商标生态系统：全球视角解读商标侵权、技术需求及商标研究的演变.pdf

商标生态系统全球视角解读商标侵权、技术需求及商标研究的演变目录3综述5重要发现6商标生态系统概览10侵权行为持续增长13流程改进：技术及其他15结论综述在当今的全球商业环境中，竞争已趋白热化如今，全球企业正在一个快速变化的国际舞台上激烈竞争，对他们产生影响的不仅有法律和政治因素以及转型变化中的经济体，先进技术的普及与融合带来的影响也不容忽视。对于商标行业来说，业务转型正在进一步重塑行业格局。越来越多的新来者进入这一市场，整合、并购等动作也愈加活跃。商标领域这种活跃度的提高以及市场的发展演化表明，知识产权 （IP）的价值正在不断提高，相应的对知识产权的投资也是水涨船高。在这样一个不断变化的动态环境中，企业需要利用一切可用的工具来提高竞争力，巩固市场地位。这些工具就包括各种形式的知识产权，商标的注册和保护也是其中之一，能够为企业未来的发展奠定基础，有助于建立品牌形象，兑现企业对客户、合作伙伴和潜在客户的承诺。重要性显而易见，然而在当前环境下，开发、注册和保护一个独一无二的商标变得越来越难。如今，商标申请数量比以往任何时候都多。根据世界知识产权组织（WIPO）的数据，2018 年的商标申请共1,100万件，涵盖类别达1,430万个，同比2017年增长15.5%。这也是商标申请量连续第九年增长1。在这样的增长中，中国的贡献最大，大多数新商标（740 万件）来自中国2。1 wipo.int/pressroom/en/articles/2019/article_0012.html2 wipo.int/pressroom/en/articles/2019/article_0012.html3全球有效商标数量接近 8,300 万件，因此，开发独一无二的新品牌在时间和预算上的压力可想而知从总体数量上看，全球范围内的有效商标总数已达8,290万件（数据来自SAEGIS on SERION全球商标数据库）。并且，随着越来越多的商标进入市场，商标申请的复杂性日益提高，面临的挑战也日趋严峻。传统商标也在发生变化。我们看到，投机式的商标申请越来越多，这恰好从侧面印证了知识产权的价值。例如，美国名人企业家凯莉詹娜最近为“rise and shine”这个短语提交了商标申请，NBA 球星勒布朗詹姆斯也曾试图为“Taco Tuesday”申请商标。尽管后者已被美国专利商标局 （USPTO）否决3，但这些事件表明商标申请格局正在发生演变。如此体量的商标申请和有效商标不仅对新商标的成功注册是一种挑战，而且也使现有商标的保护困难重重。商标和商标申请的数量越多，发生侵权的风险就越大，也就意味着需要投入更多时间和金钱来保护商标组合。从现实和经济的角度来看，许多拥有大量商标组合的企业不可能实时在所有渠道上监测所有商标。但是，这并不意味着品牌保护不重要。相反，这正好说明，整个商标管理流程从始至终都需要精简化、高效化，并根据商标组合的规模适当扩展或收缩，这样才能最大程度为整个商标组合提供保护。商标专业人士拥有大量工具和技术，可以在工作中助他们一臂之力。此外，他们还会与知识产权律师事务所、第三方提供商等专家合作，借助这些专家的专业知识和工具促进整个商标生态系统的健康发展。为了更深入了解商标专业人士的做法、观点和经验，科睿唯安CompuMark事业部委托开展了一项独立调研，对商标生态系统进行研究。这项研究由独立调查公司Vitreous World完成，调研对象为来自五个国家的351名商标专业人士，他们任职企业内部法律顾问或外部商标律师。3uk.finance.yahoo/news/why-kylie-jenner-might-face-hurdles-with-rise-and-shine-trademark-f iling-120039211.html 039211.htm4重要发现技术在商标管理流程中继续发挥主导作用商标专业人士对新工具和新技术的需求日渐迫切。 在商标研究和保护方面，技术被认为是最需要加强的因素（49%的调查对象选择该项）。另外，人工智能（AI）过去曾被认为可能对商标专业人士的工作构成威胁，但如今也被视为一种可以改善商标管理流程各环节的方法，尤其适合用于加快流程、开展预测分析和任务自动化。商标申请活动依然活跃，侵权行为也不断增加尽管二者之间并无确证的关联，但商标申请和侵权行为的确都呈现上升趋势。 48%的调查对象表示，今年申请的商标多于2018年（31%的调查对象与 2018 年持平） 2019年，85%的调查对象表示曾遭遇商标侵权，而在2018年和2017年，这一比例分别为81%和74% 侵权行为无处不在，从企业名称到社交媒体，从网站域名到广告宣传，广泛涉及多个渠道侵权带来的后果依然严重除了导致客户困惑、企业收益损失和品牌声誉受损之外，因侵权而导致的资金花费也十分高昂 46%的调查对象由于遭遇侵权而不得不变更品牌名称 75%的调查对象表示对侵权提起过诉讼 40%的调查对象在侵权案件上的诉讼成本在50,000美元至249,999美元之间企业内部流程和观念也在变化过去一年，在商标名称创建过程中，商标专业人士与市场营销等其他业务部门之间的合作越来越多。培训就是其中一种合作方式，无论是正式培训还是临时起意；30%的调查对象表示开展过此类的正式培训。商标版图正在扩大超过一半的调查对象表示，他们在过去 12个月内申请的商标超过上一年，而且令人意外的是，78%的调查对象将工业品外观设计纳入了他们的商标申请策略。5商标生态系统概览商标在全球商业领域扮演着十分重要的角色。无论初创公司还是市场上的成熟企业，商标的重要性不言而喻。因此，商标必须具有唯一性、合法性而且必须受到保护，这样才能减轻风险并实现商业价值最大化。然而，创新和变革的步伐之快却为品牌和商标专业人士创造了一个充满挑战的环境。无论WIPO的数据还是本次调研均表明，全球商标申请数量正在逐年增长。近半数（48%）的调查对象表示，过去12个月申请的商标数量与上年相比有所增加，31%的调查对象表示商标申请数量保持不变，21%的调查对象表示有所减少。来看具体数量：在过去12个月，40%的调查对象申请的商标数量为6-20件，23%的调查对象申请的商标数量为21-50件，9%的调查对象申请商标数量超过51件。与 CompuMark于2018年的调研相比，这些数字略有不同。商标数量增长的同时，种类也有所变化检索和申请的商标在数量上无疑呈现出上升趋势，而行业内的其他变化也值得关注。其中比较明显的是，调查对象申请的商标在类型上发生了变化。例如，图形商标的申请量有所增加，56%的调查对象表示，他们在去年提交了更多图形商标。图 1. 全球商标申请量6Trademarks play an important role in global commerce, regardless of whether they are start-ups or well established in the marketplace. As a result, marks must be unique, in good legal standing, and must be protected in order to mitigate risk and maximize commercial value. However, the pace of innovation and change creates a challenging landscape in which both brands and trademark professionals operate.The number of trademarks filed globally keeps growing year-on-year according to WIPO and this is supported by the research.Nearly half of respondents (48%) say they filed more trademarks in the last 12 months than they did in the previous year, 31% filed the same number of marks, while just 21% say they filed fewer marks.These figures are placed into context considering the number of marks trademark professionals say they filed in the last 12 months. While 40% filed 6-20 marks, 23% filed 21-50 and 9% filed more than 51. This