商标的显著性为何是商标的灵魂所在

广东东软学院本科毕业论文IVTRADEMARKPROTECTION4.1TrademarkRightsTrademarkrightsrefertotheexclusiverightsenjoyedbytrademarkownersovertheirtrademarks.Inourcountry,theprincipleoftrademarkregistrationisimplementedduetotheacquisitionoftrademarkrights.Therefore,trademarkrightsareactuallytheexclusiverightsthatareappliedforbythetrademarkownerandconfirmedbytheStateTrademarkOffice.Theexclusiverightsareresultingfromtheregistrationofthetrademark.Atrademarkisacommercialsignusedtodistinguishdifferentsourcesofgoodsandservices.Itiscomposedofwords,graphics,letters,numbers,three-dimensionalsigns,colorcombinations,sounds,oracombinationoftheaboveelements.4.2DistinctivenessandTrademarkProtectionInthemarket,thedistinctivenessofsomenewproductsisoftenmorenoticeablethanthedistinctivenessofthetrademarkusedontheproduct,whichiseasytoidentify.Thedistinctivenessofatrademarkmustultimatelybeassociatedwithaspecificgoodorservice.Ifthemarkitselflacksdistinctivefeatures,butcanenableconsumerstodistinguishthegoodsorservicesthatusethemarkfromothers,themarkitgoesbeyondthemeaningofthelogoitselfandhasthefunctionofcommendingspecificgoodsorservices.Inthecasethatthegoodsproducedbysomeproducersareuniqueandnew,andonlyprovidedbyacertainproducer,becausethegoodsthemselveshaveadistinguishingfunctionandthegoodsareassociatedwiththetrademark,thedistinguishingfunctionsofthegoodscanbetransferred.Asforthetrademark,thedistinctivenessoftheproducthasgiventhetrademarkdistinctiveness,andthecommodityhasbeenstrengthenedasatrademark.Thedistinctivenessoftrademarkisapremiseforobtainingtrademarkrightandlegalprotection.Theconditionsfortrademarkregistrationincludelegality,distinctiveness,non-functionalityandpriority.Amongthem,distinctivenessisthecorerequirementfortrademarkregistrationtoobtaintrademarkright.Thelawallowsregistrationoflogosthatmeettherequirementstoobtaintrademarkrightandprotectthemintheformoftrademark.Thisrequiresthattheregisteredlogoscanreflectthemostbasicfunctionsofthetrademark.Asmentionedabove,theessentialfunctionofatrademarkisreflectedinthedistinctiveness.Whetheramarkhasdistinctivenessornotisthemostimportantfactorforitssuccessfulregistrationandlegalprotection.Amarkwithoutdistinctivenesscannotbeprotectedasatrademark.Signsarerequiredtohavedistinctivecharacteristics.Withoutdistinctivesign,consumerscannotautomaticallyassociateitwiththegoodsorservicesoftheoperator,andtheoperatordoesnotneedtoadoptthesign.Thereisanincreasinginterestintrademarksthatlackdistinctivenessbutcanachievedistinctivenessthroughuse.Withtherapidchangesinthemodernworld,somedescriptivebutlackingdistinctivenesstrademarksareoftenrecognizedbecauseoftheiruniqueways.Intoday’sinformationage,all-roundadvertisingofvariousmediaoftenmakesatrademarkwell-knowninashortperiodoftimeandletitgainsahighreputation,greatlyspeedinguptrademarkwhichlacksdistinctivenesstogaindistinctiveness.MoreManufacturersboldlyusedthe“personalized”trademarktocatertopeople’spreferences,suchasDanone’s“Mizone”brandbeverage.Inthepast,therewerefewtrademarksthatlackdistinctiveness,andtraditionallytrademarkslackingdistinctivenesswerenotprotected.Butnowtrademarkslackingdistinctivenessareeverywhere.Mostofthemareunregisteredtrademarksandnotrademarkrights.Iftheyareinfringed,theyarehardlyprotectedbytheTrademarkLawandtheLawagainstUnfairCompetitionofthePRC.Theuncertaintyoftrademarkrightskeepstrademarksinanunstablestateandisalsopronetosquatting.Oncecybersquattingoccurs,itistheoriginalmanufacturersandconsumersthatareharmed,andthestabilityofthemarketisdestroyedonalargerscale.Itcanbeseenthatunderthenewsituation,itisnecessaryandreasonabletoprovidebetterlegalprotectionfortrademarksthatlackdistinctiveness.Chinamayconsiderregisteringandprotectingthetrademarkslackingdistinctiveness,andstipulatingtheprotectionperiod,orgrantingleaningprotectioninrelatedlitigation,orlookingforlegalprotectionmethodssuitableforChina’snationalconditions.4.3SignificanceThedistinctivenessofatrademarkisthesouloftrademarkprotection.Adistinctivebranddesignandagoodreputationpraisedbyeveryonehavealwaysbeenthegoalspursuedbysuccessfulcompanies.Thecompanyalwaystakesthedistinctivenessofthetrademarkastheguideline,andformulatesandimplementsvariousstrategiesaroundthecoreofaffectingconsumerpsychology,soastowinconsumers'favorforcorporateproductsandcontinuouslyincreaseproductmarketshare.Protectingthedistinctivenessoftrademarkshelpsconsumersquicklyidentifyandchooseamongsimilarproductsthatcompetewithothers.Atrademarkwithstrongdistinctivenessandrecognizedbyconsumersoftenrepresentsgoodqualityandperfectservice.Thegoodimageitestablishesisaproofthatthecompanyhasgainedthetrustofcustomers.CONCLUSIONAtrademarkisadistinctivemark,anddistinctivenessisacharacteristicthatamarkmustpossessinordertobecomeatrademark.Itcanbeseenthatthedefinitionsoftrademarksanddistinctivenesscirculatebackandforth."Whatisatrademark"and"Whatisdistinctiveness"areactuallydifferentexpressionsofthesamequestion,whichhighlightstheimportanceofdistinctivenessresearchintrademarktheory.Distinctness,astheessenceandsoulofatrademark,determineswhetheratrademarkcanbelegallyrecognizedandprotectedornot.Thestrengthofthedistinctivenessofthetrademarkdeterminesthescopeofthetrademarkprotection.Asthe"soul"oftrademarkprotectionandthe"hub"ofthenormaloperationoftrademarklaw,thedistinctivenessoftrademarkshasalwaysreceivedspecialattentionfromthetheoreticalandphysicalscene.Theauthorhopestodiscussthebasictheoreticalissuesoftrademarkdistinctivenessthroughthisthesis,clarifytheconceptsandrelationshipsoftrademarkdistinctivenessandrelatedwords,andanalyzethesignificanceoftrademarkdistinctivenesstotrademarkrightsandtrademarkprotection.REFERENCES[1]WeiJilin.[魏纪林],知识产权法学,武汉理工大学出版社,2003.[2]PengXuelong.[彭学龙],商标显著性传统理论评析,电子知识产权,2006(02).[3]ZhaoYixv.[赵一旭],XvHaonan.[徐浩男],LiangBo.[梁波],商标显著性判定法律问题研究,天津大学,2016.[4]QianMaorui.[钱矛锐],QingMei.[