Parasitizing on the Reputation of a Famous Brand: Problems of Qualification and Protection.

A brand is a valuable asset for any business. The most effective means of protecting a brand is to register it as a trademark. The problem of parasitizing on other people's brands is that subjects develop strategies that allow them to gain unjustified advantages by using the reputation of other people's brand. The purpose of the work is a comprehensive analysis of the means of suppression of parasitization on someone else's brand, development of proposals to improve the legal protection of brands from parasitization. To achieve the goal, the following tasks were performed: 1) the concept of brand in various aspects was analyzed; 2) the characteristics of legal protection of brand were considered; 3) the trademark as a tool to combat parasitization was analyzed; 4) unfair strategies in connection with the acquisition and use of the exclusive right to the trademark were analyzed; 5) the institute of unfair competition as a means of suppressing parasitization on someone else's brand was considered; 6) the issues of judicial and administrative practice were considered, and a number of factors reducing the effectiveness of the fight against parasitization were identified Based on the results of the study the ways of improving the legislation and law enforcement practice aimed at increasing the effectiveness of brand protection from parasitization are proposed.