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» 什麼是商標﹖
什麼是商標﹖
2015-01-06 00:00:00
Author:
譚潔律師
恭喜發財是中國人常說的吉祥話。我們知道做生意當老闆可以發財﹐吃苦耐勞﹐省吃檢用可以積攢財富。吃苦耐勞﹐省吃檢用幾乎成為中國人的行為標誌。中國人做生意也是以時間長﹐收費低來吸引顧客。但時間長﹐收費低並不能保證生意興隆。常常是﹐一個商店某種商品如果賺錢﹐相似的雷同商品商店便如雨後春筍遍地開花﹐結果是惡性價格競爭﹐誰也做不大﹐誰也賺不到錢。做生意的人都知道如果要讓自己的生意做的長久﹐吸引和培養自己的顧客群是非常重要的﹐吸引和培養回頭客是打敗竟爭對手的關鍵。這往往誘使商家各顯神通﹐采取各種不公平競爭手段﹐例如大陸很普遍的各種官商勾結等﹐通過摧毀對手的方式來達到壟斷市場的目的。這樣的競爭最終的受害者仍然是消費者和沒權沒勢小生意人。
另一方面﹐消費者面對多家相似的商店商品﹐往往不知道應該相信那家﹐多次上當受騙交學費的消費方式﹐讓人買東西就頭痛。
這些商品市場固有的問題當然不是中國人特有的。但西方社會很早就認識到公平競爭對建立市場秩序的重要性。西方社會很早就通過司法來保護和鼓勵誠實的商業行為﹐一方面鼓勵商人花力氣建立信譽和品牌﹐另一方面保護消費者不受誤導的自由﹐從而進一步鼓勵商人對他們的商品和服務質量保持一貫的連續性。商標和商標法的執行使沒權沒勢小生意人也可通過以改進商品和服務質量﹐建立信譽和品牌的方式在商品市場站穩腳跟並籍此發展壯大。
1870年﹐美國國會就制定了通用與全美國的商標法﹐鼓勵商人們將自己流通中的商品打上自己特有的標記﹐並可向聯邦政府注冊登記保護這些標記。經政府注冊登記的標記就成為該公司該商品的流通標記﹐即商標﹐別人相同或相似產品不得使用該標記進行流通。商標的使用和流通﹐使商標有第二層內涵﹐它通常代表商品的質量﹐價格﹐它也代表商品的產商﹐制造者或銷售商。
而聰明的商人們﹐則會利用其建立的信譽和品牌﹐對他們新開發的商品進行名牌效應。所以商標也是財富。可口可樂及相關飲料﹐其價格的90%得益于可口可樂商標品牌。
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