体育赛事品牌知识产权保护之解构与重塑

Deconstruction and Remodeling of Intellectual Property Protection of Sports Game Brands

体育赛事品牌作为一种综合性的无形资产,是体育赛事自身文化、精神内涵与品牌符号或其他标识的结合。从组织、标识、产品服务以及人格等多维度视角对体育赛事品牌进行再解读,可以看出它包含了组织视角下的区隔标志或符号、赞助商视角下营销利益、消费者视角下的认知与形象以及体育赛事参与者视角下的人格形象等内容。基于体育赛事的载体性,体育赛事品牌应定性为特殊标志,同时构建以特殊保护的立法保护为主,商标权、商品化权的司法保护为辅的知识产权保护体系,方可为其提供全方位的保障。

As a comprehensive intangible asset,sports event brand is a combination of culture,spiritual connotation,brand symbol and logo.Reinterpretation of sports game brands from multiple perspectives such as organization,logo,product service and personality shows that it contains the logo or symbol of the organization from the perspective of the organization,the perception and image from the perspective of the consumer,and the personality image from the perspective of the participants of the sports game.Based on the nature of sports game as carriers,sports competition brands should be characterized as special signs.In order to provide comprehensive protection,it is necessary to construct an intellectual property protection system based on the legislative protection of special protection and the judicial protection of trademark rights and commercialization rights.