法经济学视野下的非传统商标保护问题

Protection of Non-Traditional Trademarks with the Law Economics Analysis

非传统商标,即常见的文字、图形、数字等可视性平面表达之外的新型商标,如动态影像、声音、三维立体标志等。根据信息经济学与注意力经济的基本原理,非传统商标不仅有助于消费者进行信息筛选,而且相较传统商标,非传统商标从“知觉”层面首先占据上风,率先拉拢部分消费者的关注。非传统商标呈现出不断扩张之势,对其的保护同样具备探讨价值。我国《商标法》规定的可注册商标标识范围,从文字、图形等传统商标扩展到新型商标,不仅体现了制度的逐渐完善,更蕴含着由关注商标形态到重视商标本质功能的理念转换。借鉴域外法相关规定,对非传统商标的固有显著性和获得显著性认定因素可作进一步完善,并考虑以更直观的方式引入消费者认知,从而制定更灵活与合理的标准。

In adherence to the fundamental principles of information economics and attention economics, non-traditional trademarks go beyond conventional visual expressions such as text, graphics, and numbers, encompassing innovative forms like dynamic images, sounds, and three-dimensional trademarks. These trademarks not only aid consumers in information filtering but also, compared to traditional trademarks, gain an initial advantage at the “perceptual” level by capturing the attention of specific consumers. The trend of expanding non-traditional trademarks is noticeable, and discussing their protection holds considerable value. China’s Trademark Law, which outlines the scope of registrant trademark signs, has progressed from traditional text and graphics to include new types of trademarks. This evolution not only reflects the gradual improvement of the system but also signifies a shift in focus from the form of the trademark to its functionality. This transition involves moving from physical consumption to meeting consumer needs and from abstract thinking to categorical thinking. Drawing inspiration from relevant foreign laws, there is potential for further refinement of the inherent distinctiveness and factors for recognizing the distinc-tiveness of non-traditional trademarks. Additionally, considering a more intuitive introduction of consumer cognition could lead to the formulation of more flexible and reasonable standards.