Improvement and systematization of new approaches to conducting sociological research on trademarks
Abstract
The article examines contemporary approaches to sociological research as an evidence base regarding the lawful use of trademarks that are confusingly similar in the Russian context. The aim of the study is to systematize and classify new methods applied in the study of trademarks, taking into account their theoretical foundations, data collection, and analysis techniques. A typology of approaches is proposed, including digital methods, big data analysis, visual and network techniques, narrative analysis, and mixed methods. The strengths and weaknesses of each existing approach are described in terms of their applicability to the study of the trademark phenomenon. The conclusion emphasizes the necessity of integrating various approaches to obtain a comprehensive understanding of the processes of using means of individualization in the context of society’s digitalization, as well as the need to develop unified methodological guidelines for conducting sociological research aimed at confirming or refuting the use of trademarks that are confusingly similar.
About the Authors
O. P. Neretin
Federal Institute of Industrial Property
Russian Federation
Russian Federation
Oleg P. Neretin, Dr. Sci. (Economics), Director
Moscow, Berezhkovskaya emb., 30, bld. 1
M. G. Ivanova
Federal Institute of Industrial Property
Russian Federation
Russian Federation
Marina G. Ivanova, Dr. Sci. (Sociology), Associate professor, Leading Researcher at the Scientific and Educational Center
Moscow, Berezhkovskaya emb., 30, bld. 1
E. G. Tsareva
Federal Institute of Industrial Property
Russian Federation
Russian Federation
Elena G. Tsareva, Senior Researcher, Deputy head of the Center for Organization of Scientific Activities
Moscow, Berezhkovskaya emb., 30, bld. 1
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Review
For citations:
Neretin O.P., Ivanova M.G., Tsareva E.G. Improvement and systematization of new approaches to conducting sociological research on trademarks. Bulletin of Federal institute of industrial property. 2025;4(4):334–343. (In Russ.)
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