Cacloai hinhthu'dng hieu NgQdi ta cd t h i chia thQdng hieu thanh nhieu foai nhu thUdng hieu san pham, thudng hieu DN.„ hoac chia thanh thUdng hieu hang hda, thuong hieu djch vu, [r]
(1)THi/0NG HI€U Vfl VAN D I BflO V€ THUONG HI€U
ThUdng hieu la tap hdp
c i c dau hieu d l phan biet hang hda, djch vu ciia doanh nghiep (DN) n i y vdi hang hda, dich vy cua DN khic C i c dau hieu cd t h i l i c i c chQ c i i , sd, hinh ve, hlnh tupng, s U t h l hien mau sac, am hoac sQ k i t hpp c i c yeu td dd Nhu vay, thuong hieu la mdt thuat ngQ vdi ndi ham rdng TrQdc h i t nd ta hinh tUpng ve hang hda (san pha'm) hoac DN Tuy vay, neu chi la hinh tupng vdi c i i ten, bilu trUng thdi thi chua du, an sau nd la chat lupng hang hda, djch vy, each Qng xQ cua DN vdi khich hang, cdng ddng, nhQng hieu qua va tien fch dfch thUc cho ngudi tieu dung hang h d a v i dich vu m i no mang lai thi thUdng hieu dd mdi di sau vao tam tri khach hang ThQdng hieu cdn gdp phan vao tri v i md rdng thi trudng cho DN, nang cao van minh thQdng mai va chd'ng canh tranh khdng lanh manh giQa c i c DN Trong dieu kien canh tranh gay g i t nhQ hien nay, nha't la cd nhieu hang hda cua nQdc ngoai t h i m nhap thi tradng Viet Nam thi viec cac DN phai tao cho minh va hang hda cua minh nhQng thQdng hieu la dieu
h i t sQc can thiet
Cacloai hinhthu'dng hieu NgQdi ta cd t h i chia thQdng hieu nhieu foai nhu thUdng hieu san pham, thudng hieu DN.„ hoac chia thUdng hieu hang hda, thuong hieu djch vu, thudng hieu nhdm, thUdng hieu tap the Mdi loai thuong hieu khic se cd nhQng d i e tfnh khac va d i e trang cho mdt t i p the hang hda, san pham hoac mpt DN nhi't dinh Cac nha nghien cQu ve kinh te cua Viet Nam thi chia thUPng hieu lam hai loai la thuOng hieu DN va thUdng hieu san pham
- ThUdng hieu DN: La thUdng hieu dung chung cho ti't ca cac hang hoa djch vy cua mdt DN Mpi hang hda thupc cac chung loai khac cua DN deu mang thUdng hieu nhu Vi du Vinamiik (gan cho cac san pham k-hac c u a Vinamiik) Honda (gin cho cac san pham hang hda khac cua Cdng ty Honda - Bao gdm xe may, d td, m i y c i y tay, may nd ) D i e diem ciia thQdng hi#u DN la khii quit rat cao va phai cd tfnh dai dien cho c i c chiing loai hang hda cua DN Mdt tinh dai dien va khai
Thai Drftftig
quit bj vi phgm hay mat di, ngudi ta se phai nghT den viec tao nhQng thUdng hidu c i biet cho tQng chung logi hang hda, djch vy d l Chung khdng anh hudng den thQdng hieu DN Xu hudng chung cua rat nhieu DN la thUdng hieu DN dUdc xiy dyng tren cd sd ten giao djch cua DN hoac tQ phan phan biet ten thuong mai cua DN; hoac ten ngudi sing lap DN (Honda, Ford4
