Hom ntawm yeem: tag nrho cov classifications

Trademark - ib qho ntawm feem tseem ceeb cov ntsiab lus nyob rau hauv marketing, uas muaj ntau nta. Classifications ntawm trademarks ib tug ob peb: nyob rau hauv daim ntawv ntawm cov kev qhia, txoj cai ntawm cov tswv cuab daim ntawv. Peb yuav tsum tsis txhob hnov qab tias cov trademark - ib feem ntawm ib tug loj lub tswv yim - neeg yog leej twg.

Tswvyim thiab hom trademarks

Trademark, lag luam tawm kos (lwm lub npe - trade kos) - ib tug sau npe los cim ua ke ntawm cov tsiaj ntawv los yog tus xov tooj, cov khoom duab, tsim los qha nws, coj cov lus qhia txog cov chaw tsim tshuaj paus.

Qhov no txoj kev ntawm individualization chaw tsim tshuaj paus sau npe los ntawm cov xeev tsev ntawm Lavxias teb sab Federation thiab lwm lub teb chaws. Nws yuav kom txoj cai mus siv lub xaiv ua cim thiab lawv kev cai lij choj tiv thaiv. Cov yav tas yog muaj nyob rau hauv ntau tshaj li 160 lub teb chaws, uas 90 - nyob rau theem ntawm txoj cai.

Nyob rau hauv peb lub teb chaws, tag nrho cov kev siv ntawm cov trademark muaj kev tiv thaiv los ntawm txoj cai "Nyob rau yeem, Service Marks thiab Appellations ntawm keeb kwm" (1992).

Nyob rau hauv tas li ntawd, cov lag luam tawm cim muaj kev tiv thaiv los ntawm cov nram qab no ua:

• Lub Paris Convention ntawm 1883
• Madrid Convention rau International Sau npe ntawm hom lub npe (1981).
• sau npe ntawm ib tug lag luam tawm kos daim ntawv cog lus (1973).

Trademark - muaj nuj nqi

Hom trademark zog yuav sau ua ke raws li nram no:

1. Qhov no yog pov thawj ntawm lub siab theem ntawm cov khoom zoo.
2. Lub xub ntiag ntawm xws li ib tug cim generates buyer cog qoob loo nyob rau hauv cov khoom vim mus rau qhov zoo lub koob npe nrov ntawm lub chaw tsim tshuaj paus.
3. Qhov no yog lub hauv paus uas cov qib thiab advertising (ua ntej nws tag nrho cov hom ntawm trademarks, ntawm chav kawm, yuav tsum lawv tus kheej yuav zoo propiarit).

Nws yog ntseeg hais tias cov khoom muag nyob rau hauv lub hom lub npe, yuav tau hauv 15-25% ntau dua Dawb Label. Dhau li ntawd, cov trademark cim yog feem ntau ib tug tseem ceeb khoom tswv cuab - Coca-Cola kos npe rau nqi tshaj, nyob rau daim ntawv thov los ntawm tus tswv ntawm lub li, $ 3 billion.

Hom xa mus rau lub hom

Lwm tog uas characterizes lub trademark, yog lub hom ntawm nws los. Nyob rau hauv tag nrho muaj cov plaub:

1. Trademark. Nws muaj xws li ib lub cim, ib tug los yus xim los yog ib tug ua ke ntawd, yog nqus tau.
2. Hom lub npe. Nws muaj abbreviations, lo lus, tej zaj lus, cov tsiaj ntawv - txhua yam uas koj muaj peev xwm hais.
3. Khw duab - tus kheej hom corporation.
4. Trademark - tag nrho cov saum toj no, tiv thaiv cov cai thiab cov kev cai lij choj. Cov yav tas yog denoted los ntawm tsab ntawv R nyob rau hauv ib lub voj voog.

Ib suam ntawm ntau ntau yam ntawm cov khoom muaj npe cim

Tag nrho cov hom ntawm cov trademarks thiab cov kev pab cov qhab nia tej zaum yuav tsum tau muab faib nyob rau hauv cov nram no classifications:

1. Hais txog qhov kev competences ntawm cov tswv cuab: ib tug neeg thiab sib koom.
2. Nyob rau hauv peb tes num: khoom, khoom kab.
3. Nyob rau hauv daim ntawv ntawm cov kev qhia: ntim, suab, ua ke, hais lus, graphic.

Cov feem nthuav mus xav txog yuav muab lub xeem.

