From globalization to fragmentation – a new beginning in the international affaires

Registration of regional and local, or even traditional brands, are becoming in today's an increasingly met phenomenon on international market in small and midsize companies struggle to protect certain markets and products. While large companies that hold independent or group trademarks and brands pursuing gradual transition of that trademarks from the level of global brands to the levels of technological brands, regional brands or positioned trademark to cover limited parts of the market to sell more effectively. In this way we find a fierce battle between the trend of globalization of markets and the fragmentation of the product supply on the global market.