The problem:
Virtual world users think that well-known businesses have no right to determine by whom and how brands or trademarks are used. However, real world laws also apply to virtual worlds and businesses can just as well pose legitimate claims against avatars (virtual characters) as against real people. The challenge for the businesses is to eliminate unauthorised transactions of trade names and brands. However, this is hard to put in practice and solutions have not yet been found. To fight against brand piracy, innovative solutions are needed.
The project:
In short: provide answers to the way we could approach the problem of unauthorised brand exploitation in virtual worlds.
Longer version: provide an analysis of the challenges facing brand owners and the solutions available to the protection of value in their business models. Incorporate in your analysis case studies of at least 3 virtual world sites where issues of brand identity are relevant.
The research question:
How should owners of well-known brands seek to preserve value (=to preserve profit) in these assets (=the trademark identity of the brand(s)) in virtual worlds?
Subassignments to answer the research question:
a. Identify and discuss the relationship between brands and business models in generating value. In particular, explain both the business and legal conception of brand identity.
b. Explain the challenges posed by virtual worlds for the traditional business model.
c. Examine the role of Trade Mark Law and End of User Policies, as they are described on sites like Second Life.
d. Describe the types of unauthorised use of well-known marks and analyse their significance for the way brand identity is evolving.
e. Perform a case study on brand identity issues in the following virtual worlds:
-Second Life
-Entropia Universe
-There.com
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