Ib suam ntawm ntau ntau yam ntawm kev qhia

Hom ntawm trademarks nyob rau hauv daim ntawv ntawm cov kev qhia no muab faib ua ob peb pawg:

1. Lo lus - hais npe thiab slogans. Cov feem ntau qeb, muaj xws li ob leeg cov lus thiab neologisms. Piv txwv li, "Vkontakte", "Niaj hnub", "Twix", iPhone, qhov rais. Los yog: "Gillette qhov zoo tshaj plaws ib tug txiv neej." "Muaj ib lub tswv yim - yog IKEA," thiab lwm yam ...
2. Graphic - cim thiab nco dluab ntawm neeg, tsiaj txhu, paub daws teeb cim, kab, duab - cim thiab logos. Cov no muaj xws icons "Adidas", "APL", "Lacoste", "Facebook", Railways, thiab lwm yam D.
3. Tej. Yog ib tug tsawg hom. Nws portrayed yog cov khoom nws tus kheej los yog nws cov ntim. Xws li ib tug duab los yog yees duab yuav tsum tsis txhob yuav schematic, ua kom pom tseeb rau hauv lub hom phiaj ntawm cov khoom los yog tej khoom vaj tse. .. Piv txwv li, ib daim duab phau ntawv, ib lub xov tooj txawb, tais diav, nqus tsev ntxhua khaub ncaws, thiab lwm yam peb-dimensional cim yuav tsum muab sau ua ke rau tej xam qhovkev xwb nws sawv cev rau cov khoom nta: McDonald lub clown, tsiaj Wimm-Bill-Dann Brends thiab lwm yam ...
4. Suab. Qhov no yog ib feem ntawm ib zaj kwv txhiaj los yog ib lub suab uas characterizes no lub tuam txhab. Nws yog ib heev nrov ob leeg nyob rau suab advertising thiab nyob rau hauv lub xov xwm - qhov no yog hu ua ib tug jingle suab paj nruag. Feem ntau nws hu hom lub npe los yog lus hais tias ntawm lub tuam txhab, piv txwv li: "Gallina Blanca, glug-glug, glug-glug" "Mm-m, Danone." Qhov no kuj muaj xws li lub chaw nres tsheb txoj kev hu kos npe rau thiab cov kev broadcasts, tune rau zoo siab txais tos los yog farewell txaws screen TV.
5. Ua ke muab ob peb hom kev faib: ib cov lus hais tias thiab cov duab, logo thiab suab.
6. Olfactory. Qhov no yog lub feem ntau tsis tshua muaj thiab txawv txawv hom ntawm trademarks. Sawv cev cov tshuaj tsw qab, feem ntau twb tsis muaj kev sib raug zoo rau cov khoom. Sau npe ib tug neeg lub cim yog heev yooj yim - koj xav tau ib tug paub piav qhia txog ntawm cov tshuaj tsw qab, nws cov tshuaj mis, cov kev hloov ntawm "pob paj" ntawm nws cov constituent neeg tsw. Nyob rau hauv peb lub teb chaws, cov mas tias yog tsis yog sawv cev.

Nyias, muaj cov piv txwv ntawm tus ntxhiab qhab nia ntawm cov khoom:

• vanilla thiab lavender - sau;
• tsis hnov tsw ntawm freshly txiav nyom - ntaus pob tesniv khoom;
• Liab naj hoom - tsheb log tsheb;
• perceptible tsis hnov tsw ntawm muaj zog npias - darts xib xub hluav taws;
• txiv qaub nyom - SPA-khw txiav, thiab lwm yam ...

Cov kev xav ntawm style ntawm ruaj

Hom trademark yog ib qho tseem ceeb ib feem ntawm lub ntiaj teb no tswvyim - lub tuam txhab style. Neeg leejtwg - ib tug txheej ntawm txawv txoj kev thiab txoj kev uas cuag tau cov khoom uas sawv cev rau qhov tseeb nyob rau hauv ib tug uniform yam thiab ua kom tiav. Cov tswvyim no coj tau ua ke nyob rau hauv ib tug:

• trademark;
• proprietary typeface ;
• ib tug neeg ua ke ntawm cov xim;
• logo;
• Neeg unit - ib tug ua ke ntawm lub npe, logo, cov lus hais tias, tej explanatory ntawv nyeem;
• niaj hnub zoo li qhov lub tuam txhab - layout ntawm phau ntawv thiab cov duab, hom ntawv, thiab lwm yam ...

Trademark, nyob rau hauv qhov tseeb, yog lub "ntsej muag" ntawm lub tuam txhab, ib tug tshwj xeeb, kev tiv thaiv los ntawm kev luam thiab plagiarism. Nws xaiv - ib tug ntau.