作　　者： ;

机构地区： 华南理工大学

出　　处： 《特区经济》 2012年第2期262-264,共3页

摘　　要： 商标具有符号表彰功能。科技企业追求创新,科技企业商标的商标符号表彰功能更多是依据创新理念进行文化诠释、时尚表现、生活方式变革或新的技术工具的传达。由于商标符号表彰的是新现象、新事物,消费者更容易脱离产品的自然属性主动赋予商标以各种内涵,同业竞争者可能会有意误用,媒体可能会将商标与商标表彰的功能等同。这正是科技企业商标的符号表彰的法律风险之所在。对科技企业来说,如果控制策略得当,企业商标将大幅增值;如果控制策略不当,就会导致商标退化,最终可能使科技企业失去商标法律保护的根据。因此,在发挥商标符号表彰功能的过程中,科技企业商标所有人要采取妥当的法律策略。 Trademark serves as ideogram function.Science-and-technology enterprises purse to invent,and ideogram function of trademark in science-and-technology enterprises is mostly conveyed via cultural interpretation,fashion-showing and alteration of life style as well as newly technological instrument in accordance with innovative philisophy.Owing to new phenomena and new objects that trademark idogram have shown,it seem more easily to be that customers on their own connote trademark in various ways departing from natural character of product,that trademark might well be misused intentionally in horizontal competition,and that the media probably make functional equivalent between the trademark and ideogram function of trademark,all of which are legal risks of ideogram of trademark in science-and-technology enterprises.The value of enterprise trademark would upgrade to substantial extent if science-and-technology enterprises operate their controlling strategies perfectly,otherwise,degeneration of trademark and even being outlawed ultimately.Therefore,the owner of trademark in Science-and-technology enterprises shall take appropriate lawful strategies to carrying out ideogram function of trademark.

关 键 词： 科技企业 商标 商标退化 符号表彰

领　　域： [经济管理]