UPAYA KUBA DALAM MEMPERTAHANKAN HAK MEREK DAGANG KOMODITI UNGGULAN DARI AMERIKA SERIKAT (STUDI KASUS PADA MEREK DAGANG CERUTU COHIBA DAN RUM HAVANA CLUB)
| Main Author: | Rohman, Fathor |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/39764/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/39764/2/BAB%20I.pdf http://eprints.umm.ac.id/39764/3/BAB%202.pdf http://eprints.umm.ac.id/39764/4/BAB%203.pdf http://eprints.umm.ac.id/39764/5/BAB%204.pdf http://eprints.umm.ac.id/39764/ |
Daftar Isi:
- Cigars and Rum is one of the trade commodities that Cuba relies on to stabilize the economy. However, the product is claimed by the United States, thereby affecting the decline in domestic revenues. This has led to confusion from Cuba's declining economy every year due to the presence of two products in the market both from US and Cuban products. This study aims to analyze Cuba's motivation as an independent country that takes over the trademark as its flagship commodity by using dependency theory from Andre Gunder Frank. This theory explains about the exploitative conditions run by the developed countries to the detriment of developing countries. In addition, this study also uses the concept of Trade Mark Protection from Deven R. Desai and Spencer Waller which explains that the trademark protection system serves as a control in the market competition in order to create brand personality. The results of this study indicate that Havana Club and Cohiba are genuine Cuban products claimed by the United States that make Cuba try to maintain the product brand by legal means.