Jomantara International Journal of Art and Culture
Vol 2 No 2 (2022): Vol. 2 No. 2 July 2022

Brand Dilution: An Analysis of The IKEA Versus IKEMA Dispute

Syahroni Syahroni (Universitas Islam Bandung)
harits numan (Universitas Islam Bandung)
Dini Dewi Heniarti (Universitas Islam Bandung)

Article Info

Publish Date
30 Jul 2022

Abstract

This study is aimed to provide a different analysis related to dispute of trademark or brand of IKEA against Ikema. IKEA in the Judicial Review Verdict of Indonesia Supreme Court of (Peninjauan Kembali Mahkamah Agung), was asserted not having similarity with Ikema. On the other hand, the author views this case is potentially presumed as as a dilution case. Regarding this, the analysis employs theory that proposed by Shuy (2002) to uncover the identical similarity between the two trademarks. Graphemic and Phonetic analysis are used to establish the feature similarity, for analysis of public perception upon the both trademarks, psycholinguistic has been practiced. The result is the both trademarks are similar in terms of dilution. Keywords: dispute, dilution, linguistic analysis

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Journal Info
Jomantara International Journal of Art and Culture
Website

Abbrev

jomantara

Publisher

Universitas Pasundan

Subject

Arts Humanities Languange, Linguistic, Communication & Media Social Sciences Other

Description

Journal Jomantara is a peer reviewed International e-Journal written in English. It is published in two issues per year (January and July). The purpose of the journal is to bring a wide spectrum of participants to disseminate research findings of academicians, national and local government units, ...