FLUID MARKS 流动性商标 - Modern Marketing Versus Statutory Trademark Protection – - 现代营销与法定商标保护

FLUID MARKS 流动性商标 - Modern Marketing versus Statutory Trademark Protection – - 现代营销与法定商标保护 -

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 Fluid Marks

I. What is the Nature of a Trademark? 商标的本质

II. What is the Function of a Trademark? 商标的功能

III. What signs can Constitute a Trademark? 哪些标志可以构成商标？

IV. What is a Fluid Mark? 何为流动性商标？

V. Is Trademark Law prepared for Fluid Marks? 商标法能够满足流动性商标的需要吗？

VI. What is the International Perspective? 国际法视角

VII. What is the European Perspective? 欧盟法视角

VIII. What is the Chinese Perspective? 中国法视角

IX. What is the US Perspective? 美国法视角

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 I. What is the Nature of a Trademark? 商标的本质

1. Limited to goods and services 限于商品和服务

2. Principal of exclusivity 排他性原则

3. Principal of territoriality 地域性原则

4. Principal to be a sign 标志原则

4.1 Graphical 4.2 Distinctiveness a) Fanciful (Kodak) b) Arbitrary (Apple/Blackberry) c) Suggestive (Microsoft/Easyfone) d) Descriptive (104 Keys) 4.3 No descriptive use (Mobile Phone) 4.4 No generic use (XEROX)

5. Obligation of use 使用义务

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 II. What is the Function of a Trademark? 商标的功能

1. Producer / Retailer 生产商/零售商

1.1 promote quality 宣传质量

1.2 protect invention 保护发明

1.3 protect investment 保护投资

1.4 secure market entrance / market share 确保市场准入/市场份额

1.5 secure identity 保障身份识别

2. Consumer 消费者

2.1 facilitate choice 助益选择

2.2 badge of origin 来源的标示 a) origin of product 商品的来源 b) origin of service 服务的来源 c) identification of commercial source 商业来源识别

=> Creative silent salesman 创造性的沉默销售员

“the more distinctive the mark, the greater its selling power 商标显著性越强，销售力就越大”

Prof. Dr. Frank A. Hammel CUHK 12. May 2014

III. What Signs can constitute a Trademark? 哪些标志可以构成商标？

1. Word / Slogan trademark 文字/短语商标

2. Figurative trademark 抽象商标

3. Three-dimensional trademark 三维商标

4. Colour trademark 颜色商标

5. Hologram trademark 全息图商标

6. Sound trademark 声音商标

7. Tactile trademark 触觉商标

8. Smell trademark 气味商标

9. Taste trademark 味觉商标

10. or a combination of these, provided it overcomes the graphic representation requirement. 或者上述成分的组合，只要其满足视觉表现的要求。

Prof. Dr. Frank A. Hammel CUHK 12. May 2014

IV. What is a Fluid Mark? 流动性商标是什么？

Marketing: „Form Follows Function“

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IV. What is a Fluid Mark? 流动性商标是什么？

IV. What is a Fluid Mark? IV. What is a Fluid Mark?

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IV. What is a Fluid Mark? 流动性商标是什么？

„50 years ago, a brand was just a “五十年前，商标仅是用于品牌识 single mark used for brand 别的单一标志 …… recognition ….. …….. Now a brand has become a …如今，商标成为一个汇聚志同道 platform where like minded people 合之人的平台，成为产生情感因素 come together, as an experience that 的经历 creates emotional attachment. …. ……

….. Brands need to constantly …品牌需要不断地适应快速变化的 adopt to their fast-changing 环境从而得以生存…… environment in order to survive. …. …. Internet, social media and …互联网、社交媒体以及技术革命 technical revolution have given 使得品牌获得像有机体那样的机会“ brands the opportunity to behave like living organisms.“ Graphic Designer Irene van Nes

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IV. What is a Fluid Mark? 流动性商标是什么？

„If you love your brand, set it free“ “如果爱你的商标，则使其自由”

„Brands should give themselves “商标应当允许自己 permission …更为惊喜 …. to be more surprising, ， …与消费者“调情”，放弃自我僵化，拥抱风险。 …. to flirt with their customers, … 如果你的商标没有如此，那么其很 …. abandon self-obsessions and 快将会变得无关紧要。 embrace risk. J. M. Salmeron, „Ogilvy&Maher“ If your brand fails to do so, it could become irrelevant in a hurry.“ “知识产权法必须如此适应， J. M. Salmeron, „Ogilvy&Maher“ … 以防止变得无关紧要吗？” Must IP law adopt …

…. to prevent being irrelevant in a hurry?

