论商标显著性的动态特征——以认知心理学为视角

显著性是商标的灵魂,只有消费者才是判断商标是否具有显著性,以及显著性强弱的主体。从个体消费者认知心理学的视角看,他们对商标信息的接受和认知,受到"图形—背景"、概念等因素的影响,所以商标显著性随着这些因素的变化而具有动态特征。同时,消费者不同群体的认知变化也会导致显著性的动态变化。传统的商标"五分法",因其静态性和对消费者模型的依赖,而较难指导理论和实践,应该让真实消费者回归商标法。

Distinctiveness is the soul of trademark, only consumers can tell weather a trademark has distinctiveness or not and how strong it is. From the perspective of individual consumer cognitive psychology theory, the way of how consumers getting and knowing trademark message is affected by factors like＂Graphics-Background＂, conception and so on. And with these factors changing, trademark＇s distinctiveness obtaining dynamic characteristics. Meantime, the change of cognition of different consumer groups also will result in the change of distinctiveness. The traditional trademark five-division method is static and much depends on consumer molds, thus, it is hard to guide trademark theory and judicial practice. And real consumers should back to the trademark law.