201227589 六、發明說明： 【發明所屬之技術領域】 [0001] 本發明係有關於一種商標地圖建置方法，尤指一種 可明確呈現企業商標間的近似程度，以提供企業設計商 標時之保護參考依據者。 【先前技#f】 [0002] 按，品牌〔brand〕不只是產品的標誌，其概念為立 即產生印象於消費者心目中，進而影響消費行為，品牌 意象與消費者自我形象經常是驅動消費者購買行為的關 鍵因素，品牌知名度愈高其現象愈明顯，當消費者欲購 買商品時，品牌乃具有決定性，本質相同的產品，相較 於缺乏品牌的產品，消費者願意付出更多金錢於知名品 牌的產品上，當企業品牌具有相當知名度且消費者透過 記憶的反射而對產品產生品牌聯想或偏好時，對於其品 牌的忠誠或信仰便會逐漸成形，此即是品牌個性在消費 者與品牌之間所發展的忠實情感，因此，公司企業多以 品牌擴張作為銷售產品及服務的方法，品牌一旦成形， 將成為企業的無形資產，消費者透過品牌的標識、圖像 或訊息的辨識而進行產品或服務的購買行為後，品牌即 交付了產品或服務的價值給予消費者，使消費者獲得實 質產品之外的無形感受，當消費者逐漸累積品牌正面觀 感的同時，亦形成了品牌價值，品牌價值持續增加後， 將可作為公司的支援，進而造就永久的資產。 商標〔trademark〕即是建立強大品牌的第一步驟 ，品牌一開始先須具有獨佔性的識別符號，此即為商標 099146274 ，商標為企業用以表彰商品或服務品牌之標章、象徵、 表單編號A0101 第4頁/共17頁 0992079604-0 201227589 符號或其總合，並與市場上同類型商品或服務作出區隔 ，其好處是幫助消費者鑑識產品、了解產品來源及特性 ，並使企業為公眾所知，是以，商標所代表的更是企業 之商譽及商品品質之保證，世界智慧財產權組織係將廣 義的商標定義為使商標所有權人獲得知名度及利潤，並 且防止不正當競爭者以近似商標銷售商品或服務之行為 〇201227589 VI. Description of the invention: [Technical field to which the invention pertains] [0001] The present invention relates to a method for constructing a trademark map, and more particularly to a protection reference for clearly indicating the degree of approximation between trademarks of an enterprise to provide a design trademark for an enterprise. According to the person. [Previous technology #f] [0002] According to the brand, brand is not only a product logo, the concept is to immediately produce an impression on the consumer's mind, and thus affect consumer behavior, brand image and consumer self-image are often driving consumers The key factor of purchasing behavior, the higher the brand awareness, the more obvious the phenomenon. When consumers want to buy goods, the brand is the decisive and essentially the same product. Compared with the lack of brand products, consumers are willing to pay more money to be well-known. In the brand's products, when the corporate brand is quite well-known and the consumer generates brand association or preference for the product through the reflection of memory, the loyalty or belief of the brand will gradually take shape. This is the brand personality in the consumer and brand. The loyalty of the development between the company, therefore, the company's brand expansion is the method of selling products and services. Once the brand is formed, it will become an intangible asset of the enterprise. The consumer will identify through the identification, image or message of the brand. After the purchase of a product or service, the brand delivers the value of the product or service. Give consumers the intangible feelings beyond the real products. When consumers gradually accumulate the positive perception of the brand, they also form the brand value. After the brand value continues to increase, it will be used as the company's support, which will make it permanent. assets. Trademark is the first step in building a strong brand. The brand must first have an exclusive identification symbol. This is the trademark 099146274. The trademark is the mark, symbol, form number used by the company to recognize the brand of the goods or services. A0101 Page 4 of 17 0992079604-0 201227589 Symbols or their aggregates, and are distinguished from the same type of goods or services on the market, the benefits of which are to help consumers identify products, understand product sources and characteristics, and What the public knows is that the trademark represents the goodwill of the enterprise and the guarantee of the quality of the goods. The World Intellectual Property Organization defines the trademark in a broad sense as the trademark owner gains visibility and profit, and prevents the unfair competitor from Approximate trademark sales of goods or services〇