- ThUdng hieu san pham: L i thUdng hieu cua mdt nhdm hay mdt sd chiing ioai hing hda nao dd, cd t h i mdt DN san xua't hoac cac DN khic san xui't va kinh doanh ThUdng hipu san pham thudng la c i c DN cung mdt khu vQc dja ly, gan bd chit che vdi chi dan dja ly va ten gpi xui't xQ hing hda san xua't dudi cung mdt thuong hi#u Vi dy rUdu manh Cognac cCia Phap c i c Cdng ty khic cung mdt hiep hdi Cognac siin xua't nhu Henessy, XO, Napoleon„ Hay Vipt Nam da cdng nhan chi d i n dia ly/ten gpi xui't xQ cua nudc mam PhQ Qude thi khdng cd nghTa chi mdt DN d PhQ Qud'c san xua't m i cd t h i c i c DN khac d Phu Qud'c san xua't nhung <r
So KH & CN
(2)•phai tuin thu c i c dilu kien cDa chi d i n dja ly/ten gpi xui't xQ v i phai cung Hiep hdi nganh hang "Nudc mam Phu Qude" thi cac san phi'm deu dUdc mang thUdng hieu "NQdc mam
Phu Qud'c" va se cd ten cd sd san xui't d phfa dUdi l i tenDN
Chiifc nang cua thifdng hi^u
- Nhan bilt v i phin biet thQdng hieu: Oiy l i chQc ning ri't d i e trUng va quan trpng cua thUdng hieu, k h i nang nhin bilt dupe cQa thUdng hieu l i y l u td khdng chi quan trpng cho ngudi tieu dung m i cdn cho ck ON quan trj v i dieu hinh hoat ddng cQa minh Thdng qua thUdng hi§u ngQdi tieu dung v i n h i san xuat cd t h i d l dang phan biet hing hda cQa DN n i y so vdi DN khic ThUdng hieu cung ddng vai tro quan trpng viec phan doan thj trudng cua DN Mdi hing hda mang thUdng hieu khac se dua nhQng thdng diep khic dya trdn nhQng dau hieu nha't djnh nham dap Qng nhQng nhu cau cua ngudi tidu dQng va thu hut sy chu y cua nhQng t i p hpp khach hang khic Khi hing hda cang phong phu, da dang thi chQc ning phan tiet cing trd nen quan trpng Mpi di'u hieu g i y khd l<hin phin biet se l i m giam uy tfn va cdn trd sy
phit triln cua thUdng hieu, thyc t l ldi dyng sy d l nham l i n cua c i c da'u hieu tao nen thUdng hieu, nhiiu DN cd y dd xau da tao nhQng di'u hidu gan gid'ng vdi thUdng hieu ndi tieng d l cd tao sy nham l i n cho ngUdi tieu dung
- Thdng tin v i chi d i n : ChQc ning thdng tin v i chi d i n cua thUdng hieu t h i hipn d chd: thdng qua nhQng hinh anh, ngdn ngQ hoac c i c dau hieu khic, ngQdi tieu dung cd t h i nhin bilt dUdc phan n i o v l g i i trj sQ dyng v i cdng dyng cua hang hda NhQng thdng tin v l ndi san xui't, dang ci'p cua hing hda cung nhu dilu kien tieu dung cung phan n i o dQdc t h i hi#n qua thUdng hieu Ndi chung thdng tin m i thUdng hieu mang d i n ri't phong phu va da dang Vi vay, c i c thUdng hieu can phai t h i hien rd rang, cy t h i va cd t h i nhin bilt, phin biet nham tao SQ thinh cdng cho mdt thUdng hieu
- Tao SQ cdm nhin va tin cay: ChQc ning n i y l i sQ Cctm nhin cua ngudi tidu dung ve sy khic biet, ve sU Uu vipt hay an tam, thoai m i i , tin tudng tieu dung hing hda, djch vy lya chpn ma thUdng hieu dd mang lai (Vidy xe m i y Nhat, d i n i m Sony, bia Heineken.„) Ndi d i n sy cam nhin l i ngUdi ta ndi d i n an
tUdng n i o dd v l hang hda, djch vy t i m tri ngUdi tieu dung Sy cam nhin cua