Prof. Dr. Frank A. Hammel CUHK 12. May 2014

IV. What is a Fluid Mark? 流动性商标是什么？

Marketing: „Form Follows Function“ 市场营销：“形式跟随功能”

1. Variations of registered trademarks 商标的变体

1.1 Variations of words 文字的变体

1.2 Variations of graphics 图形的变体

1.3 Combinations 上述结合

2. Variations temporarily used only 仅供临时之用的变体

2.1 limited to special promotions 限于特定的营销

2.2 limited to special events 限于特定的事项

2.3 limited to a day etc. 限于特定的日期等等

3. Variations driven by marketing 营销导致的变体

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 V. Is Trademark Law prepared for Fluid Marks? 商标法能够适应流动性商标的需要吗？

1. Conflicting with the principal of genuine use? 与实际使用原则冲突？

1.1 Use in a registered form 以注册之形式使用

1.2 Use in a static form 以静态的形式使用

2. Conflicting with the principal of distinctiveness? 与显著性原则冲突？

2.1 Variation of a registered form 注册形式的变体

2.2 Combination with a registered form 与注册形式的结合

3. Conflicting with the scope of protection of a registered trademark? 与注册商标的保护范围冲突？

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VI. What is the International Legal Framework? 国际法角度

Paris Convention for the Protection of Industrial Property 保护工业产权巴黎公约 of March 20, 1883, as revised at Brussels on December 14, 1900, at Washington on June 2, 1911, at The Hague on November 6, 1925, at London on June 2, 1934, at Lisbon on October 31, 1958, and at Stockholm on July 14, 1967, and as amended on September 28, 1979 Article 5 第五条 C. Marks: Failure to Use; Different Forms; 商标：不使用；不同的形式； • (1) If, in any country, use of the registered mark is compulsory, the registration may be cancelled only after a reasonable period, and then only if the person concerned does not justify his inaction. 如果在任何国家，注册商标的使用是强制的，只有经过适当的期间，而且只有当事人不能证明其不使用有正当理由，才可以撤销注册。 • (2) Use of a trademark by the proprietor in a form differing in elements which do not alter the distinctive character of the mark in the form in which it was registered in one of the countries of the Union [constituted by the States to which the Paris Convention applies] shall not entail invalidation of the registration and shall not diminish the protection granted to the mark. • 商标所有人使用的商标，在形式上与其在本联盟国家之一所注册的商标形式只有一些要素不同，而并未改变其显著性的，不应导致注册无效，也不应减少对商标所给予的保护。

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

Recital 10 in the Preamble to EU Regulation No 207/2009 states: 欧盟条例第207/2009号条例前言第10项：

• There is no justification for protecting Community trademarks or, as against them, any trademark which has been registered before them, except where the trademarks are actually used. 没有任何理由对共同体或者其它在先注册之商标进行保护，除非这些商标被实际使用。

Recital 12 in the Preamble to EU Directive No. 89/104 states: 欧盟指令第89/104 号前言第12项：

• Whereas all Member States of the Community are bound by the Paris Convention for the Protection of Industrial Property; …

共同体所有成员国均受保护工业产权巴黎公约之约束；……

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法的角度

EU Directive No. 89/104, reproduced in Article 10 of Directive 2008/95/EC, 欧盟指令第89/104号，重述于第2008/95号指令第10条 EU Regulation No. 207/2009: 欧盟指令第207/2009号：

Article 15 第15条 Use of Community Trademarks 共同体商标的使用

1. If, within a period of five years 1. 如果商标所有人在商标注册 following registration, the proprietor 后5年内未将商标实际用于 has not put the Community trade mark 注册的商品或服务，或者如 to genuine use in the Community in 果这种使用连续5年中断， connection with the goods or services 除非有正当理由，该商标应 in respect of which it is registered, or if 当收到本条例规定的制裁。 such use has been suspended during an uninterrupted period of five years, the Community trade mark shall be subject to the sanctions provided for in this Regulation, unless there are proper reasons for non-use.

