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Home
» 怎样选商标?
怎样选商标?
2015-01-06 00:00:00
Author:
譚潔律師
聪明的商人都一定会为自己的产品和服务打上特殊的标记,以示与其他同类产品,服务的区别。一般来说,由于对自己商品,生意总是怀着良好愿望,商人们喜欢用吉祥的名字,命名自己的生意和产品。例如“龙凤楼” ,“珍珠店”。为了让人了解自己生意的内容,人们也常常用描绘性的词汇,如“四川小吃”,“豆腐干店”,最多加上自己的姓,如“张记小吃”等等。这些名字的好处是,人们一眼就知道与这名字相联的商品和服务的性质是什么。但遗憾的是,这些名字可以是商标,进入商品流通,但却不能成为注册商标。也就是说政府不会限制其他人在类似产品上使用同样的名字作商标。政府不限制其他人用这些描述性的名字,是因为人们有对自己商品进行表述的自由和权力。你能姓张,并用来命名你的餐馆,别人就不能用自己的张姓开餐馆了?除非你的餐馆是象“麦当劳”一样有名,你能证明顾客一听到这个名,就知道你讲的是谁,这样的描述性名字是无法得到政府的保护的。而这样的商标因为大家都能用,这些商标的价值就相当有限。
什么样的商标是可以注册受政府保护的呢?能注册的商标一般都是比较独特的字或词或图样,最好是以前从来没有的词,是自己创造的词组或用法。例如“
GOOGLE
”,“
YAHOO
”,以前从来没人知道这些词,至少字典里找不到。更别说把他们用于互联网搜索。这些独特字词的使用,消费者不会把他们与其他任何商家或产品联系起来,这样的字或词就最有商标价值。这就是为什么有那么多的名牌都是些毫无意义的生词,例如
POLO,NIKE,KODAK,BUDWEISER
,等等。另外独特的图形,画面设计也可被注册成为注册商标,例如苹果记算机的苹果图案,
TOYOTA
的两个椭圆,等等。
如果一个词不是新词,但是被创造性使用到该商品,这个使用也可被注册保护,例如苹果计算机,叫计算机苹果是很创意的使用苹果这个词,苹果就成为注册商标,别人不能在使用苹果来标记自己的计算机商品。
描述性词也能成为注册商标,但往往需要向商标局证明该词已经与该商品密不可分了,已在市场上流通很久,人们不会发生其他误解。最好的例子是麦当劳这个姓。麦当劳如此有名,只要一提到,人们就知道是那个连锁快餐馆。麦当劳就成为该连锁快餐馆的注册商标,政府就会限制别人使用麦当劳做餐馆和其他生意商标。
本文由谭洁博士,律师提供,联系电话:
978-335-8335;
jie.tan@.jtlawservices.com
.
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