味觉商标的可注册性分析——以美国“欧加农案”为视角

20世纪90年代后期,随着经济的发展和技术的进步,商家越来越多地使用非传统商标作为营销手段以获取竞争上的优势。一般而言,非传统商标包括立体商标、颜色商标、声音商标、气味商标、动态商标、触觉商标、味觉商标等等。本文试图结合欧加农案对味觉商标的可注册性进行分析,其中包括对于味觉商标的显著性、味觉商标功能性以及味觉商标注册存在的主要问题的探讨,以期能为我国《商标法》第三次修改提供一些参考。

Registrability of Flavor Marks——In Light of Organon Case

Since the late 1990’s the enterprises are inclined to make use of non-conventional trademarks as marketing strategy in order to gain competitive advantage due to the economic prosperity and technical development.Generally speaking,non-conventional trademarks comprise three-dimensional mark,color mark,sound mark,smell mark,motion mark,touch mark and flavor mark and so on.This article attempts to analyze the registrability of flavor mark in light of the N.V.Organon case,including analysis to the distinctiveness, functionality and the main problem involved in the registration process of the flavor marks,hoping to afford some reference to the third revision of the Trade Mark Law in China.