ngudi tieu dung khdng phai tu nhien ma cd, nd dUdc hinh thinh tdng hpp tQ cac y l u td cQa thUdng hipu nhu mau sac, ten gpi, bieu trung, i m thanh, khau hieu, v i sU trai nghiem cua ngudi tieu dung Cung mdt hing hda, djch vy nhung cam nhan cua ngQdi tieu dung cd t h i khic nhau, phy thupc vao thdng diep hoac hoin canh tiip nhin thdng tin, hoic phu thupc v i o sy trai nghiem cCia ngudi sQ dyng Mpt thQdng hieu cd dang ci'p, da dupe chip nhan se tao mpt sy tin cay ddi vdi khich hing v i khich hing se trung thinh vdi thUdng hieu v i djch vu dd Chi't lupng hing hda, djch vy l i y l u td quylt djnh Idng trung t h i n h cda khich h i n g , nhung thUdng hieu l i dpng lyc eye ky quan trpng d l giQ c h i n khach hang d lgi vdi hang hda, djch vu v i l i dia chi 6e ngudi tieu dung dat Idng tin ChQc nang n i y chi dQpc t h i hipn thUdng hieu da dupe chip nhan tren thj trudng
- ChQc nang kinh te: ThUdng hieu mang nd mdt g i i tri hien tai v i tiem nang G i i tri dd dUpc t h i hien rd nhat sang nhUdng t h u o n g h i e u ThUdng hieu dUde coi l i t i i
a-.So KH S CN
(3)•y-san vd hinh va ra't cd gia trj eua DN Gia trj cua thUOng hieu ri't khd dinh doat, nhUng nhd nhQng ldi t h i m i thudng hieu mang lai, hing hda, djch vy se ban dUOc nhieu hdn, thim chi vdi g i i cao hdn, d l thim nhap v i o thj trudng hdn ThUdng hieu khdng ty nhien m i cd, nd dUde tao vdi nhiiu khoan dau tu va chi phi khic nhau, nhQng chi phf dd tao nen g i i trj eua thUdng hieu Lpi nhuan va tilm ning ma DN cd dupe nhd sQ ndi tiing cua thUPng hieu se quy djnh g i i trj tai chfnh eua thUPng hieu
Ldi ich kinh te cua thUdng hieu
Mang lai nhQng Ipi fch cho DN: Khi mdt thuong hieu d i dUOc khich hing chi'p nhip, nd se mang lai cho DN nhQng lOi fch dfch thuc d l nhin thi'y Dd l i kha ning tiip can thj trudng d l ding v i s i u rdng hOn ca dd l i mdt chung loai hing hda mdi (vi dy nhu Wave @ thude san pham cua Honda ); tao cO hdi thim nhip va chiim ITnh thj trudng ddi vdi c i c thUdng hieu manh Hang hda mang thUdng hieu ndi tiing cd t h i b i n g i i cao hOn so vdi c i c hing hda tuong ty nhung mang thuong hieu xa la Ngoii ra, mdt thUOng hieu manh se giup b i n dupe nhiiu hang hPn (nhd t i e dyng tuyen truyin v i phd
bien kinh nghiem cua chinh nhQng ngQdi tieu dung)
Thu hut dau tU: ThUdng hieu ndi tieng khdng chi tao nhQng ldi the nhi't djnh cho DN qua trinh ban hang va cung ci'p djch vu, ma edn tao dieu kien v i nhu l i mdt sa dam bao thu hut dau tu va gia ting c i c quan he b i n hing Khi d i mang thuong hieu ndi tiing, c i c n h i dau tU se khdng cdn e ngai dau tu v i o DN va cd phieu cua DN Dilu se tao mdi trudng thuan Ipi cho DN kinh doanh, gdp phan giam g i i san pham v i ning cao sQc canh tranh ciia hing hda v i DN
