数字时代可变商业标识保护的挑战与应对

Challenges and Responses to Trademark Law Protection for Fluid Commercial Signs in the Digital Age

不同于一般商标,可变商业标识的出现,在数字化时代,由于能够成为权利人提供加深和拓宽其品牌与消费者之间情感联系的有效方法,而日渐受到重视,使用范围日趋拓宽。但是,这种“异态”标识的使用面临缺少注册路径、弱化基体商标显著性、提升商标撤销风险的法律问题,需要通过适度扩张可注册商标的范围,提升基体商标的使用效能等方式予以解决或规避,同时利用版权、专利等方法也能够为权利人提供有效的保护。

Different from general trademarks,the emergence of fluid trademarks in the digital age,has become an increasingly effective way to deepen and broaden the emotional connection between its brands and consumers,and its use has become wider and wider.However,the use of such a heterogeneous logo is faced with a lack of registration path,weakening the trademark distinctiveness,and raising the intellectual property rights of the trademark revocation risk.It needs to be resolved by appropriately expanding the scope of the registrable trademark and improving the use efficiency of the base trademark,while using copyright,patents and other methods can also provide effective protection for rights holders.