\u013eov\u00e9 skupiny.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia\"><span class=\"mr-cta-link-normal\">Vyberte si preferovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00e1 konzult\u00e1cia<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"Funkcie zna\u010dky Pre spolo\u010dnos\u0165 je zna\u010dka ozna\u010den\u00edm, ktor\u00e9 ju odli\u0161uje od in\u00fdch spolo\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odl\u00ed\u0161i\u0165 sa od konkurentov. Spotrebite\u013eom zna\u010dky pom\u00e1haj\u00fa orientova\u0165 sa na trhu. Ale nielen to. Zna\u010dka &#8230;","protected":false},"author":1,"featured_media":0,"parent":42429,"menu_order":68,"comment_status":"open","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[792],"tags":[],"class_list":["post-42671","page","type-page","status-publish","hentry","category-pravo-ochrannych-znamok"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/sk\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Funkcie zna\u010dky Pre spolo\u010dnos\u0165 je zna\u010dka ozna\u010den\u00edm, ktor\u00e9 ju odli\u0161uje od in\u00fdch spolo\u010dnost\u00ed. Zna\u010dka umo\u017e\u0148uje odl\u00ed\u0161i\u0165 sa od konkurentov. Spotrebite\u013eom zna\u010dky pom\u00e1haj\u00fa orientova\u0165 sa na trhu. Ale nielen to. Zna\u010dka ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/42671","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/comments?post=42671"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/42671\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/pages\/42429"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/media?parent=42671"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/categories?post=42671"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/sk\/wp-json\/wp\/v2\/tags?post=42671"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}