Thương hiệu và vấn đề bảo vệ thương hiệu

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<b>THi/0NG HI€U Vfl VAN D I BflO V€ THUONG HI€U </b>

T

hUdng 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 , con sd, hinh ve,
hlnh tupng, s U t h l hien mau
sac, am thanh... 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 do 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 duy 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 khi 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 thanh nhieu foai
nhu thUdng hieu san pham,
thudng hieu DN.„ hoac chia
thanh thUdng hieu hang
hda, thuong hieu djch vu,
thudng hieu nhdm, thUdng
hieu tap the... Mdi loai
thuong hieu khic nhau se
cd nhQng d i e tfnh khac
nhau 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
nhau cua DN deu mang
thUdng hieu nhu nhau. Vi du
Vinamiik (gan cho cac san
pham k-hac nhau c u a
Vinamiik). Honda (gin cho
cac san pham hang hda
khac nhau 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 khi tinh dai dien va khai

Thai Drftftig

quit bj vi phgm hay mat di,
<i>ngudi ta se phai nghT den </i>
viec tao ra 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 trong 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 do
mdt DN san xua't hoac do
cac DN khic nhau san xui't
va kinh doanh. ThUdng hipu
san pham thudng la do c i c
DN trong 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 do c i c Cdng ty khic
nhau trong 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 do c i c DN khac nhau d
<i>Phu Qud'c san xua't nhung <r </i>

So KH & CN

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•phai tuin thu c i c dilu kien
cDa chi d i n dja ly/ten gpi
xui't xQ v i phai cung trong
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
<i>tieu dung m i cdn cho ck ON </i>
trong 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 trong viec
phan doan thj trudng cua
DN. Mdi hing hda mang
thUdng hieu khac nhau se
dua ra nhQng thdng diep
khic nhau 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 nhau. 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 khi phin biet se l i m
giam uy tfn va cdn trd sy

phit triln cua thUdng hieu,
trong 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 ra
nhQng di'u hidu gan gid'ng
vdi thUdng hieu ndi tieng d l
cd tao ra 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 ra
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 khi tieu dung
hing hda, djch vy khi lya
chpn ma thUdng hieu dd
mang lai (Vidy xe m i y Nhat,
d i n i m thanh 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 trong 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 ra 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 do v i l i
<i>dia chi 6e ngudi tieu dung </i>
dat Idng tin. ChQc nang n i y
chi dQpc t h i hipn khi thUdng
hieu da dupe chip nhan tren
thj trudng.

- ChQc nang kinh te:
ThUdng hieu mang trong nd
mdt g i i tri hien tai v i tiem
nang. G i i tri dd dUpc t h i
hien rd nhat khi 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

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•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 ra 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 ngay
ca khi dd l i mdt chung loai
hing hda mdi (vi dy nhu
Wave @ thude san pham
cua Honda...); tao ra 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
ra nhQng ldi the nhi't djnh
cho DN trong 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 khi dau tu v i o DN va cd
phieu cua DN. Dilu nay se
tao ra mdi trudng thuan Ipi
cho DN trong kinh doanh,
gdp phan giam g i i thanh 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
trong 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 ra 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, trong 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, ngay tQ khi 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 ra tinh trang

<i>trung lap hoac tranh chi'p. d </i>
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 «•

So KH & CN

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«-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
trong 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.
<i>De giup c i c cO quan Nha </i>
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 trong 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
<i>Trung Nguyen...). De xin </i>
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 khi 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 tuy 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 trong 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./.

<i>36 KH & CN </i>

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