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{"id":5604,"date":"2020-04-01T06:37:18","date_gmt":"2020-04-01T06:37:18","guid":{"rendered":"https:\/\/grecupartners.ro\/nom\/?p=5604"},"modified":"2020-04-01T08:05:25","modified_gmt":"2020-04-01T08:05:25","slug":"marci-netraditionale-marca-multimedia","status":"publish","type":"post","link":"https:\/\/grecupartners.ro\/nom\/marci-netraditionale-marca-multimedia\/","title":{"rendered":"M\u0103rci netradi\u021bionale, marca multimedia."},"content":{"rendered":"

Context<\/strong><\/h4>\n

Criteriile de \u00eenregistrare a unei m\u0103rci europene au suferit o serie important\u0103 de modific\u0103ri \u00eencep\u00e2nd cu data de 1 octombrie 2017, prin intrarea \u00een vigoare a Regulamentului (UE) 2017\/1001 privind marca Uniunii Europene.<\/p>\n

Dintre acestea, amintim faptul c\u0103 a fost eliminat\u0103 cerin<\/u><\/em><\/strong>\u021b<\/u><\/em><\/strong>a conform c<\/u><\/em><\/strong>\u0103<\/u><\/em><\/strong>reia pentru a putea <\/u><\/em><\/strong>\u00ee<\/u><\/em><\/strong>nregistra o marc<\/u><\/em><\/strong>\u0103<\/u><\/em><\/strong>, aceasta trebuie s<\/u><\/em><\/strong>\u0103<\/u><\/em><\/strong> fie susceptibil<\/u><\/em><\/strong>\u0103<\/u><\/em><\/strong> de reprezentare grafic<\/u><\/em><\/strong>\u0103<\/u><\/em><\/strong>. <\/u><\/em><\/strong><\/p>\n

Astfel, prin eliminarea cerin\u021bei c\u0103 marca s\u0103 poat\u0103 fi reprezentat\u0103 grafic odat\u0103 cu depunerea cererii de \u00eenregistrare, a fost creat\u0103 posibilitatea de a \u00eenregistra m\u0103rci netradi\u021bionale la nivel european \u0219i, implicit, au fost create premisele pentru a armoniza efectele pe care evolu\u021bia tehnologic\u0103 le are asupra mediului de business cu legisla\u021bia incident\u0103 \u00een domeniul propriet\u0103\u021bii intelectuale.<\/p>\n

\u00cen atare condi\u021bii, pot fi depuse spre \u00eenregistrare semne ce vor fi reprezentate \u00een orice form\u0103 corespunz\u0103toare (JPEG, MP3, MP4 etc.) cu ajutorul tehnologiei general disponibile, \u00eens\u0103 cu respectarea celorlalte cerin\u021be \u00een continuare aplicabile cererilor de \u00eenregistrare a unei m\u0103rci, printre care: condi\u021bia ca reprezentarea m\u0103rcii s\u0103 fie clar\u0103, precis\u0103, u\u0219or accesibil\u0103, inteligibil\u0103, durabil\u0103 \u0219i obiectiv\u0103.<\/p>\n

Datorit\u0103 acestor modific\u0103ri, solicitan\u021bii pot depune cereri de \u00eenregistrare a unor m\u0103rci dinamice, tridimensionale, sonore, holograme \u0219i, poate cele mai complexe dintre acestea, multimedia.<\/strong><\/p>\n

Conform articolului 4 din Regulamentul 2017\/1001:<\/p>\n

\u201cPoate constitui o marc\u0103 UE orice semn, \u00een special cuvinte, inclusiv numele de persoane, sau desene, litere, cifre, culori, forma produsului sau a ambalajului s\u0103u ori sunete, cu condi<\/em>\u021b<\/em>ia c<\/em>\u0103<\/em> astfel de semne s<\/em>\u0103<\/em> fie <\/em>\u00ee<\/em>n m<\/em>\u0103<\/em>sur<\/em>\u0103<\/em>: <\/em><\/p>\n

(a) s\u0103 disting\u0103 produsele sau serviciile unei \u00eentreprinderi de cele ale altor \u00eentreprinderi; <\/em>\u0219<\/em>i <\/em><\/p>\n

(b) s\u0103 fie reprezentate \u00een Registrul m\u0103rcilor Uniunii Europene (denumit \u00een continuare \u201eregistrul\u201d), \u00eentr-un mod care s\u0103 permit\u0103 autorit\u0103<\/em>\u021b<\/em>ilor competente <\/em>\u0219<\/em>i publicului s<\/em>\u0103<\/em> stabileasc<\/em>\u0103<\/em> cu claritate <\/em>\u0219<\/em>i precizie obiectul protec<\/em>\u021b<\/em>iei conferite titularului respectivei m<\/em>\u0103<\/em>rci.\u201d<\/em><\/p>\n

Ce este o marc\u0103 multimedia?<\/strong><\/h3>\n

Marca multimedia este definit\u0103 c\u0103 fiind \u201emarca care const\u0103 \u00een sau se extinde c\u0103tre combina<\/u><\/em><\/strong>\u021b<\/u><\/em><\/strong>ia dintre imagine <\/u><\/em><\/strong>\u0219<\/u><\/em><\/strong>i sunet<\/u><\/em><\/strong>\u201d<\/u><\/em><\/strong>. <\/u><\/em><\/strong><\/p>\n

De asemenea, EUIPO prevede c\u0103 accept\u0103 depunerea acestor m\u0103rci numai \u00een format MP4, iar fi\u0219ierul trebuie s\u0103 aib\u0103 o dimensiune de cel mult 25MB.<\/p>\n

