Glosario de Marca

 

 

7

Mg E `d Ecca assg grrffa a ` d M grrh hg g 

Pamg`a, trg`uhf`a y g`gptg`a `d Lrgk`Hbgkkdc.ham pgrg usa dxhcusfvgmdktd ghg`æmfha. Hursa Edrdkhfg `d Mgrhg. @dpgrtgmdkta `d Mdrhg`da Tkfvdrsf`g` DGOFP

Grmakfzghføk `d cg mgrhg.  (Lrgk` Bgrmakfsgtfak) Gsdeurgr qud ta`as cas pra`uhtas dk uk rgkea `d mgrhgs dk pgrtfhucgr tdkegk uk kamlrd haksfstdktd, f`dktf`g` vfsugc, d f`dgcmdktd, pasfhfakgmfdkta dk mdrhg`as edaerçofhas a `d pra`uhtas/sdrvfhfas. Grquftdhturg `d mgrhg. (Lrgk` Grhbftdhturd) Høma ukg aregkfzghføk dstruhturg y kamlrg cgs mgrhgs `dktra `d su partgoacfa. Bgy trds tfpas prfkhfpgcds `dc sfstdmg `d grquftdhturg `d mgrhgs: makacítfha , `ak`d dc kamlrd harpargtfva sd usg dk ta`as cas pra`uhtas y sdrvfhfas aordhf`as par ukg hampg÷íg9 rdprdsdktg`a , `ak`d ta`gs cgs sul mgrhgs   dstçk vfkhucg`gs g cg mgrhg harpargtfvg par md`fa `d rdprdsdktghfakds vdrlgcds a vfsugcds9 d fk`dpdk`fdktd   `ak`d cg mgrhg harpargtfvg apdrg mdrgmdktd hama ukg hampg÷íg bac`fke, y hg`g pra`uhta a sdrvfhfa tfdkd ukg mgrhg ,

fk`fvf`ugc pgrg su mdrhg`a aljdtfva.

Gsahfghfakds `d Mgrhg.  (Lrgk` Gssahfgtfaks) Xdktfmfdktas, hrddkhfgs y hakahfmfdktas qud cas haksumf`ards (hcfdktds) tfdkdk salrd cgs mgrhgs. Dstgs gsahfghfakds sak `drfvg`gs hama rdsuctg`a `d dxpdrfdkhfgs y `dldk sdr haksfstdktds hak dc pasfhfakgmfdkta `d cg mgrhg y cg lgsd `d cg `fodrdkhfghføk. Lfdkds.  (Eaa`s) ^ra`uhta haksfstdktd prd`amfkgktdmdktd `d vgcards tgkeflcds. Hgsf ta`as cas lfdkds, sfk dmlgrea, tfdkdk bgstg hfdrta pukta vgcards fktgkeflcds. Hgrghtdrístfhgs Hbgrghtdrfstfhs)

`dc Pa`gs

hcfdktd. (Hastumdr cgs hgrghtdrístfhgs y

ukg hampg֒g qud mdjar haktrfluydk g su bglfcf`g` pgrg hampdtfr.

Hampramfsa `d mgrhg. (Lrgk` hammftmdkt) Dc erg`a gc hugc uk hcfdktd ds hampramdtf`a hak ukg mgrhg `dtdrmfkg`g y dk cg qud pralglcdmdktd bgyg ukg rdhamprg a rdutfcfzghføk dk dc outura. Dc kfvdc `d hampramfsa fk`fhg dc erg`a dk dc hugc cg sfkhdrf`g` `dc hcfdktd `d cg mgrhg ds pratdef`g `d cas hampdtf`ards. Hakahfmfdkta `d mgrhg. (Gwgrdkdss) ^arhdktgjd `d cg palcghføk a mdrhg`a aljdtfva qud tfdkd hakahfmfdkta `d cg dxfstdkhfg `d ukg mgrhg a ukg hampg÷íg. Bgy `as hcgsds `d hakahfmfdkta: dspaktçkda , dc hugc mf`d dc parhdktgjd `d edktd qud mdkhfakg dspaktçkdgmdktd ukg mgrhg dk pgrtfhucgr hugk`a sd cd pf`d qud mdkhfakd mgrhgs `d hfdrtg hgtdearíg9 d fk`uhf`a , dc hugc mf`d dc parhdktgjd `d pdrsakgs qud rdhakahdk ukg mgrhg `ds`d ukg hgtdearíg dk pgrtfhucgr gc mamdkta `d mastrgrcd ukg cfstg.

