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

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