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法的角度

EU Directive No. 89/104, reproduced in Article 10 of Directive 2008/95/EC, 欧盟指令第89/104号，重述于第2008/95号指令第10条 EU Regulation No. 207/2009: 欧盟指令第207/2009号： Article 15 第15条

Use of Community Trademarks 共同体商标的使用

2. The following shall also 2. 以下亦构成第一款所称之使用： constitute use within the meaning of the first 对共同体商标的使用以一种构成 subparagraph: (a) 要素上与注册商标所有差异，但 (a) use of the Community trade 并不改变其显著性的形式； mark in a form differing in elements which do not alter the distinctive character of the mark in the form in which it was registered;

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ Rulings: 欧盟法院重要判决：

Brainbridge ECJ 13/09/2007

Fruit of the LOOM ECJ 21/06/2012

E. Tucci ECJ 27/09/2012

PROTI ECJ 25/10/2012

LEVIS ECJ 18/04/2013

Specsavers ECJ 18/07/2013

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ Ruling: Fruit of the LOOM ECJ 21/06/2012

Use of the trademark „fruit“? “fruit” 商标的使用？

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法的角度

ECJ Ruling: LEVIS ECJ 18/04/2013 Use of the blank red tab made of cloth as a position mark? 由布料制成的红色标签的使用构成位置商标？

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ Ruling: PROTI ECJ 25/10/2012

Genuine use of the trademark „PROTI“? „PROTI“ 商标构成实际使用？

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ/PROTI: 欧盟法院PROTI判决： • 21 The purpose of Article 10(2)(a) of Directive • 21 第89/104号指令第10(2)(a)条通过 89/104, which avoids imposing a requirement for 避免要求商标实际使用的形式与其注册 strict conformity between the form used in trade 的形式严格一致，旨在允许商标所有人 and the form in which the trademark was 在对标志进行商业利用时使用标志的各 registered, is to allow the proprietor of the mark, in 种变体；在不改变其显著性的前提下使 the commercial exploitation of the sign, to make 其更好地适应对相关商品或服务进行营 variations in the sign, which, without altering its 销和推广的需要。 distinctive character, enable it to be better adapted to the marketing and promotion requirements of the goods or services concerned. • 22 上述目的势必受到威胁，如果为 • 22 That purpose would be jeopardised if, in 了确保注册商标的使用，附加这样的前 order to establish use of the registered trademark, an 提条件，即该变体形式本身不得为注册 additional condition had to be met, whereby the 商标。事实上，注册商标新形式的注册 different form in which that mark is used should not 使得在必要的情况下预测商标形象的变 itself have been registered as a trademark. In fact, 化，从而使其适应不断变化的市场的需 the registration of new forms of a trademark 要。 makes it possible, where necessary, to anticipate changes that may occur in the trademark’s image and thus to adapt it to the realities of a changing market.

Prof. Dr. Frank A. Hammel CUHK 12. May 2014

VII. What is the European Perspective? 欧盟法角度

ECJ/PROTI: 欧盟法院PROTI判决：

• 23 Furthermore, it is clear from the • 23 另外，第89/104号指令前言 twelfth recital in the preamble to 第12项清晰地表明，本指令‘所 Directive 89/104 that the provisions of the 有条款必须完全与巴黎公约一致 directive must be ‘entirely consistent with ’。因此，第10(2)(a)条必须与公 those of the Paris Convention’. Therefore, 约第5.C(2)条保持一致来进行解读 Article 10(2)(a) of Directive 89/104 must 。后者并未表示，一旦一个标志 be interpreted consistently with Article 注册为商标其后果便是该标志的 5.C(2) of the Convention. Nothing in the 实际使用不能再依赖于另一个与 latter provision suggests that when a sign 其所有区别但未改变其显著性的 is registered as a trademark the 注册商标的使用。 consequence is that use of the sign can no longer be relied on to establish use of another registered trademark from which the sign only differs in a way that does not alter the distinctive character of the trademark.