is a slightly different picture compared to CompuMark results from its 2018 research.More marks, different marksWhile there is certainly upward movement in the number of marks that are being searched and filed, there are also other changes within the industry. Notably, this is in the types of trademarks that are being filed. For example, there has been an increase in the filing of image marks, with 56% of respondents saying they filed more in the last year. An overall view of the ecosystem0%10%20%30%40%50%51+21-506-201-5Figure 1. Trademarks filed globally申请商标数量62018 2019图 2. 经过检索的商标进行了检索的商标比例进行了检索的商标比例图 3. 经过检索的工业品外观设计和图形商标调查对象还表示，他们独自清查商标时面临着严峻的挑战，其中包括：数据过多（49%）、时间不足（44%）、资源不足 （38%）以及没有合适的工具和技术 （35%）令人意外的是，调查对象还表示工业品外观设计也在他们的商标申请之列。近八成 （78%）的调查对象称，他们已将工业品外观设计纳入其商标申请策略，而未将工业品外观设计纳入商标申请策略的调查对象则指出，他们之所以没有这样做是因为需求不足（45%）或预算短缺（33%）。可用性与保护商标管理流程的最理想做法无疑是在提交商标申请之前，申请人对所有商标先进行全面检索和侵权筛查。但实际上，并非所有申请人每次都能做到这一点，尤其是在时间、预算等资源不足的情况下。当问及有多少商标在提交申请之前经过检索，只有29%的调查对象表示，他们对超过四分之三的拟申请商标进行过检索。大多数调查对象表示，他们仅对26%-50%的商标进行过检索。同样，今年的结果与去年相比也有一些差异，尤其是检索商标比例最低和最高的调查结果。去年，只有20%的调查对象曾对其76%或以上的商标进行过检索，今年，这一比例提高至29%。2018年，13%的调查对象对1%-25%的商标进行过检索，而在2019年，这一比例下降至9%。商标检索和筛查当然不是一个容易完成的任务，因为有许多限制因素需要克服，例如资源方面的压力，尤其是内部资源。将近一半的（47%）调查对象在没有外部帮助的情况下独自进行商标清查，他们为此花费的时间为6-10小时。鉴于这些工作的费用情况，商标专业人士不得不在资源方面进行权衡。调查对象还表示，他们独自清查商标时面临着严峻的挑战，其中包括：数据过多（49%）、时间不足（44%）、资源不足（38%） 以及没有合适的工具和技术（35%）。至于工业品外观设计和图形商标，大部分商标专业人士的检索比例在26%-50%之间。7Surprisingly, respondents also say they are filing industrial designs. Nearly eight in 10 (78%) of trademark professionals say they have included industrial designs into their filing strategy, while those that dont say it is due to lack of demand (45%) or budget (33%),Availability and protectionBest practice certainly dictates that all trademarks should be thoroughly searched before filing. However, practically it is not always possible, especially when resources like time and budget are in short supply. When asked about how many trademarks they searched before filing, just 29% say they search more than three quarters of marks. Most respondents say they search between 26-50% of marks.Again, compared to the same result from last year, there are some differences, particularly when it comes to the least and most searched. Last year just 20% searched 76% or more of their marks, which has risen to 29%. In 2018, 13% searched 1-25% of marks, while in 2019, this has dropped to 9%.This is certainly not an easy task; with many factors to contend with, such as pressure on resources, especially in-house. Nearly half of respondents (47%) that clear marks on their own, with no outside help, say they spend between six to 10 hours. Considering that these could be billable hours, trademark professionals have to determine resource trade-offs. Respondents also say they face significant challenges when clearing a mark on their own; these include the fact that there is too much data (49%), not enough time (44%), not enough resources (38%) and not .)%53( seigolonhcet dna sloot thgir eht gnivahWhen it comes to how trademark professionals search industrial designs and image marks, the majority search between 26-50%. Respondents also say they face significant challenges when clearing a mark on their own; these include the fact that there is too much data (49%), not enough time (44%), not enough resources (38%) and not having the right tools and technologies (35%).0%5%10%15%20%25%30%35%40%76+51-7526-501-250%5%10%15%20%25%30%35%40%76+51-7526-501-25Figure 2. Marks searchedFigure 3. Industrial designs and image marks searched7Surprisingly, respondents also say they are filing industrial designs. Nearly eight in 10 (78%) of trademark professionals say they have included industrial designs into their filing strategy, while