{"id":2218,"date":"2021-03-02T07:03:26","date_gmt":"2021-03-02T07:03:26","guid":{"rendered":"https:\/\/www.lifescienceart.com\/?p=2218"},"modified":"2021-03-02T07:03:26","modified_gmt":"2021-03-02T07:03:26","slug":"hersheys-chocolate-bar-trademark-product-design-protection","status":"publish","type":"post","link":"https:\/\/www.lifescienceart.com\/cs\/life\/food-and-drink\/hersheys-chocolate-bar-trademark-product-design-protection\/","title":{"rendered":"Ochrann\u00e1 zn\u00e1mka Hershey: P\u0159\u00edpadov\u00e1 studie ochrany designu \u010dokol\u00e1dov\u00e9 ty\u010dinky"},"content":{"rendered":"

Ochrann\u00e1 zn\u00e1mka \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s: P\u0159\u00edpadov\u00e1 studie ochrany designu produktu<\/h2>\n\n

Registrace ochrann\u00e9 zn\u00e1mky nekonven\u010dn\u00edho: Design \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s<\/h2>\n\n

Po pr\u00e1vn\u00ed bitv\u011b spole\u010dnost Hershey\u2019s Chocolate and Confectionary Corporation zajistila ochrannou zn\u00e1mku pro fyzick\u00fd design sv\u00e9 ikonick\u00e9 \u010dokol\u00e1dov\u00e9 ty\u010dinky. Toto v\u00edt\u011bzstv\u00ed vytv\u00e1\u0159\u00ed precedens pro produktov\u00e9 design\u00e9ry, proto\u017ee ukazuje, \u017ee i jemn\u00e9 designov\u00e9 nuance mohou b\u00fdt pr\u00e1vn\u011b chr\u00e1n\u011bny.<\/p>\n\n

Bitva o ochrannou zn\u00e1mku<\/h3>\n\n

\u017d\u00e1dost spole\u010dnosti Hershey\u2018s o ochrannou zn\u00e1mku byla zpo\u010d\u00e1tku zam\u00edtnuta \u00da\u0159adem pro patenty a ochrann\u00e9 zn\u00e1mky Spojen\u00fdch st\u00e1t\u016f (USPTO) z d\u016fvodu funk\u010dnosti r\u00fdhovan\u00e9ho povrchu ty\u010dinky. Spole\u010dnost Hershey\u2018s se v\u0161ak \u00fasp\u011b\u0161n\u011b odvolala t\u00edm, \u017ee prok\u00e1zala, \u017ee spot\u0159ebitel\u00e9 spojuj\u00ed jedine\u010dn\u00fd design s jejich zna\u010dkou, a to i bez n\u00e1zvu zna\u010dky.<\/p>\n\n

V\u00fdrazn\u00fd design<\/h3>\n\n

USPTO nakonec ud\u011blilo spole\u010dnosti Hershey\u2018s ochranu ochrann\u00e9 zn\u00e1mky pro dvan\u00e1ct stejn\u011b velk\u00fdch zapu\u0161t\u011bn\u00fdch obd\u00e9ln\u00edkov\u00fdch panel\u016f uspo\u0159\u00e1dan\u00fdch ve form\u00e1tu \u010dty\u0159i panely kr\u00e1t t\u0159i panely. Ka\u017ed\u00fd panel m\u00e1 vyv\u00fd\u0161en\u00fd okraj uvnit\u0159 v\u011bt\u0161\u00edho obd\u00e9ln\u00edku. P\u0159esto\u017ee jednotliv\u00e9 designov\u00e9 prvky \u010dasto nejsou chr\u00e1n\u011bny, kombinace t\u011bchto prvk\u016f vytvo\u0159ila v\u00fdraznou topografii, kterou spot\u0159ebitel\u00e9 rozpozn\u00e1vaj\u00ed jako Hershey\u2018s.<\/p>\n\n

V\u00fdznam jemn\u00fdch nuanc\u00ed<\/h3>\n\n

V\u00edt\u011bzstv\u00ed spole\u010dnosti Hershey\u2018s zd\u016fraz\u0148uje v\u00fdznam jemn\u00fdch designov\u00fdch prvk\u016f v budov\u00e1n\u00ed zna\u010dky. A\u010dkoli jednotliv\u00e9 h\u0159ebeny a \u00fa\u017elabiny \u010dokol\u00e1dov\u00e9 ty\u010dinky jsou funk\u010dn\u00ed, p\u0159isp\u00edvaj\u00ed tak\u00e9 k identit\u011b zna\u010dky. Tento p\u0159\u00edpad ukazuje, \u017ee i zd\u00e1nliv\u011b mal\u00e9 designov\u00e9 volby mohou m\u00edt v\u00fdznamn\u00fd dopad na vn\u00edm\u00e1n\u00ed spot\u0159ebitel\u016f.<\/p>\n\n