@dhcgrghføk `d ^asfhfakgmfdkta.  (^asftfakfke Xtgtdmdkt) @dshrfphføk dshrftg `d cg pasfhføk qud `dsdg ahupgr ukg hampg÷íg prapfgmdktd, su pra`uhta a su mgrhg dk cg mdmarfg `d ukg gu`fdkhfg aljdtfva `dofkf`g. @dmaergoíg.  (@dmaergpbfhs) @dshrfphføk `d cas rgseas dxtdrkas qud hgrghtdrfzgk g uk erupa `d pdrsakgs, tgc hama d`g`, sdxa, kghfakgcf`g`, dstg`a hfvfc, d`uhghføk ahupghføk d fkerdsas. Cgs `dhfsfakds

hfrhukstgkhfgs `fstfkeuf`args, `fstfktfvgs, típfhgs a pdhucfgrds `d cas hcfdktds qud pud`dk sdr usg`gs dk cg sdemdktghføk `d mdrhg`a pgrg bglcgrcd g uk erupa `d cas hcfdktds `dc atra.

dk cg sdemdktghføk `d mdrhg`as dstçk ordhudktdmdktd lgsg`gs dk cg fkoarmghføk `dmaerçofhg.

Ha Mgkdja `d mgrhg. (Ha lrgk`fke) Tsa `d `as a mgs kamlrds `d mgrhgs hama sapartd `d uk kudva pra`uhta, sdrvfhfa a dmprdsg.

@dsvfghføk  (@fvdrsfak) Hugk`a uk pra`uhta edkufka ds vdk`f`a g uk hamprg`ar dk uk mdrhg`a /hgkgc y cudea rdvdk`f`a par dc mfsma hamprg`ar g atra mdrhg`a/hgkgc, sfk dc haksdktfmfdkta a gutarfzghføk `dc prapfdtgrfa `d cg mgrhg, pgrg gpravdhbgr cg sftughføk `d grlftrgjd `dc prdhfa, cg `dofkfhføk tgmlfæk gpcfhg g hamdrhfa pgrgcdca, mdrhg`a erfs a ghtfvf`g`ds `d mdrhg`a erfs.

Hacahg`ar `d tdk`dkhfgs . (Prdk`sdttdr) Gceufdk a gcea qud rampd uk ma`dca trg`fhfakgc a ukg rutfkg y egkg sdeufmfdkta `dlf`a g dcca. ¡Mgh ds uk djdmpca `d hacahghføk `d tdk`dkhfgs dk `fsd÷a tgkta qud gbarg dc mgtdrfgc `d aofhfkg vfdkd dk cas hacards ogmfcfgrds y dc dmpgqud trgscúhf`a `d ukg ¡Mgh. Hampdtdkhfgs Hrítfhgs. (Hard hampdtdkhfds) Xd rdofdrd g cgs hampdtdkhfgs y `dstrdzgs pgrtfhucgrds `d

@fodrdkhfghføk. 

(@foodrdktfgtfak)

`dmastrghføk

hgrghtdrístfhgs

`d

Hrdghføk úkfhgs

dk

a cas

 

  pra`uhtas `d ukg hampg÷íg a mgrhgs hampgrg`gs hak cg `d sus hampdtf`ards

<

@fodrdkhfg`ar. (@foodrdktfgtfar) Hugcqufdr hgrghtdrístfhg tgkeflcd d fktgkeflcd qud pud`d sdr usg`g pgrg `fstfkeufr uk pra`uhta a ukg hampg÷íg `d atras pra`uhtas y hampg÷ígs.

haktracg`gs tgcds hama dk cgs vdktgs gc `dtgccd, pulcfhf`g`, pra`uhtas/sdrvfhfas, sftfas wdl, dth. Gceukgs sak fkhaktracg`gs hama cas hamdktgrfas `d pdrfa`fstgs. Cgs mgrhgs oudrtds hrdhdk `ds`d dxpdrfdkhfgs haksfstdktds, cgs hugcds sd hamlfkgk pgrg oarmgr ukg dxpdrfdkhfg `d mgrhg hcgrg y `fodrdkhfg`g

@fshusføk `d Erupa (Eraup @fshussfak) (_dr Erupa Erupa

Dxtdksføk `d mgrhg.  (Lrgk` Dxtdksfak) Fkocudkhfgr

Oaha) @fsd÷a `d dmpgqud. (^ghigefke @dsfek) @fsd÷a `dc oarmgta `d uk dmpgqud y erçofhas pgrg cg mgrhg `d uk pra`uhta.

cas vgcardsy `d cg mgrhg pgrg fktra`uhfrcg dk kudvas mdrhg`as sdhtards.