those that dont say it is due to lack of demand (45%) or budget (33%),Availability and protectionBest practice certainly dictates that all trademarks should be thoroughly searched before filing. However, practically it is not always possible, especially when resources like time and budget are in short supply. When asked about how many trademarks they searched before filing, just 29% say they search more than three quarters of marks. Most respondents say they search between 26-50% of marks.Again, compared to the same result from last year, there are some differences, particularly when it comes to the least and most searched. Last year just 20% searched 76% or more of their marks, which has risen to 29%. In 2018, 13% searched 1-25% of marks, while in 2019, this has dropped to 9%.This is certainly not an easy task; with many factors to contend with, such as pressure on resources, especially in-house. Nearly half of respondents (47%) that clear marks on their own, with no outside help, say they spend between six to 10 hours. Considering that these could be billable hours, trademark professionals have to determine resource trade-offs. Respondents also say they face significant challenges when clearing a mark on their own; these include the fact that there is too much data (49%), not enough time (44%), not enough resources (38%) and not .)%53( seigolonhcet dna sloot thgir eht gnivahWhen it comes to how trademark professionals search industrial designs and image marks, the majority search between 26-50%. Respondents also say they face significant challenges when clearing a mark on their own; these include the fact that there is too much data (49%), not enough time (44%), not enough resources (38%) and not having the right tools and technologies (35%).0%5%10%15%20%25%30%35%40%76+51-7526-501-250%5%10%15%20%25%30%35%40%76+51-7526-501-25Figure 2. Marks earchedFigure 3. Industrial designs and image marks searched工业品外观设计 图形商标72018 201988Given the number of marks respondents say they search before filing, it is important to understand how they make those decisions and what influences which trademarks are searched. In 2019, the main factor influencing search was overall investment in brand, selected by 28% of respondents, followed by budget (22%) and tier of brand (18%). This is rather different to 2018 results where budget was the most important factor (28%), followed by investment in the brand (25%) and anticipated revenue from the brand (19%). While the percentages dont differ significantly, it is interesting to note that budget is no longer the main consideration. This could possibly be due to the fact that professionals are getting bigger budgets to get this done, or simply because prioritizing overall investment is more important.This prioritization is in sharp contrast to the way that trademark professionals prioritize which trademarks to watch. In 2018, it was anticipated revenue from the brand that influenced watch, while in 2019, it is budget. Budget (28%)Investment in brand (24%) Anticipated revenue from the brand (19%)Overall investment in the brand (28%)Budget (22%) Tier of brand (18%)Figure 4. What influences which trademarks to search before filing20182019在得到上述检索商标的数据之后，我们还需了解商标专业人士如何作出这样的决定，以及他们根据哪些因素来选择特定商标进行检索，这一点非常重要。2019年，影响检索的主要因素是品牌总体投资，28%的调查对象选择了这个因素，排在第二位和第三位的分别是预算（22%）和品牌等级（18%）。这个结果与2018年截然不同。2018年的调研表明，预算是最重要的因素（28%），其次是品牌投资（25%）和品牌预期收益（19%）。尽管具体比例在这两年没有显著差异，但预算不再是主要考虑因素，这一点很值得考量。原因可能是商标专业人士在这项工作中得到的预算增多，也有可能仅仅是因为优先考虑总体投资更为重要。图 4. 根据哪些因素优先选择特定商标在申请前进行检索而在选择特定商标进行监测时，优先考虑的因素则与选择商标进行检索时明显不同。2018年，品牌预期收益是影响优先监测特定商标的主要因素，而在2019年，预算则成为主要因素。