套用4C行銷理論避免商標通用化: 以Google商標為例

企業該如何利用行銷策略，有效避免商標通用化﹖智慧財產與行銷策略，表面上看似是毫無相似之處的研究領域，但企業若要順利營運，兩者之間的平衡是十分關鍵的。本研究目的在於拉近商標管理與行銷策略，二專業領域的距離。有些像彼特森等(Robert A. Peterson et al.) 學者，曾探討行銷對於造成商標稀釋的影響；也有學者曾探討行銷造成商標混淆誤認的潛在可能；有些學者更是探討心理學、行銷與商標的關聯性，但對於行銷策略與商標通用化直接的關聯性，存在的討論卻非常少。針對該議題近十年來有一重要判決為Elliot v. Google Inc. 的判決，因此本研究以商標法觀點分析此案件，並套用邱志勝教授所提出的4C行銷理論，進一步釐清行銷策略與商標管理的關係，並提出企業可執行的結論，避免制定未考量周全而造成商標通用化的行銷策略，達到釐清二研究領域關係的目的。為達到此目的，本研究的研究方法包含文獻回顧、質性研究與量化研究，質性研究包含兩個焦點訪談，量化研究為一線上問卷調查。雖然Google 在Elliot v. Google Inc.的判決中獲得勝訴，但本研究結果指出，若被告以名詞觀點切入，表示Google商標應該以名詞被通用化，那麼Google或許會敗訴，而喪失商標權。本研究貢獻在於闡述企業可以如何在制定行銷策略時，察覺商標通用化的潛在風險，並借此避免商標通用化。

關鍵字

行銷策略；商標管理；商標通用化； 4C行銷理論；谷歌商標

並列摘要

What can companies do to prevent their trademark from being rendered generic through marketing strategies? Though Intellectual Properties and Marketing may be two very different areas of study, it is crucial to reach a balance between both studies for the successful operation of a company. This dissertation aims to close the gap between practices of trademark management and marketing strategies. Scholars like Robert A. Peterson et al. have discussed the effect of dilution marketing may cause on a trademark ; there are also scholars that have discussed how marketing can cause trademark confusion ; some have also discussed the relationship between psychology, marketing and trademarks. However, little ink has been spilled over the direct relationship between marketing strategies and trademark genericide. There has been a fairly recent case on this matter, which is the Elliot v. Google Inc. case. Therefore, the purpose of this dissertation is to clarify this relationship further by analyzing the Elliot v. Google Inc. case using aspects of Trademark Law and applications of the 4C Marketing Theory proposed by Professor Chiou, and to propose possible solutions to prevent trademark genericide cased as a result of rather imprudent marketing strategies. Research methods to achieve this purpose include literature reviews, qualitative and quantitative research by focus groups and one online survey. Although Google won the case of Elliot v. Google Inc., research results point out that they could have lost the lawsuit if the plaintiff had argued that Google be rendered generic as a noun. This dissertation contributes to how companies can perceive the potential risk of trademark genericide in making marketing strategies and prevent trademark genericide.

並列關鍵字

Marketing strategy ； Trademark management ； Trademark genericide ； 4C Marketing Theory ； Google trademark

參考文獻

PetersonSmith, K.H., and Zerrillo, P. C.R.A.,. (1999, April 1st ). Trademark Dilution and the Practice of Marketing . Journal of the Academy of Marketing Science, Abstract.

Google Scholar

PapavassiliouV. andMitchell. (1999, August 1st ). Marketing Causes and Implications of Consumer Confusion. Journal of Product and Brand Management, Introduction.