Dquf`g` `d mgrhg. (Lrgk` Dqufty) Cg sumg `d ta`gs cgs hugcf`g`ds `fstfktfvgs `d ukg mgrhg, altdkf`g `d ta`as cas fkvacuhrg`as, qud rdsuctg dk uk hampramfsa pdrsakgc y `dmgk`g pgrg cg mgrhg9 dstas pdksgmfdktas y sdktfmfdktas `fodrdkhfg`ards bghdk qud cg mgrhg sdg vgcfasg y vgcarg`g.

Dxtdksføk `d mdrhg`a. (\accaut) ^rahdsa par dc hugc ukg hampg÷íg fktra`uhd uk kudva pra`uhta a sdrvfhfa g `fodrdktds mdrhg`as edaerçofhas a sdemdktas `d haksuma. Oukhfakgcf`g`.  (Oukhtfakgcfty) Ca qud uk pra`uhta bghd pgrg dc hamprg`ar y usugrfa9 cg utfcf`g` qud aordhd gc usugrfa9 ca qud æc a dccg pud`dk bghdr hak æstd.

Dsdkhfg `d mgrhg. (Lrgk` dssdkhd)Xak cgs pramdsgs `d mgrhg dxprdsg`gs dk cas tærmfkas mçs sfmpcds y sdkhfccas. ^ar djdmpca, _acva = sdeurf`g`9 GG = Hugrta sdrvfhfa `d Dmdredkhfg. Cgs dsdkhfgs `d

Egkgkhfgs `d mgrhg. (Lrgk` Dgrkfkes) ^grtfhfpghføk dk cg hgrtdrg `d uk kdeahfa prapfdtgrfa `d ukg mgrhg qud pud`d sdr gtrfluf`g dxhcusfvgmdktd g cg mgrhg

cgs mgrhgsouk`gmdktgc mçs pa`drasgs dstçk grrgfeg`gs dk ukg kdhdsf`g` `dc hcfdktd.

Mgkgedmdkt) Dsta Edrdkhfg prçhtfhgmdktd `d mgrhg. (Lrgk` dkvudcvd cas gspdhtas tgkeflcds d fktgkeflcds `d cg mgrhg. ^grg mgrhgs `d pra`uhtas cas tgkeflcds sak cas pra`uhtas dk sí mfsmas, dc dmpgqud, dc prdhfa, dth. ^grg cgs mgrhgs `d sdrvfhfa (vdr mgrhgs `d sdrvfhfa), cas tgkeflcds tfdkdk qud vdr hak cg dxpdrfdkhfg `d cas hcfdktds ‘sgtfsoghhføk tatgc, vdktgs gc `dtgccd, haktghta hak vdk`d`ards, dth. ^grg mgrhgs `d pra`uhtas, sdrvfhfas y harpargtfvgs, cas fktgkeflcds sak cas mfsmas y sd rdofdrdk g cas víkhucas dmahfakgcds rdsuctgktds `d cg dxpdrfdkhfg, f`dktf`g`, hamukfhghføk y `dc púlcfha, cas fktgkeflcds sak g`dmçs edrdkhfg`as víg mgkfpucghføk `d cg f`dktf`g`, bglfcf`g`ds `d hamukfhghføk y `dc pdrsakgc. Edrdkhfg `dc pa`dr `d mgrhg.   (^awdr Lrgk`fke) Dstrgtdefg dk cg hugc hg`g pra`uhta dk dc rgkea `d ukg hampg÷íg tfdkd su prapfa kamlrd `d mgrhg qud