❹ 由於商標〔trademark〕為品牌〔brand〕的代表， 企業有權利使用於其產品或服務上，且其權利乃具有壟 斷性，因此，若消費者在看見一個品牌的同時，聯想到 另一個品牌，其中即可能有侵權行為產生，而今常有不 肖商人意圖以相似的商標符號，干擾消費者的辨識行為 ，企圖導致混淆、誤認的情況發生，造成近似品牌的企 業以及消費者的權益受到損害，然而，亦有立意良善之 公司企業及商標設計師，在建立其品牌之商標時，在不 知其它品牌商標的前提下，設計出相近似岛商標，如此 ，不僅會降低消費者對其品牌商標的辨識率，造成消費 者的混淆、誤認，甚至會構成侵害商標權之侵權行為。 緣是，本發明人有鑑於現有企業及商標設計師在設 計商標時，常會在不注意的情況下，設計出與其它品牌 相近似的商標，而造成與其他品牌商標的混淆及侵權行 為的產生，乃藉其多年於相關領域的製造及設計經驗和 知識的輔佐，並經多方巧思，針對現有商標設計及選用 建置商標地圖，以期協助企業進行品牌的定位。 【發明内容】 本發明係有關於一種商標地圖建置方法，其主要目 099146274 表單編號A0101 第5頁/共17頁 0992079604-0 [0003] 201227589 的係為了提供一種可明確呈現企業商標間的近似程度， 以提供企業設計商標時保護參考依據之方法。 為了達到上述實施目的，本發明人乃研擬如下商標 地圖建置方法，其主要實施步驟係包含： A. 解析商標資料 係選定欲分析的商標範圍，再依據智慧財產局所公 布的商標公報，擷取所需商標樣本之數項背景資料進行 歸納； B. 建構商標態樣圖及對應矩陣表 繼將上述擷取之一次資料整理轉換成二次資料，該 二次資料僅提供商標態樣圖及其編號，再將該商標態樣 圖及其編號整合為一問卷，接著，邀請受測者依其主觀 判斷進行商標樣本近似性的分群，並完成對應矩陣表； C. 建置商標地圖 續將上述對應矩陣表的資料運用多次元尺度法〔 Multi-Dimensional Scale，祕卫8〕_進行計算，協助分 析商標樣本彼此間的距離關係，_以獲得商標樣本在商標 地圖中的分布情形。 藉由上述實施步驟，俾明確提供企業進行商標設計 時之保護參考依據，以確立其商標設計的消費者識別定 位，有效與競爭對手產生區隔，避免與競爭對手發生過 於近似，易造成消費者混淆誤認的情形。 同時，可進一步達到商標設計迴避的效益，防止其 商標設計發生侵害他人商標權，另可提供智慧財產法官 在判定兩造商標是否構成侵權關係的重要參考者。 【實施方式】 表單編號A0101 099146274 第6頁/共17頁 0992079604-0 201227589 [0004] 而為令本發明之技術手段及其所能達成之效果，能 夠有更完整且清楚的揭露，茲詳細說明如下，請一併參 閱揭露之圖式及圖號： 首先，請參閱第一圖所示，為本發明之商標地圖建 置方法，其主要實施步驟係包含： A. 解析商標資料 係選定欲分析的商標範圍，如：速食產業，再依據 智慧財產局所公布的商標公報，擷取所需商標樣本之六 項重要背景資料，分別為：（a )商標註冊號、（b)註冊 Ο 公告曰、（C)國籍、（d)商標權人、（e )品牌名稱及（f )商標專用期限等進行歸納，該上述一次資料歸納如表一 . ' 所示； B. 建構商標態樣圖及對應矩陣表 繼將上述一次資料整理轉換成二次資料，該二次資 料僅提供商標態樣圖及其編號【請參閱第一圖所示】， 除此之外，不提供其他任何相關文字資訊，續將商標態 樣圖及其編號整合設計為一問卷，接著，邀請商標專業 〇 從業人員、設計師及一般消費者等受測者，依其主觀判 斷進行商標樣本「近似性」的分群，並完成對應矩陣表 【如表二所示】； c.建置商標地圖 續將上述對應矩陣表的資料以社會科學統計軟體〔 Statistics Package for the Social Sciences， SPSS〕進行多次元尺度法〔Multi-Dimensional Scale，MDS〕的運算，協助分析商標樣本彼此間的「距 離關係」，以獲致商標樣本在不同維度狀態下的商標地 099146274 表單編號A0101 第7頁/共17頁 0992079604-0 201227589 圖中的分布情形【如第二圖所示】。 請再參閱第二圖所示，為依據上述本發明之商標地 圖建置方法所設立的速食產業商標地圖，於第二圖中即 可明顯發現，於類似性質的速食產業，如：咖啡店，其 商標設計均較為類似，例如：c8的Starbucks、cl 9的 AUTHOR及c21 的E COFFEE與c24的Star coffee便开》成 咖啡店的商標群聚現象，其主要都係以圓形圖案為識別 的基礎，由此可推論為新進入咖啡店速食產業之cl9的 AUTHOR及c21 的E COFFEE與c24的Star coffee跟隨該 領域的龍頭企業c8的Starbucks進行其商標的設計，該 c8的Starbucks 、 cl9的AUTHOR 、 c21的E COFFEE與 c 2 4的S t a r c o f f e e四個商標在受測者心中，其相似的程 度係極高； 由此商標地圖的顯示，便可提供企業及商標設計師 於進行商標形象的定位設計時，分析自身產業内的所有 品牌商標競爭者，以檢視自家品牌商標是否具有高度識 別性或重疊性，以正確進行品牌的定位，有效與競爭對 手產生區隔，避免與競爭對手發生過於近似，易造成消 費者混淆誤認的形象規劃，藉此，以達到商標設計迴避 的效益，防止其商標設計發生侵害他人商標權的情形， 同時，亦可提供智慧財產法官在判定兩造之商標是否構 成侵權關係的重要參考依據。 由上述結構及實施方式可知，本發明係具有如下優 點： 1.本發明之商標地圖建置方法係建立一套客觀的商 標辨識方法，藉由商標資料的分析，以界定商標註冊實 099146274 表單編號A0101 第8頁/共17頁 0992079604-0 201227589 際保護範圍，另商標地圖的建置，則可呈現企業商標間 的近似程度，以提供企業設計品牌時之保護參考者。 2. 本發明之商標地圖建置方法係可協助企業分析自 身產業内的所有品牌商標競爭者，以檢視自家品牌商標 是否具有高度識別性或重疊性，並經由商標地圖的建置 ，正確進行品牌的定位，以有效與競爭對手產生區隔。 3. 本發明之商標地圖建置方法係係可協助企業進行 商標設計迴避，防止其商標設計發生侵害他人商標權的 效果外，更可提供智慧財產法官在判定兩造商標是否足 〇 以構成侵權關係時的重要參考依據者。 綜上所述，本發明實施例確能達到所預期功效，又 其所揭露之具體構造，不僅未曾見諸於同類產品中，亦 未曾公開於申請前，誠已完全符合專利法之規定與要求 ，爰依法提出發明專利之申請，懇請惠予審查，並賜准 專利，則實感德便。 【圖式簡單說明】 [0005] 第一圖：本發明之商標態樣圖 ^ 第二圖：本發明之商標地圖分布圖 【附件】 表一：本發明之資料歸納表 表二：本發明之對應矩陣表 【主要元件符號說明】 [0006] 099146274 表單編號A0101 第9頁/共17頁 0992079604-0❹ Since a trademark is a representative of a brand, a company has the right to use it on its products or services, and its rights are monopolistic. Therefore, if a consumer sees a brand, it associates with another brand. Among them, there may be infringements, and now there are often unscrupulous businessmen who intend to use similar trademark symbols to interfere with the consumer's identification behavior, in an attempt to cause confusion and misunderstanding, resulting in damage to the rights of enterprises and consumers that are similar to brands. However, there are also well-meaning company companies and trademark designers who, when establishing their brand's trademarks, design similar island trademarks without knowing other brand trademarks, thus not only reducing consumers' brand trademarks. The recognition rate causes confusion, misunderstanding, and even infringement of trademark infringement. Therefore, the inventor of the present invention has in view of the fact that existing companies and trademark designers often design trademarks that are similar to other brands without paying attention to them, resulting in confusion with other brand trademarks and the creation of infringements. With its many years of experience in manufacturing and design and knowledge in related fields, and through many ingenuity, it designs and selects trademark maps for existing trademarks, with a view to assisting companies in positioning their brands. SUMMARY OF THE INVENTION The present invention