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ/PROTI: 欧盟法院PROTI判决： • 18 … Article 10(2)(a) of Directive 89/104 must be • 18 … 第 89/104 号指令第 interpreted as meaning that the proprietor of a registered 10(2)(a)条必须进行如下解读 trademark is not precluded from relying, in order to establish ，即注册商标的所有人不被排 use of the trade mark for the purposes of that provision, on the 除基于构成商标使用之目的依 fact that it is used in a form which differs from the form in 赖这样的事实：其以一种不同 which it was registered, without the differences between the 于注册商标的形式被使用，但 two forms altering the distinctive character of that trademark, 两种形式之间的差异没有改变 even though that different form is itself registered as a 注册商标的显著性，即使该变 trademark. 体形式本身也是注册商标。 • 19 In that regard, it must, first, be borne in mind that for a trademark to possess distinctive character for the purposes of • 19 从这个角度讲，首先必 Directive 89/104, it must serve to identify the product in 须牢记在心的是，一个商标为 respect of which registration is applied for as originating from 了具备第89/104号指令目的下 a particular undertaking, and thus to distinguish that product 的显著性，其必须能够界定其 from those of other undertakings (see, by analogy, Joined Cases 注册申请所适用的特定经营的 C-468/01 P to C-472/01 P Procter & Gamble v OHIM [2004] 商品，从而使得这些商品区别 ECR I-5141, paragraph 32; Case C-64/02 P OHIM v Erpo 于其它经营活动的商品。 Möbelwerk [2004] ECR I-10031, paragraph 42; Case C-304/06 P Eurohypo v OHIM [2008] ECR I-3297, paragraph 66, and Case C-311/11 P Smart Technologies v OHIM [2012] ECR I-0000, paragraph 23). Prof. Dr. Frank A. Hammel CUHK 12. May 2014

VII. What is the European Perspective? 欧盟法的角度

ECJ Ruling 欧盟法院判决: Specsavers ECJ 18/07/2013

Use of the double oval logo? 双椭圆标志的使用？

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ/Specsavers 欧盟法院判决 • 27 Moreover, the Court has also held, in relation to Article 10(2)(a) of First Council Directive 89/104/EEC • 27 另外，就1988年12月21日之欧 of 21 December 1988 to approximate the laws of the 洲理事会第一指令，即第89/104号指 Member States relating to trademarks (OJ 1989 L 40, 令（该指令实质内容上与第207/2009 p. 1), which provision corresponds, in essence, to the 号条例第15(1)(a)条之内容相同）而言 second subparagraph of Article 15(1)(a) of Regulation ，法院也认为注册商标所有人不被排 No 207/2009, that the proprietor of a registered 除基于构成商标使用之目的依赖这样 trademark is not precluded from relying, in order to 的事实：其以一种不同于注册商标的 establish use of the trade mark for the purposes of that 形式被使用，但两种形式之间的差异 provision, on the fact that it is used in a form which 没有改变注册商标的显著性，即使该 differs from the form in which it was registered, 变体形式本身也是注册商标。 without the differences between the two altering the distinctive character of that trademark, even though that different form is itself registered as a trademark (Case C-553/11 Rintisch [2012] ECR I-0000, paragraph 30). • 28 The arguments which led the Court to interpret • 28 导致欧盟法院对第89/104号指令 Article 10(2)(a) of Directive 89/104 in that way may be 第10(2)(a)条进行如此解释的理由可以 applied mutatis mutandis to the context of the second 类比适用于第207/2009 号条例第 subparagraph of Article 15(1)(a) of Regulation No 15(1)(a)条第二款之情形。 207/2009. Prof. Dr. Frank A. Hammel CUHK 12. May 2014

