Legal approaches in supporting the valued brands of individuals in the issue of intellectual property infringement and neglect with an emphasis on the legal analysis of brand value

It is not easy to protect the brand in the matter of violating and ignoring the intellectual rights of the owners or owners of such assets; Because normally, various laws and regulations protect brands against "infringement" that have been registered before; Also, in order to estimate the amount of damage caused to brand owners, determining the value of the brand as well as its pricing in financial terms is an undeniable necessity in the judicial procedure of the courts. Therefore, in determining the amount of damages, the judicial authorities need to know the value of the brand. The complexity of the discussion here is that the evaluation itself is not easy either; Because brand value can represent major strategic benefits for intellectual rights owners; It is possible that "brand value" can potentially lead to the identification of its weaknesses and strengths compared to other estimated business competitors. Thus, different laws and regulations have not adopted the same position regarding the protection of brands. The findings of this research, which were compiled using descriptive analytical method and library method, showed that brands as an intangible non-objective asset that are evaluated with legal index need indicators in the issue of legal protection. Some legal systems have set conditions to protect brands; including brand registration according to international standards and its valuation; Some have responded to any violation of intellectual rights related to brands by determining punishment or compensation (civil liability) regardless of the precondition.