Thuong hieu l i t i i san vd hinh v i cd g i i trj cua DN: thuong hieu l i t i i san cua DN, nd la tdng hpp cua ri't nhiiu y l u td, nhQng thinh qua m i DN tao dQng dQpc sud't q u i trinh hoat ddng cuaminh Chfnh sy ndi tiing eua thuong hieu nhu l i mdt dam bao cho Ipi nhuan tiem ning eiia DN
Van de bao ve thUdng hieu X i y dyng thUPng hieu ludn di lien vdi bao ve thuong hieu D l bao ve thuong hieu trudc h i t DN can x i c djnh c i c nguy cd bj chiim dyng, dja ban cd t h i bj chiim dyng va kha ning bao ve ciia phip luat, d l cd t h i dua c i c phUdng i n hinh ddng cy t h i Dang ky bao hd thuong hieu l i viec
dau tien m i DN can l i m d l bao ve thuong hieu
Hien nay, c i c v i n ban phip luat cua Viet Nam khdng de cap den thuat ngQ thudng hieu, vi the ding ky bao hd thuong hieu can phai duoc hiiu la ding ky bao hd cac dd'i tUdng sd hQu tri tue, lien quan nhu nhin hieu hing hda, ten gpi xui't xQ, chi d i n dia ly hoac kilu ding cdng nghiep, ban quyln neu nhQng yeu td niy gdp phan tao nen thUdng hieu Tuy theo tQng trQdng hdp cu t h i m i tien hanh ding ky bao hd theo quy djnh ciia phap luat D l ding ky thinh edng thuong hieu, tQ thiet k l thUPng hieu cic DN nen tranh thu y kiln cua cic chuyen gia tu vi'n, ciia luat su d l khdng xay tinh trang trung lap hoac tranh chi'p d Viet Nam, cd quan tiip nhin ddn ding ky va ci'p giiy chQng nhin ding ky nhin hieu l i Cyc Sd hQu tri tue (Bd Khoa hpc v i Cdng nghe)
Mudn d i n g ky bao hd tai nude ngoii thi DN cd t h i gQi ddn tryc t i i p d i n cd quan Sd hQu tri tue nude mud'n ding ky hoac thdng qua Cue Sd hQu tri tue Viet Nam d l ding ky theo thda Qdc Madrid Rieng tai My, DN cd t h i gQi ddn d i n g ky true t i i p hoac t i l n hinh d i n g ky qua mang t a i W e b s i t e : w w w uspto.org.us
Ben canh viec ding ky ôã
So KH & CN
(4)«-bao hd thuong hieu, sy chu ddng v i c i c bien p h i p ty bao ve DN ddng mdt vai trd h i t sQc quan trpng P h i t t r i l n he thdng p h i n phd'i hang hda mdt c i c h rdng khap v i h o i n hao cung vdi khdng ngQng cai t i l n , n i n g cao chi't luong h i n g hda v i dich vy l i bien p h i p then chdt d l han c h i sy t h i m nhap v i e h i i m dung thudng hieu cung nhU sy p h i t t r i l n ciia h i n g n h i i n h i n hieu Md rdng he thd'ng p h i n phd'i se tao dieu kien d l k h i c h h i n g t i i p xuc tryc t i i p vdi h i n g hda cua DN v i n h i n dupe thdng tin tu vi'n tQ DN, vi t h i m i d i han e h i ri't n h i i u sQ t h i m n h i p cua h i n g gia n h i n hieu C i c bien p h i p xQ ly kien q u y l t v i cQng ran cua DN dd'i vdi h i n g n h i i thUdng hieu v i k i l u d i n g cdng nghiep se c i n g l i m cho ngudi tieu dung tin tudng hdn d DN v i chinh c i i dd d i vd tinh n i n g cao vj t h i thuong hieu D l bao ve thuong hieu thi cdng t i c tuyen t r u y i n , phd b i i n k i l n thQc tieu dung, giup dd cdng ddng v i xQ ly nhanh chdng c i c sQ ed eung l i nhQng bien p h i p ri't hQu hieu
