{"id":1906,"date":"2020-07-07T12:02:07","date_gmt":"2020-07-07T10:02:07","guid":{"rendered":"https:\/\/hub.hslu.ch\/management-and-law\/?p=1906"},"modified":"2026-02-11T14:53:43","modified_gmt":"2026-02-11T13:53:43","slug":"swissness-regeln-in-aktion-federers-on-schuh-und-das-schweizerkreuz","status":"publish","type":"post","link":"https:\/\/hub.hslu.ch\/management-and-law\/2020\/07\/07\/swissness-regeln-in-aktion-federers-on-schuh-und-das-schweizerkreuz\/","title":{"rendered":"Swissness-Regeln in Aktion: Federers On-Schuh und das Schweizerkreuz"},"content":{"rendered":"\n\n\n

Der Grund f\u00fcr dieses doppelte Marketing-Spiel liegt im Schweizer Markenrecht und insbesondere den hierzulande anwendbaren Swissness-Regeln. Diese setzen unter anderem fest, wie viel Schweiz in einem Produkt drin sein muss, damit das Schweizerkreuz angebracht werden darf.<\/p>\n\n\n\n

Was es damit genau auf sich hat, erkl\u00e4rt Ueli Gr\u00fcter<\/a>, Dozent des Kompetenzzentrums Management & Law und Markenrechtsexperte, heute im Blick.<\/p>\n\n\n\n

Lesen Sie den Artikel hier<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Wer das Marketing rund um den von Roger Federer mitentwickelten On-Schuh ganz aufmerksam mitverfolgt hat, dem d\u00fcrfte etwas Eigent\u00fcmliches aufgefallen sein: W\u00e4hrend den Schuh in den internationalen Werbeclips ein kleines Schweizerkreuz ziert, fehlt dieses beim Exemplar, das der Tennisstar k\u00fcrzlich in einem Z\u00fcrcher Studio pr\u00e4sentierte. Seltsam, oder?<\/p>\n","protected":false},"author":59,"featured_media":1907,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[563237,563235],"tags":[],"class_list":["post-1906","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-governance-handelsrecht","category-immaterialgueterrecht"],"acf":[],"yoast_head":"\nSwissness-Regeln in Aktion: Federers On-Schuh und das Schweizerkreuz - Management and Law Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hub.hslu.ch\/management-and-law\/2020\/07\/07\/swissness-regeln-in-aktion-federers-on-schuh-und-das-schweizerkreuz\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Swissness-Regeln in Aktion: Federers On-Schuh und das Schweizerkreuz - Management and Law Blog\" \/>\n<meta property=\"og:description\" content=\"Wer das Marketing rund um den von Roger Federer mitentwickelten On-Schuh ganz aufmerksam mitverfolgt hat, dem d\u00fcrfte etwas Eigent\u00fcmliches aufgefallen sein: W\u00e4hrend den Schuh in den internationalen Werbeclips ein kleines Schweizerkreuz ziert, fehlt dieses beim Exemplar, das der Tennisstar k\u00fcrzlich in einem Z\u00fcrcher Studio pr\u00e4sentierte. 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