On the Determination of the Distinctiveness of Three-dimensional Trademarks

论立体商标显著性的认定

The distinctiveness of a trademark is a prerequisite for the approval of trademark registration, and the determination of the distinctiveness of a three-dimensional trademark is quite controversial in practice. Through the empirical analysis of the current trademark administrative and judicial practice, this paper reveals the dilemmas in the determination of three-dimensional trademark distinctiveness, including the confusion between uncommon design and distinctiveness, the lack of argumentation in the judgment of the relevant public perception, and the inconsistency in the standard of factors for the determination of distinctiveness. In this regard, starting from the inherent distinctiveness and acquired distinctiveness of three-dimensional trademarks, the essence of the causes of the determination of three-dimensional trademark distinctiveness is analyzed in depth, and the rules of the determination of the inherent distinctiveness of three-dimensional trademarks are improved, the cognitive situation of the relevant public and the market usage habits are considered comprehensively, and the standards of the determination of the distinctiveness of three-dimensional trademarks are unified. To reduce practical disputes and provide useful ideas for the improvement of administrative and judicial determination of three-dimensional trademark distinctiveness.

商标的显著性是商标核准注册的前提条件，实践中关于立体商标显著性的认定颇具争议。本文通过对现行商标行政与司法实践的实证分析，揭示了当前立体商标显著性认定中存在的困境，包括非常见设计与显著性的混淆、相关公众认知判断缺乏论证、获得显著性认定因素标准不一等问题。为此，以立体商标的固有显著性及获得显著性入手，分别深入探析了立体商标显著性认定的成因本质，完善立体商标固有显著性的认定规则、综合考量相关公众认知情况及市场使用习惯、统一立体商标显著性认定标准。以期减少实践争议，为完善立体商标显著性的行政与司法认定提供有益思路。