Own use of property rights

The basis for the own use of property rights is that the proprietor of the property rights is himself involved in market events as a market participant and his market position is secured or improved by building up suitable property rights positions.
By using the technical property rights of patents and utility models, the property rights proprietor can secure or develop his technological advantage over other competitors. As a result of the time-limited monopoly position for a certain technology, it is possible for the proprietor of the property rights to secure certain segments of the market before the competition and thereby pay for the expenditure for research and development. This is especially also important in the tender phase so that an advertising company does not copy the technological know-how contained in the tender without placing an order.

By suitable trademark protection it is possible to develop a company or product image which associatively links the business with the trademark proprietor. Design protection can assure competitive advantages against third parties gained by the development of an independent product design.

As a result, property rights are thus a marketing instrument with which the proprietor of the property rights can distance himself from his competitors in terms of technology, distinctive signs or design. This demarcation can be especially strengthened by suitable advertising with the property rights Patents and trademarks especially enjoy a high reputation in business and thus have a high advertising value. However, some rules should be observed in advertising using property rights, whose disregard can give rise to claims of third parties for unfair competition under certain circumstances.