VII. What is the European Perspective? 欧盟法角度

ECJ/Specsavers 欧盟法院判决

• 21… it follows directly from the wording of the second 从第号条例第 subparagraph of Article 15(1)(a) of Regulation No 207/2009 • 21 … 207/2009 条第二款的表述中可以直 that the use of the trademark in a form which is different 15(1)(a) 接得出这样的结论，即注册商标 from the form in which it was registered is considered as 以一种不同于其注册形式的其它 a use for the purposes of the first subparagraph of that article, 形式予以使用也构成第一款意义 to the extent that the distinctive character of the 上的使用，只要在该形式中注册 trademark in the form in which it was registered is not 商标的显著性没有被改变。 changed. • 22 For a trademark to possess distinctive character for the purposes of Regulation No 207/2009, it must serve to identify the product in respect of which registration is • 22 对于具有第207/2009号条例 applied for as originating from a particular undertaking, 意义下之显著性的商标而言，其 and thus to distinguish that product from those of other 必须能够界定其注册申请所适用 undertakings (see, to that effect, Joined Cases C-468/01 P to 的特定经营的商品，从而使得这 C-472/01 P Procter & Gamble v OHIM [2004] ECR I-5141, 些商品区别于其它经营活动的商 paragraph 32; Case C-304/06 P Eurohypo v OHIM [2008] 品。 ECR I-3297, paragraph 66; and Case C-311/11 P Smart Technologies v OHIM [2012] ECR I-0000, paragraph 23).

Prof. Dr. Frank A. Hammel CUHK 12. May 2014

VII. What is the European Perspective? 欧盟法角度

ECJ/Specsavers 欧盟法院判决

• 23 That distinctive character of a • 23 上述显著性特征可以是对注 registered trademark may be the result 册商标部分或构成要件的使用以及 both of the use, as part of a registered 对单独商标与注册商标结合的使用 trademark, of a component thereof and 的结果。在这两种情况下，作为此 of the use of a separate mark in 类使用的结果，对于相应的群体而 conjunction with a registered 言，事实上认为相关的商品或服务 trademark. In both cases, it is sufficient 源自特定经营活动。 that, in consequence of such use, the relevant class of persons actually perceive the product or service at issue as originating from a given undertaking (see, by analogy, Case C-353/03 Nestlé [2005] ECR I-6135, paragraph 30).

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VII. What is the European Perspective? 欧盟法角度

ECJ/Specsavers 欧盟法院判决 Article 9(1)(b) and (c) of Regulation No 207/2009 must be • 第207/2009号条例第9(1)(b)及(c) interpreted as meaning that where a Community trademark 条必须如下解读，即意味着如果 is not registered in colour, but the proprietor has used it 一个共同体商标虽没以颜色注册 extensively in a particular colour or combination of colours ，但其所有人以一种或多种颜色 with the result that it has become associated in the mind 组合广泛地进行使用，从而导致 of a significant portion of the public with that colour or 极大多数公众将其与特定颜色或 combination of colours, the colour or colours which a third 颜色组合相联系，那么该特定颜 party uses in order to represent a sign alleged to infringe that 色或颜色组合在广泛评估第三方 trademark are relevant in the global assessment of the 使用该颜色呈现涉嫌侵权标志时 likelihood of confusion or unfair advantage under that 是否构成混淆或者不当竞争具有 provision. 相关性。 … it should be noted that the fact that the third party • … 应当注意的是，第三方使用 making use of a sign which allegedly infringed the 涉嫌侵犯注册商标的标志的事实 registered trademark is itself associated, in the mind of a 本身对于大多数公众而言与特定 significant portion of the public, with the colour or 的颜色或颜色组合相关联；其用 particular combination of colours which it uses for the 该颜色或颜色组合呈现特定标志 representation of that sign is a factor which, amongst others, 可能在决定第207/2009号条例第 may have a certain importance while determining the 9(1)(b)或(c)条中混淆可能性或不 existence of a likelihood of confusion or unfair advantage 当竞争时具有重要意义。 under Article 9(1)(b) or (c) of Regulation No 207/2009. Prof. Dr. Frank A. Hammel CUHK 12. May 2014

VIII. What is the Chinese Perspective? 中国法角度

Chinese Trademark Law Chapter VI Administration of the Use of 中国商标法 Trademarks 第六章商标使用的管理

Article 44. The Trademark Office shall order the user of a • 第四十四条使用注册商标， registered trademark to rectify the situation within a 有下列行为之一的，由商标局 specified time limit, or shall cancel the registered 责令限期改正或者撤销其注册 trademark, if the user: 商标： (1) alters the registered trademark without the prescribed （一）自行改变注册商标的； procedure; … …… (4) has not used the trademark for an uninterrupted period （四）连续三年停止使用的。 of three years.