Dstrgtdefg `d mgrhg. (Lrgk` Xtrgtdey) ^cgk pgrg dc `dsgrracca sfstdmçtfha `d ukg mgrhg qud cd pdrmftg hakahdr sus aljdtfvas hakvdkf`as. Cg dstrgtdefg `dld dstgr ouk`gmdktg`g dk cg vfsføk `d cg mgrhg y hak`uhf`g par cas prfkhfpfas `d `fodrdkhfghføk y dc fktdræs sastdkf`a `dc haksumf`ar. Cg dstrgtdefg `d mgrhg `dld fkocudkhfgr cg apdrghføk tatgc `dc kdeahfa pgrg gsdeurgr cas hampartgmfdktas `d ukg mgrhg søcf`g y sus dxpdrfdkhfgs. Dstrgtdefg `d Muctfmgrhgs/ Edrdkhfg `d Mgrhg Múctfpcd.   (Muctflrgk` Xtrgtdey/ Muctfpcd Lrgk`fke) Mdrhg`da `d `as a mçs pra`uhtas mutugmdktd hampdtdktds lgja `fodrdktds kamlrds `d mgrhg par ukg mfsmg`dsdg hampg÷íg. rgzøk pud`dfktdrkg sdr qud cg hampg÷íg hrdgrCghampdtdkhfg pgrg pramavdr cg dofhfdkhfg, a pgrg `fodrdkhfgr sus aodrtgs g `fodrdktds sdemdktas `d mdrhg`a, a sghgr uk mçxfma ifcamdtrgjd `d cgs mgrhgs dstglcdhf`gs qud bg g`qufrf`a. Hugk`a ukg hampg÷íg bg caerg`a ukg pgrtfhfpghføk `amfkgktd `dc mdrhg`a, cg dstrgtdefg muctfmgrhgs pud`d sdr su úkfhg aphføk pgrg fkhrdmdktgr cgs vdktgs gúk g`fhfakgcds sfk sghrfofhgr rdktglfcf`g`. ^ar djdmpca, Cdvdr Lratbdrs vdk`d `dtdredktds lgja cas kamlrds ^drsfc, Ama y Xuro9 Hg`lury vdk`d hbahacgtds lgja cas kamlrds @gfry Mfci, Laurkvfccd y Orutf gk` Kut9 Bdfkz vdk`d gcfmdktas dkcgtg`as lgja cas kamlrds Lgid` Ldgks, Xpgebdttf Baaps y Gcpbgldttf Xpgebdttf.

oukhfakg fk`dpdk`fdktdmdktd, sfk adcsus rdspgc`a `d cg mgrhg harpargtfvg `d cg hampg֒g atrgs mgrhgs `d pra`uhtas. Cg edrdkhfg `dc pa`dr `d mgrhg ds ukg dstrgtdefg `d rdhursa fktdksfva, `ds`d qud hg`g mgrhg `dld sdr hamdrhfgcmdktd pramahfakg`g y cdegcmdktd pratdef`g. Dstg dstrgtdefg ds usg`g prfkhfpgcmdktd par pra`uhtards `d lfdkds `d haksuma. Cas `dtdredktds `d Cdvdr y ^rahtdr gk` Egmlcd sak ludkas djdmpcas `d edrdkhfg `d pa`dr `d mgrhg.

Dxpdrfdkhfg `d mgrhg.  (Lrgk` Dxpdrfdkhd) Md`fas

Erupa Oaha. (Oahus Eraup) Pæhkfhg hugcftgtfvg `d

par hugcds ukg mgrhg ds hrdg`g dk cg mdktdsak `d cas casfkvacuhrg`as. Gceukgs dxpdrfdkhfgs

fkvdstfeghføk dk cg hugc ukcuegr erupakdutrgc `d gcrd`d`ar ahba pdrsakgs ds fkvftg`a g uk pgrg `fshutfr

Edstføk `d mgrhg. (Lrgk`fke) Xdcdhhfakgr y mdzhcgr gtrflutas tgkeflcds d fktgkeflcds pgrg `fodrdkhfgr dc pra`uhta, sdrvfhfa a harparghføk `d ukg mgkdrg gtrghtfvg, y sfekfofhgtfvg.

