Tetiana Paliienko

National University "Kyiv-Mohyla Academy"

CV: Tetiana Paliienko received bachelor's degree in 2018 from Taras Shevchenko Kyiv National University, majoring in Economic Theory. In 2020, she received a master's degree at Taras Shevchenko Kyiv National University, majoring in "Economics and Economic Policy". In 2019, she completed distance learning at the World Intellectual Property Organization on the course "Fundamentals of Intellectual Property". Since 2020, she is a PhD student of the Department of Economic Theory at the National University "Kyiv-Mohyla Academy". Since 2022, a teacher at the Faculty of Economics of the National University "Kyiv-Mohyla Academy".

Presentation title: Trademark as an innovative tool of war

Abstract: A trademark acts as a connecting link between producers of goods and services and interested consumers who seek to satisfy their needs. The number of registered trademarks is characterized by stable growth every year, which indicates the effectiveness of using this tool. There is a direct relationship between the value of the brand and the company's income, and the stronger the trademark, the faster the company recovers during a crisis. However, military actions on the territory of Ukraine made the trademark an innovative tool in the economic sphere to weaken enemies when traditional levers are not enough. That is why global brands are leaving the Russian market en masse after the start of the war in Ukraine, creating an economic blockade.