Article 48. Where any person who uses an unregistered trademark has committed any of the following, the local • 第四十八条使用未注册商标 administrative authority for industry and commerce shall ，有下列行为之一的，由地方 stop the use of the trademarks, order him to rectify the 工商行政管理部门予以制止， situation within a specified time limit, and may in addition 限期改正，并可以予以通报或 circulate a notice of criticism or impose a fine: 者处以罚款： (1) where the trademark is falsely represented as （一）冒充注册商标的； registered; Prof. Dr. Frank A. Hammel CUHK 12. May 2014 VIII. What is the Chinese Perspective? 中国法的角度

Opinions of the Supreme People´s Court On Certain Issues Concerning Trademark 最高人民法院关于商标若干问题的意见：

„…. Despite the nuanced differences between a trademark in actual use and an officially registered trademark, if the distinctiveness thereof is not altered, it can be deemed as use of a registered trademark.

尽管实际使用的商标与注册商标之间存在细微的差异，如果其显著性不因此而改变的话，其可视为对注册商标的使用。“

[But, Chinese Trademark Office (CTO), Trademark Review and Adjudication Board (TRAB) stick to Art 44 para. 1 但是，商标局以及商标评审委员会则坚持第44条第1项的规定。] CASES 案例:

VERSUS v. VERSAS ITA (CTO: different / SPC: similar – ITA does not alter distinctiveness)

WINSnow v. SNOW (SPC:violation of SNOW)

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IX. What is the US Perspective? 美国法角度

15 U.S. Code § 1064 - Cancellation of 美国法法典第15章第1064条：注册的 registration 撤销

• A petition to cancel a registration of a mark, • 任何人如果认为一项按本法或1881年3 stating the grounds relied upon, may, upon 月3日法或1905年2月20日法办理的主 payment of the prescribed fee, be filed as 要注册标志对其或将对其造成损害， follows by any person who believes that he is or 可在按规定缴纳费用后提出撤销该项 will be damaged, including as a result of a 注册的请求书，说明提出撤销的理由 likelihood of dilution by blurring or dilution 。请求书可按下列时间提出： by tarnishment under section 1125 (c) of this title, by the registration of a mark on the principal register established by this chapter, or （一）按本法注册标志之日起5年内； under the Act of March 3, 1881, or the Act of February 20, 1905: （二）按1881年3月3日法或1905年2月 • (1) Within five years from the date of the 20日法注册的标志，自依本法第1062 registration of the mark under this chapter. 条（三）公告之日起5年内； • (2) Within five years from the date of publication under section 1062 (c) of this title of a mark registered under the Act of March 3, 1881, or the Act of February 20, 1905. Prof. Dr. Frank A. Hammel CUHK 12. May 2014