8Given the number of marks respondents say they search before filing, it is important to understand how they make those decisions and what influences which trademarks are searched. In 2019, the main factor influencing se r s erall investment in brand, sel y 28% of respondents, f llowed by bu ) and tier of brand (18%). This is rat r iff r nt to 2018 results where budget as the ost i portant factor (28%), followed by investment in the brand (25%) and anticipated revenue from the brand (19%). While the percentages dont differ significantly, it is interesting to note that budget is no longer the main consideration. This could possibly be due to the fact that professionals are getting bigger budgets to get this done, or s mply because prioritizing overall investment is more important.T is prioritization is in sharp c ntrast to the way that trademark professionals prioritize which trademarks to watch. In 2018, it was anticipated revenue from the brand that influenced watch, while in 2019, it is budget. Budget (28%)Investment in brand (24%) Anticipated revenue from the brand (19%)Overall investment in the brand (28%)Budget (22%) Tier of brand (18%)Figure 4. What influences which trademarks to search before filing20182019预算（28%）品牌投资（24%）品牌预期收益（19%）8Given the number of marks res s say they search before filing, it is i rt t to understand how they make those decisions and what influences which trademarks are searched. In 2019, the main factor influencing search was overall investment in brand, selected by 28% of respondents, followed by budget (22%) and tier of brand (18%). This is rather different to 2018 results where budget was the most important factor (28%), followed by i vestment in the brand (25%) and anticipated revenue from the brand (19%). While the percentages do t differ significantly, it is interesting to note that budget is no longer the main consideration. This could possibly be due to the fact that professionals are getting bigger budgets to get this done, or simply because prioritizing overall investment is more important.This prioritization is in sharp contrast to the way that trademark professionals prioritize which trademarks to watch. In 2018, it was anticipated revenue from the brand that influenced watch, while in 2019, it is budget. Budget (28%)Investment in brand (24%) Anticipated revenue from the brand (19%)Ov rall investment in the brand (28%)Budget (22%) Tier of brand (18%)Figure 4. What influences which trademarks to search before filing20182019品牌总体投资（28%） 预算（22%）品牌等级（18%）8Given the number of marks respondents say they search before filing, it is important to understand how they make those decisions and what influences which trademarks are searched. In 2019, the main factor influencing search was overall investment in brand, selected by 28% of respondents, followed by budget (22%) and tier of brand (18%). This is rather different to 2018 results where budget was the mo t important factor (28%), followed by investment in the brand (25%) and anticipated revenue from the brand (19%). While the percentages dont differ significantly, it is interesting to note that budget is no longer the main consideration. This could possibly be due to the fact that professionals are getting bigger budgets to get this done, or simply because prioritizing overall investment is more important.This prioritization is in sharp contrast to the way that trademark profession ls prioritize which trademarks to watch. In 2018, it was anticipated revenue from the brand that influenced watch, while in 2019, it is budget. Budget (28%)Investment in brand (24%) Anticipated revenue from the brand (19%)Overall investment in the brand (28%)Budget (22%) Tier of brand (18%)Figure 4. What influences which trademarks to search before filing20182019优先选择要监测的商标时，占比最高的几个因素如下：尽管影响监测的具体因素与去年相比有所变化，但是，被监测商标的数量大体不变。其中，大部分（37%）调