“第二含义”商标的法律问题研究

发布时间：2018-05-03 21:07

本文选题：商标 + 显著性　；参考：《南京大学》2015年硕士论文

【摘要】：随着社会经济的迅猛发展,各企业之间的竞争愈加激烈,商标作为彰显一种商品或服务特点的标志,已经成为消费者选择购物的向导和经营者最好的推销员,商标领域可谓是商业竞争中的必争之地。商标之所以要受到法律保护,其根本原因在于商标具有标识经营者提供的商品或服务,并借以区别不同经营者提供的商品或服务之作用,而这种作用就是商标的显著性。显著性既是商标的灵魂,也是商标法的核心所在,其可分为固有显著性和获得显著性两类。对于普通商标而言,其显著性是自然存在的；而对于“第二含义”商标,其显著性一般需要经过长期使用才能获得,通过何种标准去认定某商标已经取得“第二含义”一直是理论和实践当中的难题。本文首先通过论述显著性在商标法中的核心地位和商标法的立法目的,阐明对“第二含义”商标进行保护具有重要意义；然后借用中外对比和学理分析,认定了“第二含义”商标应当主要适用于描述性商标,而不应适用于通用名称和地名商标,同时阐述了判断描述性商标的四个标准,分别是：“字典含义标准”、“想象力标准”、“竞争者需要标准”及“类似产品使用标准”；对于“第二含义”商标的判定,我们可以借鉴美国的司法实践经验,将判定标准划分为直接证据和间接证据两种。消费者对该商标的认知状态是直接证据,也是最重要的证据,经营者对该商标的使用时间长短、地域范围、投入多少等是间接证据,只能作为间接体现消费者认知的证据使用。此外,时代的发展也赋予了“第二含义”更多的内涵。起源于商标法中的“第二含义”理论在对公司标志的保护上也发挥着积极的作用,这为企业保护自己的名称、商号等提供了新的思路,同时也更加丰富了“第二含义”理论；对于外文描述性词汇的申请注册,审查部门应当着重审查该词汇的中文译文是否具有描述性或为通用名称,并运用“第二含义”商标判定标准来决定其是否可注册,切不可被词汇表面的外文所迷惑,而让市场上出现更多的不具有“第二含义”的外文描述性商标。
[Abstract]:With the rapid development of social economy, the competition among enterprises is becoming more and more fierce. As a symbol of showing the characteristics of a kind of goods or services, trademark has become the guide for consumers to choose shopping and the best salesman for operators. Trademark field can be described as a necessary place in commercial competition. The fundamental reason for the trademark to be protected by law lies in the fact that the trademark has the function of marking the goods or services provided by the operator and differentiating the goods or services provided by different operators, which is the significance of the trademark. Significance is not only the soul of trademark, but also the core of trademark law. For a general trademark, its significance is natural; for a "second meaning" trademark, it usually takes a long time to obtain, It has always been a difficult problem in theory and practice to determine that a trademark has acquired "second meaning" by what standard. This paper first expounds the core position of salience in trademark law and the legislative purpose of trademark law, and expounds the importance of the protection of "second meaning" trademark, and then uses the comparison and theoretical analysis between China and foreign countries. It concludes that the "second meaning" trademark should be mainly applied to descriptive trademark, but not to general name and place name trademark. At the same time, it expounds four criteria for judging descriptive trademark, namely, "Dictionary meaning Standard", "Imagination Standard", "competitors need Standard" and "similar Product use Standard"; We can learn from the judicial experience of the United States for the judgment of "second meaning" trademark. The criterion is divided into direct evidence and indirect evidence. The consumer's cognitive state of the trademark is direct evidence and the most important evidence. The duration of use of the trademark, geographical scope, investment and so on are indirect evidence, which can only be used as evidence to indirectly reflect consumers' cognition. In addition, the development of the times also gives more connotation to the second meaning. The theory of "second meaning", which originates from trademark law, also plays an active role in the protection of company logo, which provides new ideas for enterprises to protect their own names and trade names, and enriches the theory of "second meaning". With regard to the application for registration of a descriptive term in a foreign language, the examining department shall, in particular, examine whether the Chinese translation of the term is descriptive or generic, and use the criteria for determining the trademark "second meaning" to determine whether it is registrable or not. We must not be confused by the foreign language on the surface of the word, but make more descriptive trademarks in foreign language without "second meaning" on the market.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D923.43

【参考文献】