IX. What is the US Perspective? 美国法角度

(3) At any time if the registered mark becomes the generic name （三）对下述情况之一可随时提出撤 for the goods or services, or a portion thereof, for which it is 销请求：一件注册的标志已成为一种 registered, or is functional, or has been abandoned, or its 物件或物质的通用描述名称该注册标 registration was obtained fraudulently or contrary to the 志已被放弃，用欺骗性手段取得了标 provisions of section 1054 of this title or of subsection (a), (b), or 志注册，注册违反了本法第1054条或 (c) of section 1052 of this title for a registration under this 第1052条（一）、（二）或（三）款 chapter, or contrary to similar prohibitory provisions of such 的有关注册的规定，违反了以前两商 prior Acts for a registration under such Acts, or if the registered 标法中有关不予注册的相似规定，或 mark is being used by, or with the permission of, the registrant so 者该注册标志已由注册人或经其同意 as to misrepresent the source of the goods or services on or in connection with which the mark is used. If the registered mark 由他人使用以便伪称该标志所涉及的 becomes the generic name for less than all of the goods or 物品或服务来源。一件标志并不仅仅 services for which it is registered, a petition to cancel the 因为其也被用作某种独特产品或服务 registration for only those goods or services may be filed. A 的名称或用来识别该产品或服务而被 registered mark shall not be deemed to be the generic name of 视为某些物品或服务的通用描述名称 goods or services solely because such mark is also used as a 。在确定注册标志是否已成为该标志 name of or to identify a unique product or service. The primary 使用涉及的某些物品或服务的通用描 significance of the registered mark to the relevant public rather 述名称时，应首先考虑注册标志对有 than purchaser motivation shall be the test for determining 关公众所具有的重要性而不是购买人 whether the registered mark has become the generic name of 的动机。 goods or services on or in connection with which it has been used. Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IX. What is the US Perspective? 美国法角度

15 U.S. Code § 1125 - False designations of origin, false descriptions, and dilution forbidden 禁止伪称商品原产区以及虚假描述

• a) Civil action (1) Any person who, on or in connection with any goods or services, or any container for goods, uses in commerce any word, term, name, symbol, or device, or any combination thereof, or any false designation of origin, false or misleading description of fact, or false or misleading representation of fact, which— (A) is likely to cause confusion, or to cause mistake, or to deceive as to the affiliation, connection, or association of such person with another person, or as to the origin, sponsorship, or approval of his or her goods, services, or commercial activities by another person, or • (B) in commercial advertising or promotion, misrepresents the nature, characteristics, qualities, or geographic origin of his or her or another person’s goods, services, or commercial activities, • shall be liable in a civil action by any person who believes that he or she is or is likely to be damaged by such act. • …. • (c) Dilution by blurring; dilution by tarnishment (1) Injunctive relief Subject to the principles of equity, the owner of a famous mark that is distinctive, inherently or through acquired distinctiveness, shall be entitled to an injunction against another person who, at any time after the owner’s mark has become famous, commences use of a mark or trade name in commerce that is likely to cause dilution by blurring or dilution by tarnishment of the famous mark, regardless of the presence or absence of actual or likely confusion, of competition, or of actual economic injury.

Prof. Dr. Frank A. Hammel CUHK 12. May 2014 IX. What is the US Perspective? 美国法的角度

A lawyers view* 律师的观点: • To obtain the broadest scope of protection, the original or • 为了获得最大范围的保护，应 standard version of the mark should be registered. 当对商标的原始或基本形式进行注册。 • Right holders should always register the underlying mark, • 权利人应当总是注册基础商标， often it makes no sense to register all variations. 但通常没有必要对其所有变体形式进行注册。

• Choosing not to register any variation does not leave the new mark wholly unprotected. The use of each variation • 选择对特定变体形式不进行注 in US commerce will cause common-law rights to attach 册，并不意味着使得新商标完 to that variation. 全不受保护。对美国商事活动中对任何一种变体形式的使用

皆可产生普通法意义上权利。 • Specifically, acquiring rights in fluid varation marks may allow a rights holder to argue for a wider scope of rights surrounding the underlying mark because consumers are • 特别是，确认对流动变体商标 now accostumed to associationg the entire family of 的权利可以使得权利人围绕基 variations with the brand. 本商标争取更大范围的权利，因为消费者现在习惯于将所有

变体与特定商标联系起来。 • Copyright law affords further protection to certain variations. • 专利法赋予特定变体于进一步 * quoted from „World Trademark Review, Issue 44, August/Septermber 2013, 的保护。 [email protected] Prof. Dr. Frank A. Hammel CUHK 12. May 2014

Thank you for your Attention

CHINESE-GERMAN INTELLECTUAL PROPERTY LAW INSTITUTE Prof. Dr. Frank A. Hammel 中德知识产权法研究所韩普坤教授（德）

Prof. Dr. Frank A. Hammel CUHK 12. May 2014