Harsh Rautela, Law College Dehradun, Uttaranchal University, Dehradun, India
Hadiya Khan, Assistant Professor, Law College Dehradun, Uttaranchal University, Dehradun, India
ABSTRACT
This study looks at the important role that trademark law plays in both offline and online retail environments, comparing and contrasting how it is applied in both. To give brand rights owners legal protection in the new world of AI, it is important to carefully consider both the advantages and disadvantages of brand rights in media. Businesses need trademarks to protect their brand name, avoid customer misunderstandings, and maintain the integrity of the retail industry. Trademarks are essential to prevent infringement, build customer trust, and identify authentic items from counterfeits on online platforms such as e-commerce websites. Similarly, trademarks are used in physical retail settings to denote legitimacy, differentiate businesses from competitors, and maintain customer trust. This preserves the uniqueness of the store environment and helps customers avoid misunderstandings. The study highlights the importance of trademarks in influencing the dynamics of the retail ecosystem, both online and offline, by discussing multiple uses such as brand protection, customer perception, market positioning and legal enforcement. This study provides insight into the core ideas of trademark law and their applications by examining the complimentary functions that trademarks play in these different retail contexts.
Keywords: AI (artificial intelligence), e-commerce
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