Practica este singura care poate l\u0103muri problemele evidente cu privire la distinctivitatea m\u0103rcilor multimedia \u0219i a modului \u00een care aceasta se analizeaz\u0103 \u00een cadrul procedurii de \u00eenregistrare.<\/p>\n

Distinctivitatea m\u0103rcii continu\u0103 s\u0103 fie de esen\u021ba acesteia, motiv pentru care \u0219i marca multimedia trebuie s\u0103 \u00eendeplineasc\u0103 cerin\u021b\u0103 de a putea distinge produsele\/serviciile unei \u00eentreprinderi de cele ale altei \u00eentreprinderi, iar consumatorul trebuie s\u0103 poat\u0103 face corelarea dintre marca \u0219i produsele\/serviciile protejate sub egida acesteia.<\/p>\n

La nivelul Oficiului European au fost depuse p\u00e2n\u0103 \u00een prezent 41<\/strong> de cereri de \u00eenregistrare av\u00e2nd c\u0103 obiect o marc\u0103 multimedia.<\/p>\n

Consecin<\/strong>\u021b<\/strong>e practice<\/strong><\/h4>\n

R\u0103m\u00e2ne de v\u0103zut \u00een ce m\u0103sur\u0103 titularii unor m\u0103rci multimedia vor putea invoca o \u00eenc\u0103lcare a dreptului lor \u00een fa\u021ba altor titulari de\u021b\u00een\u0103tori ai unui drept identic sau a unor titulari de m\u0103rci tradi\u021bionale (ce argumentare v\u0103 invoca un oponent, titular de marca verbal\u0103\/figurativ\u0103, ce se v\u0103 opune \u00eenregistr\u0103rii unei m\u0103rci multimedia?).<\/p>\n

\u00cen aceea\u0219i linie de idei, r\u0103m\u00e2ne de v\u0103zut \u00een ce v\u0103 consta contrafacerea unor astfel de m\u0103rci \u0219i cum v\u0103 analiza instan\u021ba astfel de situa\u021bii, de la caz la caz. \u00cen ce v\u0103 consta riscul de confuzie (cum se v\u0103 analiza acesta; dac\u0103 se v\u0103 \u021bine cont de lungimea m\u0103rcii multimedia, de num\u0103rul mare\/mic de elemente existente la nivel vizual; de sunetele existente \u00een marc\u0103 la nivel sonor, de culorile sau mi\u0219c\u0103rile care provoac\u0103 o interac\u021biune vizual\u0103 \u00eentre marc\u0103 \u0219i consumator).<\/p>\n

Toate aceste \u00eentreb\u0103ri se pot coagula \u00een una singur\u0103, anume care este \u00eentinderea protec\u021biei de care beneficiaz\u0103 m\u0103rcile multimedia?<\/p>\n

Analiz\u00e2nd m\u0103rcile multimedia deja \u00eenregistrate de c\u0103tre EUIPO, ne putem crea o idee cu privire la care urmeaz\u0103 a fi r\u0103spunsul concret la \u00eentrebarea de mai sus.<\/p>\n

Cu titlul de exemplu, urm\u0103toarele m\u0103rci au fost considerate de c\u0103tre Oficiu c\u0103 \u00eendeplinind toate cerin\u021bele prev\u0103zute \u00een Regulamentul 2017\/1001:<\/p>\n

 <\/p>\n

    \n
  • EUTM 017451816, \u00eenregistrat\u0103 din 28.02.2018 pentru produse de tip steaguri, stegule\u021be.<\/li>\n<\/ul>\n

    \"\"<\/p>\n

    – https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/017451816<\/p>\n

    – marca are o durat\u0103 de 16 secunde \u0219i cuprinde o anima\u021bie complex\u0103 de tip spot publicitar;<\/p>\n

     <\/p>\n

      \n
    • EUTM 017868267, \u00eenregistrat\u0103 din 14.08.2018 pentru produse de patisserie, fructe \u0219i altele asemenea.\"\"<\/li>\n<\/ul>\n

      – https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/017868267<\/p>\n

      – Durata m\u0103rcii este de 1 secund\u0103 \u0219i con\u021bine reprezentarea animat\u0103 a unei b\u0103t\u0103i de inim\u0103.<\/p>\n

       <\/p>\n

      Odat\u0103 cu evolu\u021bia societ\u0103\u021bii \u0219i a tehnologiilor digitale, efectul acestora asupra mediului de afaceri devine din ce \u00een ce mai pregnant, pu\u021bine business-uri exist\u00e2nd doar \u00een spa\u021biul fizic \u0219i neglij\u00e2nd o prezen\u021b\u0103 \u00een mediul on-line.<\/p>\n

      \u00cenregistrarea unei m\u0103rci multimedia poate reprezenta un punct cheie \u00een cre\u0219terea afacerii dumneavoastr\u0103, \u00eens\u0103 pentru a cre\u0219te \u0219ansele de succes ale unei proceduri de \u00eenregistrare cu un grad ridicat de complexitate, v\u0103 sf\u0103tuim s\u0103 v\u0103 consulta\u021bi cu un specialist – consilier \u00een proprietate intelectual\u0103.<\/p>\n

       <\/p>\n

      Avocat Mihai Besliu<\/p>\n","protected":false},"excerpt":{"rendered":"

      Context Criteriile de \u00eenregistrare a unei m\u0103rci europene au suferit o serie important\u0103 de modific\u0103ri \u00eencep\u00e2nd cu data de 1 octombrie 2017, prin intrarea \u00een vigoare a Regulamentului (UE) 2017\/1001 privind marca Uniunii Europene. 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