relates to a method for constructing a trademark map, the main purpose of which is 099146274, Form No. A0101, Page 5 of 17, 0992079604-0 [0003] The system of 201227589 is intended to provide an approximation of the corporate logo. Degree, to provide a way to protect the reference basis when designing a trademark. In order to achieve the above-mentioned implementation objectives, the inventors have developed the following trademark map construction method, and the main implementation steps thereof include: A. Analyze the trademark information, select the trademark range to be analyzed, and then follow the trademark bulletin published by the Intellectual Property Office. Take the background data of the required trademark samples for summary; B. Construct the trademark pattern map and the corresponding matrix table and then convert the above-mentioned data to a secondary data, which provides only the trademark pattern and The number is, and the trademark pattern and its number are integrated into a questionnaire. Then, the subject is invited to perform the grouping of the trademark sample approximation according to his subjective judgment, and complete the corresponding matrix table; C. The above-mentioned corresponding matrix table data is calculated using the multi-dimensional scale [Multi-Dimensional Scale] to assist in analyzing the distance relationship between trademark samples, and to obtain the distribution of trademark samples in the trademark map. Through the above implementation steps, 俾 clearly provide the reference for the protection of the company in trademark design, to establish the consumer identification positioning of its trademark design, effectively separate from competitors, avoiding too close to competitors, easy to cause consumers Confuse misunderstandings. At the same time, it can further achieve the benefits of trademark design avoidance, prevent its trademark design from infringing on the trademark rights of others, and provide the intellectual property judges as an important reference for judging whether the two trademarks constitute an infringement relationship. [Embodiment] Form No. A0101 099146274 Page 6 of 17 0992079604-0 201227589 [0004] For the technical means of the present invention and the effects thereof, a more complete and clear disclosure can be made. As shown below, please refer to the drawings and drawings of the disclosure: First, please refer to the first figure, which is the method for constructing the trademark map of the present invention. The main implementation steps include: A. Analysis of the trademark data is selected for analysis The scope of the trademark, such as: the fast food industry, and then based on the Trademarks Bulletin published by the Intellectual Property Office, the six important background information for the required trademark samples are: (a) trademark registration number, (b) registration Ο announcement 曰, (C) nationality, (d) trademark owner, (e) brand name and (f) trademark-specific period, etc., the above-mentioned primary data is summarized in Table 1. 'B. Construction of trademark pattern and The corresponding matrix table further converts the above-mentioned data into secondary data, and the secondary data only provides the trademark pattern and its number [please refer to the first figure], and other relevant information is not provided. The text information continues to design the trademark pattern and its number as a questionnaire. Then, the trademark professional, the designer, the general consumer and other subjects are invited to conduct the trademark approximation according to their subjective judgment. Grouping and completing the corresponding matrix table [as shown in Table 2]; c. Building a trademark map and continuing to use the statistical package for the Social Sciences (SPSS) to perform a multi-scale method [ The operation of Multi-Dimensional Scale (MDS) assists in the analysis of the "distance relationship" between trademark samples to obtain the trademarks of trademark samples in different dimensions. 