Produktové pirátství značek (a jeho dopad na duševní vlastnictví)

This bachelor thesis deals with brand piracy which is very extended term these days. The main purpose of this thesis is to refer to this issue, and to evaluate impacts on intellectual property of cheated original companies, and how much are also other market participants influenced. The other intention is a presentation of five concrete cases that are written by instrumental study case form, where it is important to understand the theoretical questions, that are described in the theoretical part of this thesis. This bachelor thesis is divided into a theoretical and a practical part. In the first chapter of the theoretical part, there will be described general information about brand policy. Brand is very important and valuable criteria, which significantly influences purchase and consumer behaviour and the product pirates are truly aware of that. The theoretical part of this thesis also focuses on the global piracy typical attributes, which are characteristic and common for most of real cases. The second part of this thesis is basically oriented on terms that are connected to the topic of the intellectual property and the patent law. In the third part, especially in the practical one, there are mentioned five different practical (real) cases of brand piracy that happened in the past. These cases will be described in detail and briefly analysed afterwards. Conclusion then includes general summarization, realized findings and some own suggestions that could be helpful by solving this brand piracy issue.