非傳統商標之研究—以味覺商標為中心

商標在商業活動中具有表彰商品或服務來源、區別他人產品或服務之功能，因此具有識別性及排他性等特質，尤其伴隨著商品與服務的品質與消費者的信任感，隱藏在商標背後的價值或其商業信譽，使得商標更成為帶動經濟價值及社會價值發展的顯著標識。隨著經濟與科技的進步，商標已不再限於文字、圖形、記號或其組合的型態，許多企業主大膽採用非傳統商標作為宣傳、銷售手段，無非就是要在眾多競爭者中，吸引消費者的注意、強化消費者對於該產品或服務的印象，以求在激烈競爭中異軍突起。一般而言，非傳統商標的型態包括顏色商標、聲音商標、立體商標、動態商標、全圖像商標、聲音商標、氣味商標及味覺商標等，其中味覺商標最容易與民生相結合，但其功能性的特質也使得味覺商標最難以跨越註冊的門檻。本文試圖從非傳統商標的角度探討味覺商標的屬性，並進一步在案例研究中，解析味覺商標的特性，了解其識別性必須輔以第二意義，始足以表彰其商品或服務的來源。此外，為證明味覺商標具有識別性及排他性，商標申請人於申請註冊時，需要提出大量證據，展示其獲得的識別性及排他性，足以證明該產品的風味可作為商標；並探討味覺商標的非功能性，必須使商標申請人認知商標法之立法目的在於維持市場公平競爭，促使企業永續經營，倘以控制產品特性減少競爭對象，則已違反商標法基本原則，不能利用商標法予以保護。本文冀望在立法方面，首先能明文宣示商標法保護客體不以法條例示者為限，以政府立場正向鼓勵商標型態之發展；其次為實務審查之救濟，以修法方式促請成立審議委員會，並縮短進入訴訟的流程，俾利革新救濟層級與國際接軌，避免浪費司法資源。在行政方面，期待行政單位得借鑒氣味商標的審查基準，打造味覺商標的審查條件，以明確規範輔助申請人跨越門檻，進而鼓勵企業積極創新，促進市場蓬勃發展。

關鍵字

非傳統商標；味覺商標；識別性；排他性；第二意義；功能性；救濟

並列摘要

Trademarks have the function of commending the source of goods or services and distinguishing the products or services of others in commercial activities. Therefore, they have the characteristics of identification and exclusivity. Especially with the quality of goods and services and the trust of consumers, the value hidden behind the trademark Or its business reputation has made trademarks a significant sign that drives the development of economic and social values. With the advancement of economy and technology, trademarks are no longer limited to text, graphics, signs or their combinations. Many business owners boldly use non-traditional trademarks as a means of publicity and sales. It is nothing more than to attract consumers among many competitors. The attention of consumers and strengthen consumers’ impression of the product or service in order to emerge as a new force in the fierce competition. Generally speaking, the types of non-traditional trademarks include color trademarks, sound trademarks, three-dimensional trademarks, dynamic trademarks, full-image trademarks, sound trademarks, smell trademarks, and flavor trademarks. Among them, flavor trademarks are most easily integrated with people’s livelihoods, but their Functional characteristics also make it the most difficult for flavor trademarks to cross the registration threshold. This article attempts to explore the attributes of taste trademarks from the perspective of non-traditional trademarks, and further analyzes the characteristics of taste trademarks in case studies, and understands that its identification must be supplemented with a second meaning to be sufficient to commend the source of its goods or services. In addition, in order to prove the distinctiveness and exclusivity of taste trademarks, trademark applicants need to submit a large amount of evidence when applying for registration to demonstrate the identification and exclusivity obtained, which is sufficient to prove that the flavor of the product can be used as a trademark; and explore the non-identity Functionality must enable trademark applicants to recognize that the legislative purpose of the trademark law is to maintain fair market competition and promote sustainable business operations. If the product characteristics are controlled to reduce competitors, it has violated the basic principles of trademark law and cannot be protected by trademark law. This article hopes that in terms of legislation, it can first expressly declare that the object of trademark protection is not limited to those indicated by laws or regulations, and positively encourage the development of trademark types based on the government's position; secondly, it is the relief of practice review, and the establishment of a review committee is urged by way of amendments to the law. And shorten the process of entering the litigation, benefit the reform of the relief level to be in line with international standards, and avoid wasting judicial resources. In terms of administration, it is expected that administrative units can learn from the review criteria of smell trademarks and create review conditions for flavor trademarks, so as to clearly regulate and assist applicants to cross the threshold, thereby encouraging enterprises to actively innovate and promote the vigorous development of the market.