C i c h thQc thdng thudng ma c i c DN can t i l n h i n h trUdng hpp bj x i m pham v l thUPng hieu la yeu cau c i c CO quan N h i nude cd tham q u y l n cd bien p h i p d l bdo ve q u y l n Ipi hdp p h i p ciia minh nhu bupc
chi'm dQt hanh vi x i m pham, bdi thudng thiet hai, xQ phat h i n h ehinh hoac truy cQu.traeh nhiem d i n sQ De giup c i c cO quan Nha nUdc cd tham q u y l n thyc hien td't chQc n i n g ve bao hd q u y l n sd hQu cdng nghiep, DN can eung ci'p day du c i c thdng tin, chQng cd v l viee bj x i m pham quyen sd hQu cdng nghiep N g o i i , quy djnh v l sd hQu cdng nghiep tai Bd luat d i n sy, c i c Nghj djnh eiia Chinh phu lien quan d i n bao hd q u y l n sd hQu cdng nghiep
Oang ky thUdng hieu tai nUdc ngoai
N h i i u chi dan dja ly, ngudn gd'c xua't xQ va c i c d i e san ndi t i i n g cua Viet Nam bj c i c edng ty nUdc n g o i i loi dyng danh t i i n g thUdng hieu n h i i u n i m qua Ban quyen n h i n hieu h i n g hda ciia Viet Nam dang l i mdt van d l dang lo ngai Dd'i vdi c i c thuong hieu cua Viet Nam bj e h i i m dyng thudng lien quan d i n ngudn gd'c xui't xQ, nghTa l i c i c thuong hieu ndi t i i n g eua Viet Nam nhung chua dUde d i n g ky bao hd c i c y l u td cau t h i n h thuong hieu tai nude n g o i i (vi dy nhU: nude mam Phu Qud'c, gao Nang HUOng, ca phe Trung Nguyen ) De xin d i n g ky bao hd c i c y l u td ve chi d i n dja ly/ten gpi xui't xQ h i n g hda ri't tdn kem v i ddi chung ta chua du kha
n i n g thUc hien v l khao s i t d i l u tra d l ci'p gii'y chQng nhan d Viet Nam v i qud'c t l
Tuy nhien, dd'i vdi cac nhan hieu h i n g hda thdng thudng khdng cd lien quan d i n chi d i n dja ly hay ngudn gd'c xui't xQ thi viee d i n g ky tai thj trudng nUde ngoai kha ddn gian Vi vay, d i n g ky bao hd tai thj trudng nude n g o i i l i ra't can thiet Cd hai hinh thQc nop don dd'i vdi DN Viet Nam l i nop don true t i i p hoac nop ddn thdng qua Thda Ude Madrid; lya chpn c i c h thQc nop don n i o l i thude v i o kha n i n g eua DN va thj trudng ma DN quan tam
Bao hd nhan hieu thdng qua Thda Udc Madrid: Thda Udc quy djnh cdng d i n cua ti't ca c i c nudc t h i n h vien ed t h i dat dupe sQ bao hd tai c i c nUdc khac cho nhan hieu cua minh dd'i vdi h i n g hda djch vy da dupe dang ky tai nude xua't xQ, bang viee nop ddn d i n g ky n h i n hieu dd tai Van phdng qud'c t l v l sd hQu tri tue, thdng qua trung gian l i nUdc xui't xQ
Mdt nude dUOc coi la nudc xui't xQ n l u nUde dd la t h i n h vien Hiep hdi v l d i n g ky qude t l nhan hieu hang hda v i ngudi nop ddn phai thda m i n mdt ba d i l u kien: (1) NgUdi nop ddn cd CO sd kinh doanh thye sy tai nude dd; (2) Ngadi nop ddn ed ehd d ed dinh tai nude dd; (3) NgUdi ndp ddn la edng dan nudedd./
36 KH & CN
.uspto.org.us