Bank Trademark Protection in the Digital Era: Comparative Study of Indonesia, United States, Oman

Authors

DOI:

https://doi.org/10.15294/ulj.v12i1.48344

Keywords:

Trademark Law Protection, Bank Trademarks, Legal Perspective

Abstract

This article examines the protection of bank trademarks in Indonesia, the United States, and Oman, representing Civil Law, Common Law, and a mixed civil–Sharia–GCC legal system respectively. It addresses two main questions: how differences in legal traditions shape the regulation and enforcement of bank trademarks in the digital era, and what model of protection can be formulated to make such protection more adaptive to technology‑based infringements while reinforcing depositor trust. Using a normative legal method with statute and comparative approaches, the study analyzes national trademark and banking regulations, international instruments such as TRIPS and the Madrid Protocol, GCC trademark rules, and relevant case law, interpreted through Lawrence M. Friedman’s legal system theory (structure, substance, and legal culture). The findings show that the United States provides the most advanced protection for bank trademarks through the combination of the Lanham Act, doctrines of likelihood of confusion and dilution, specific tools such as the ACPA and UDRP, and strong coordination with financial regulators. Indonesia and Oman have aligned their substantive rules with international standards, but face structural and cultural constraints, including fragmented inter‑agency coordination, the absence of fast‑track and online dispute resolution mechanisms for digital disputes, and limited institutional capacity. The article proposes a hybrid, trust‑centred model for Indonesia that strengthens substantive norms on bank trademarks, institutional coordination between IP, financial, and digital regulators, and rapid procedures for digital enforcement, while embedding consumer protection, good faith, and amanah as guiding principles.

Author Biographies

  • Anak Agung Ayu Ngurah Sri Rahayu Gorda, Faculty of Law, Universitas Pendidikan Nasional

    Anak Agung Ayu Ngurah Sri Rahayu Gorda is a lecturer at the Faculty of Law, Universitas Pendidikan Nasional in Denpasar, Indonesia. Her academic work focuses on business law, intellectual property law, and the legal regulation of digital commerce, with particular attention to how technological developments transform contractual relations and consumer protection frameworks. She has been involved in various research projects examining legal certainty for businesses operating in online environments and the role of law in supporting a competitive yet fair market. In addition to teaching core law courses, she actively publishes in national and international journals, contributes book chapters, and participates in seminars and conferences at the regional and global level. She is also engaged in community service initiatives aimed at improving legal awareness among small and medium enterprises, especially regarding brand management, licensing practices, and compliance with Indonesian business regulations.

  • I Gede Agus Kurniawan, Faculty of Law, Universitas Pendidikan Nasional

    I Gede Agus Kurniawan is a lecturer at the Faculty of Law, Universitas Pendidikan Nasional, Denpasar, Indonesia, specializing in intellectual property law, economic law, and the governance of digital markets. His research explores the interaction between trademark protection, technological innovation, and regulatory design in the context of e‑commerce and online marketplaces. He has authored and co‑authored articles on trademark infringement, ethical foundations of intellectual property rights, and the challenges faced by regulators in balancing innovation with legal certainty. Beyond his publication activities, he frequently participates as a speaker and resource person in academic forums, professional trainings, and community outreach programs addressing IP awareness for micro, small, and medium enterprises. He is also involved in collaborative research across institutions, contributing comparative perspectives on intellectual property protection between Indonesia and other jurisdictions in Southeast Asia and beyond.

  • Putu Aras Samsithawrati, Faculty of Law, Universitas Udayana

    Putu Aras Samsithawrati is a lecturer at the Faculty of Law, Universitas Udayana, Denpasar, Indonesia. Her main academic interests lie in civil law, intellectual property law, and the legal dimensions of creative and cultural industries. She has conducted research on the protection of trademarks, traditional knowledge, and local products, seeking to link legal scholarship with socio‑cultural realities in Bali and other regions. Her publications include articles in peer‑reviewed journals and contributions to edited volumes that discuss how law can support sustainable development and cultural preservation. She is active in academic networks, regularly presenting papers at conferences and workshops related to intellectual property, tourism, and economic development. In addition, she participates in community engagement programs that provide legal education to local entrepreneurs and creative communities, with a focus on improving their understanding of branding, licensing, and contractual safeguards in commercial activities.

  • Princess Alyssa D. Tee-Anastacio, Our Lady of Fatima University, Valenzuela Campus, Philippine

    Princess Alyssa D. Tee-Anastacio is an academic at Our Lady of Fatima University, Valenzuela Campus, Philippines, with a strong interest in international business law, comparative law, criminal law, and the regulation of cross‑border digital trade. Her research engages with questions of jurisdiction, consumer protection, and corporate responsibility in online platforms that serve regional and global markets. She has been involved in collaborative research projects with scholars from Southeast Asia and the Middle East, focusing on the harmonization of legal standards for intellectual property and e‑commerce. She contributes to teaching in undergraduate and postgraduate programs and supervises student research in related fields. Outside the classroom, she frequently participates in conferences, roundtable discussions, and policy dialogues that address current developments in the digital economy, aiming to bridge the gap between academic discourse and practical regulatory challenges.

  • Musallam Al Awaid, College of Law, Dhofar University

    Musallam Al Awaid is a faculty member at the College of Law, Dhofar University, Oman, whose scholarly interests encompass commercial law, international trade law, and the regulation of digital platforms in the Gulf region. His research examines how national legal systems respond to the rapid growth of e‑commerce, with emphasis on consumer protection, contract law, and intellectual property enforcement. He has contributed to several publications and academic forums addressing the convergence between domestic regulations and international best practices in digital trade governance. In addition to his teaching duties in commercial and international business law, he is involved in consultancy and training programs for governmental bodies and private sector institutions, focusing on compliance and legal risk management in online transactions. He actively participates in conferences and professional workshops, promoting dialogue on legal reform and capacity building to support sustainable digital economic development in Oman and the wider region.

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2026-05-17

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48344

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Vol. 12 No. 1 (2026): May, 2026

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Research Articles

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Copyright (c) 2026 Anak Agung Ayu Ngurah Sri Rahayu Gorda, I Gede Agus Kurniawan, Putu Aras Samsithawrati, Princess Alyssa D. Tee-Anastacio, Musallam Al Awaid (Author)

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