Funk\u010dn\u00ed versus nefunk\u010dn\u00ed designov\u00e9 prvky<\/h3>\n\n

USPTO rozli\u0161uje mezi funk\u010dn\u00edmi a nefunk\u010dn\u00edmi designov\u00fdmi prvky, kdy\u017e zkoum\u00e1 ochranu ochrann\u00e9 zn\u00e1mky. Funk\u010dn\u00ed prvky jsou nezbytn\u00e9 pro funkci objektu, zat\u00edmco nefunk\u010dn\u00ed prvky slou\u017e\u00ed p\u0159edev\u0161\u00edm estetick\u00fdm nebo dekorativn\u00edm \u00fa\u010del\u016fm. Design \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s byl pova\u017eov\u00e1n za nefunk\u010dn\u00ed, proto\u017ee v\u00fdznamn\u011b nezvy\u0161uje funk\u010dnost ty\u010dinky.<\/p>\n\n

Rozpozn\u00e1n\u00ed zna\u010dky a asociace spot\u0159ebitel\u016f<\/h3>\n\n

Siln\u00e9 rozpozn\u00e1n\u00ed zna\u010dky Hershey\u2018s hr\u00e1lo kl\u00ed\u010dovou roli v jejich v\u00edt\u011bzstv\u00ed v oblasti ochrann\u00e9 zn\u00e1mky. Spot\u0159ebitel\u00e9 si za\u010dali spojovat jedine\u010dn\u00fd design \u010dokol\u00e1dov\u00e9 ty\u010dinky se zna\u010dkou Hershey\u2018s. Tato asociace umo\u017enila spole\u010dnosti Hershey\u2018s tvrdit, \u017ee samotn\u00fd design z\u00edskal charakteristick\u00fd rys, nez\u00e1visle na jeho funk\u010dnosti.<\/p>\n\n

Implikace pro produktov\u00e9 design\u00e9ry<\/h3>\n\n

P\u0159\u00edpad spole\u010dnosti Hershey\u2018s slou\u017e\u00ed jako v\u00fdstra\u017en\u00fd p\u0159\u00edb\u011bh pro produktov\u00e9 design\u00e9ry. P\u0159esto\u017ee je funk\u010dnost d\u016fle\u017eit\u00e1, za\u010dlen\u011bn\u00ed v\u00fdrazn\u00fdch designov\u00fdch prvk\u016f, kter\u00e9 mohou spot\u0159ebitel\u00e9 spojit se zna\u010dkou, m\u016f\u017ee b\u00fdt z\u00e1sadn\u00ed pro ochranu ochrann\u00e9 zn\u00e1mky.<\/p>\n\n

Vliv designu na zku\u0161enost spot\u0159ebitele<\/h3>\n\n

Design produktu m\u016f\u017ee v\u00fdznamn\u011b ovlivnit zku\u0161enost spot\u0159ebitele. V p\u0159\u00edpad\u011b \u010dokol\u00e1dov\u00fdch ty\u010dinek m\u016f\u017ee tvar, textura a dokonce zvuk prasknut\u00ed p\u0159isp\u011bt k celkov\u00e9mu pot\u011b\u0161en\u00ed z produktu. Design \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s je d\u016fkazem s\u00edly promy\u0161len\u00e9ho designu p\u0159i vytv\u00e1\u0159en\u00ed nezapomenuteln\u00e9ho a uspokojiv\u00e9ho z\u00e1\u017eitku pro spot\u0159ebitele.<\/p>","protected":false},"excerpt":{"rendered":"

Ochrann\u00e1 zn\u00e1mka \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s: P\u0159\u00edpadov\u00e1 studie ochrany designu produktu Registrace ochrann\u00e9 zn\u00e1mky nekonven\u010dn\u00edho: Design \u010dokol\u00e1dov\u00e9 ty\u010dinky Hershey\u2018s Po pr\u00e1vn\u00ed bitv\u011b spole\u010dnost Hershey\u2019s Chocolate and Confectionary Corporation zajistila ochrannou zn\u00e1mku…<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[2853,1128,4625,4624,4623,4622,2851],"class_list":["post-2218","post","type-post","status-publish","format-standard","hentry","category-food-and-drink","tag-packaging","tag-branding","tag-confectionery","tag-consumer-goods","tag-intellectual-property","tag-product-design","tag-trademark"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2218","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/comments?post=2218"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2218\/revisions"}],"predecessor-version":[{"id":2219,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2218\/revisions\/2219"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/media?parent=2218"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/categories?post=2218"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/tags?post=2218"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}