「MONSTER」商標 騰訊最終贏了美國能量飲料公司
在產品問市以前，商標的佈局是很重要的一環，因為我們不會知道不久的將來，是否也會如案例中，同樣地遇到有近似商標註冊成功的問題存在。一個商標組合中，通常會有一個主要元素，而這個主要元素是申請者預期能使消費大眾記住的記憶點。商標佈局策略可由此處發想，申請者可以利用主要元素，延伸出相似的組合標誌，並將其註冊成商標。以中國的「阿里巴巴」為例，他們為了防止他人山寨自己品牌，大量地註冊「防禦性商標」，像是「阿里爸爸」、「阿里媽媽」等，可以見得「阿里」二字，是「阿里巴巴」商標的主要元素，而「巴巴」是次要元素，並聯想出「爸爸」及「媽媽」與「阿里」的組合。因此，若想要讓商標全面地被保護，不妨試想該商標的主元素與次要元素，並且創造出屬於自己的「防禦性商標」。
Designing a strategy layout for Trademark is very important before products being launched, because we don’t know if we will meet some similar trademarks being successfully registered, like the case in this article, in the near future. In the combination of trademark, it usually has one main element, which would be expected by the applicant, to catch consumers’ eyes.
From this point of view, we can plan our own Trademark’s Strategy Layout by creating similar composed marks, by utilizing this main element of trademark, then, to have these similar composed marks registered as trademarks.
Take “Alibaba” of China for example, they abundantly registered “Defensive Trademarks” for protect their brand from being pirated, such as “Alipapa” and “Alimama”. It can be seen that “Ali” is a main element of trademark “Alibaba”; “baba” is a minor element that associates “papa” and “mama” to combine each other with “Ali”. Therefore, if you are the person who’d likes to protect your own trademark thoroughly, you could try to think about which the main and minor element would be in the trademark, and then create your unique Defensive Trademark.
