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商标名称通用化或者所谓商标退化,是指某一商标标识所具有的显著特征被减弱,逐渐演变为特定商品的通用名称的现象。商标名称通用化的情形在国内外普遍存在,产生原因主要包括:商标本身的显著性较弱、权利人将商标当通用名称使用、新产品的名称难以被接受、权利人不告知产品名称、其他厂商的错误使用、产品长期处于垄断地位、政府部门的不当行为,以及字典或媒体的错误描述等。商标名称的通用化不仅在法律层面上削弱了商标的保护范围,或者可能引起商标注册被撤销的后果,而且在商业层面上将导致商标功能无从发挥,致使商标价值消失。为了避免商标名称通用化的风险,商标权人应当防御性地规划商标名称的使用,积极宣示商标信息,干预商标名称的错误使用,并制止商标名称通用化的侵权行为。即使已出现商标名称通用化的事实或危险,商标权人也可以持续进行商标显著性回复之努力。
The common name of trademarks or the so-called trademark degradation refers to the phenomenon that the salient features of a trademark mark are weakened and gradually evolved into the common name of a specific product. The generalization of trademark names is widespread at home and abroad. The reasons for this include: the distinctiveness of trademark itself, the right holder’s use of the trademark as a common name, the difficulty of accepting the name of the new product, the objection of the obligee to the name of the product and other Misuse of the manufacturer, long-term monopoly of the product, misconduct by the government, and misinterpretation of the dictionary or media. The commonality of trademark names not only weakens the scope of trademark protection on the legal level, or may result in the revocation of trademark registration, but also at the commercial level will lead to the impossibility of trademark functions, resulting in disappearance of trademark value. In order to avoid the risk of the common name of the trademark, the trademark owner should plan the use of the trademark name defensively, actively declare the trademark information, interfere with the wrong use of the trademark name, and stop the common trademark infringement. Even if the fact or danger that the common name of the trademark has appeared, the trademark owner can continue the efforts of the salience of the trademark.