099146274 Form No. A0101 Page 7 of 17 0992079604-0 201227589 The distribution in [as shown in the second figure]. Please refer to the second figure. The map of the fast food industry brand established by the above-mentioned trademark map construction method of the present invention can be clearly found in the second figure, in a fast food industry of similar nature, such as: coffee. The store's trademark design is similar, for example: Starbucks of c8, AUTHOR of cl 9 and E COFFEE of c21 and Star Coffee of c24 are opened. The phenomenon of trademark clustering of coffee shops is mainly based on a circular pattern. Based on the identification, it can be inferred that AUTHOR and c21's E COFFEE and c24's Star coffee, which are new to the coffee shop fast food industry, follow Starbucks, the leading company in the field, to design their trademarks, the c8 Starbucks, The AUTHOR of cl9, the E COFFEE of c21 and the S tarcoffee of c 2 4 are in the mind of the subject, and the degree of similarity is extremely high; thus the display of the trademark map can provide trademarks for enterprises and trademark designers. When designing the image, analyze all brand trademark competitors in their own industry to check whether their own brand trademarks are highly recognizable or overlapping, so as to correctly carry out the brand. Positioning, effectively distinguishing from competitors, avoiding too similar to competitors, and easily causing consumers to confuse and misunderstand the image planning, thereby achieving the benefits of trademark design avoidance and preventing trademark design from infringing on trademark rights of others. At the same time, it can also provide an important reference for the judges of intellectual property to determine whether the two trademarks constitute an infringement relationship. It can be seen from the above structure and implementation that the present invention has the following advantages: 1. The trademark map construction method of the present invention establishes an objective trademark identification method, by which the trademark information is analyzed to define the trademark registration real 099146274 form number. A0101 Page 8 of 17 0992079604-0 201227589 The scope of protection, and the establishment of another trademark map, can show the degree of approximation between the trademarks of enterprises, in order to provide protection reference for enterprises when designing brands. 2. The trademark map construction method of the present invention can assist enterprises to analyze all brand trademark competitors in their own industry to check whether their own brand trademarks are highly recognizable or overlapping, and correctly carry out the brand through the establishment of the trademark map. Positioning to effectively separate from competitors. 3. The trademark map construction method of the invention can assist the enterprise to avoid the trademark design and prevent the trademark design from infringing the trademark rights of others, and can also provide the intellectual property judge to determine whether the two trademarks are sufficient to constitute infringement. An important reference for the relationship. In summary, the embodiments of the present invention can achieve the expected functions, and the specific structures disclosed therein have not been seen in similar products, nor have they been disclosed before the application, and have fully complied with the requirements and requirements of the Patent Law. If you apply for an invention patent in accordance with the law, you are welcome to review it and grant a patent. BRIEF DESCRIPTION OF THE DRAWINGS [0005] The first figure: the trademark aspect map of the present invention ^ The second figure: the trademark map distribution map of the present invention [Attachment] Table 1: The data summary table of the present invention Table 2: The present invention Corresponding matrix table [Main component symbol description] [0006] 099146274 Form number A0101 Page 9 / Total 17 page 0992079604-0