 

 

8

uk tdmg `g`a, par djdmpca bdrrgmfdktgs mgkugcds. Dc prfkhfpfa dk praouk`f`g` ds dc mfsma qud dc `d ukg dktrdvfstg, dxhdpta qud cgs `fkçmfhgs `d erupa gyu`gk g bghdr cg `fshusføk mçs gmpcfg. Cas erupas hugcftgtfvas pdrmftdk gc fkvdstfeg`ar dxgmfkgr `d mgkdrg mçs praouk`g dk çrdgs dspdhíofhgs `d fktdræs (par djdmpca, cg kgturgcdzg `dc hampramfsa hak ukg mgrhg). Dc rdsuctg`a gerdeg ukg tdxturg mçs rfhg gc dktdk`fmfdkta `d cg fkoarmghføk mçs gmpcfg (par

rdefstrg`as, a dk hfdrtgs hfrhukstgkhfgs salrd lfdkds y sdrvfhfas sfmfcgrds a `fsímfcds.

djdmpca, cg hugc pud`d Pgmlfæk mastrgr tdk`dkhfgs hugktftgtfvg), u alsdrvghfakds edkdrgcds. hakahf`a hama erupa `d `fshusføk.

Cgkzgmfdkta. (Cgukhb) Mdrhg`da fkfhfgc `d uk kudva pra`uhta dk uk mdrhg`a pgrtfhucgr. Cg mgkdrg dk cg hugc dc cgkzgmfdkta ds ccdvg`a g hgla godhtg oudrtdmdktd cg rdktglfcf`g` `d cas pra`uhtas g trgvæs `d su hfhca `d vf`g.

Erçofha `dc Mgpg ^drhdptugc. (^drhdptugc Mgppfke Ergpbfh) Gkçcfsfs y prdsdktghføk `dc cuegr `ak`d cas hcfdktds u aodrdktds rdgcds y patdkhfgcds ulfhgk g uk pra`uhta a pravdd`ar dk rdcghføk hak atras pra`uhtas y pravdd`ards. Cg mgyaríg `d cas mgpgs pdrhdptugcds mudstrgk sacgmdktd `as `fmdksfakds gc tfdmpa, par djdmpca prdhfa dk uk djd y hgcf`g` dk dc atra. Pgmlfæk bgy mæta`as pgrg gkgcfzgr erçofhgmdktd y prdsdktgr cg fkoarmghføk mdsurg`gmdktd dk trds a mçs `fmdksfakds. F`dktf`g` harpargtfvg. (Harpargtd F`dktfty) Dk uk míkfma ds usg`g pgrg rdodrfrsd g cg f`dktf`g` vfsugc `d ukg harparghføk caea, dth.), pdra ds usugcmdktd `dofkf`g (su hama cg sfekas, prdsdktghføk `d ukg aregkfzghføk gktd sus fktdrdsg`as y cas md`fas par cas hugcds dccg mfsmg sd `fodrdkhfg `d atrgs aregkfzghfakds.

F`dktf`g` `d mgrhg. (Lrgk` F`dktfty) Dxprdsføk dxtdrkg `d cg mgrhg, fkhcuydk`a su kamlrd y gpgrfdkhfg vfsugc. Cg f`dktf`g` `d mgrhg ds dc md`fa ouk`gmdktgc `d rdhakahfmfdkta `dc haksumf`ar y sfmlacfzg cg `fodrdkhfghføk `d cg mgrhg `d cas hampdtf`ards. Fmgedk `d mgrhg. (Lrgk` Fmged) Ds hama ukg rd` gtrgd cas hcfdktds `d ukg mgrhg. ^grg cas usugrfas dsta dstç lgsg`a dk ukg dxpdrfdkhfg prçhtfhg `dc pra`uhta a sdrvfhfa rdcghfakg`a (fmprdsfakds gkukhfg`gs) cg mgkdrg høma sd dxpdhtgtfvgs9 ypgrg ka usugrfas dstçhakahdk lgsg`a dstgs hgsf dktdrgmdktd salrd fmprdsfakds ka fkoarmg`gs, ghtftu`ds y hrddkhfgs.

Fktgkeflcds. (Fktgkeflcds) –Fktgkeflcd”- fkhgpgz `d sdr tahg`a. (7) Ghtfvas fktgkeflcds - mgrhgs rdefstrg`gs, `drdhbas rdsdrvg`as, pgtdktds, `drdhbas `d `fsd÷a, lgsds `d `gtas, dth. (% `d cas dkhudstg`as (dkhudstg LL@A) ka vdk rdgc `fodrdkhfg dktrd mgrhgs. haktrgstd, cg pgrf`g` mgrhg cas hgrras ds Dk lgjg: saca gcrd`d`ar `dc`d