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sind mehr als blo\u00dfe Bezeichnungen von Waren oder Dienstleistungen. Sie transportieren Werte, schaffen Wiedererkennbarkeit und st\u00e4rken die Kundenbindung. Als immaterielle Verm\u00f6genswerte k\u00f6nnen Marken erheblichen Unternehmenswert schaffen und dienen zugleich als strategisches Instrument, um Marktpositionen abzusichern und den Wettbewerb zu steuern. Die Entwicklung einer Marke ist nicht nur eine kreative, sondern auch eine strategisch-rechtliche Aufgabe. 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