Legal Protection of Trademarks Loveana Beauty at Diana Spa Salon

Abstract

This research aims to discuss arrangements for legal protection of the Loveana Beauty trademark in positive law in Indonesia, and the challenges and efforts faced by the Loveana Beauty trademark in maintaining and protecting its rights amidst increasingly fierce business competition. The method used in this research is empirical normative legal research using a statutory approach, a conceptual approach and a sociological approach. Data collection techniques were carried out using document study techniques and interview techniques. Based on the research results, it is known that the legal protection regulations for the Loveana Beauty trademark in positive law in Indonesia refer to the legal basis for trademark regulation, namely Law Number 20 of 2016 concerning Trademarks and Geographical Indications, namely by registering a trademark, in order to provide legal certainty by grant rights based on the provisions regulated in the Law. One of the challenges faced by Loveana Beauty running a business in the world of beauty means understanding customer needs, in terms of meeting or adapting different customer needs. Then the efforts made to maintain and protect their rights in the midst of increasingly fierce business competition include registering trademarks, developing marketing strategies, product and service innovation, building relationships with customers, and taking a proactive approach to unhealthy competition.