Sự khác nhau giữa thương hiệu và nhãn hiệu

Sự khác nhay giữa thương hiệu và nhãn hiệu. Hiện nay trên thực tế hoạt động kinh doanh thương mại của các công ty, hai khái niệm thương hiệu và nhãn hiệu gần như được hiểu đồng nhất và khó phân biệt khi đề cập đến hàng hóa, dịch vụ của các tổ chức, cá nhân.

Khái niệm nhãn hiệu đã được quy định rõ trong luật sở hữu trí tuệ là “dấu hiệu dùng để phân biệt hàng hóa, dịch vụ của các tổ chức, cá nhân khác nhau” còn khái niệm thương hiệu vẫn chưa được quy định trong pháp luật Việt Nam nhưng lại được sử dụng khá thông dụng trong thực tiễn để thay cho khái niệm nhãn hiệu. Tuy nhiên, đây là hai khái niệm khác nhau và theo pháp luật của một số nước thì đã được phân biệt khá rõ. Vậy làm thế nào để phân biệt được hai khái niệm này khi sử dụng trong thực tiễn? Câu hỏi này có thể được trả lời thông qua một số điểm khác biệt cơ bản giữa hai khái niệm này như sau:

Thứ nhất, thương hiệu là khái niệm rộng hơn so với nhãn hiệu. Khi nhắc đến tên gọi, biểu tượng logo của các sản phẩm hàng hóa, dịch vụ của các công ty, tổ chức khác nhau người ta đều có thể gọi nó là nhãn hiệu hoặc thương hiệu. Tuy nhiên, khác với nhãn hiệu, thương hiệu được đề cập với cách hiểu rộng hơn là tất cả những cái gì gắn liền với sản phẩm, dịch vụ để có thể tạo ra chỗ đứng của sản phẩm, dịch vị đó trong lòng người tiêu dùng. Vì vậy, thương hiệu là sự kết hợp của nhãn hiệu, khẩu hiệu, nhạc hiệu hay, chỉ dẫn địa lý gắn liền với sản phẩm, dịch vụ…Thương hiệu chính là sự kết hợp của các yếu tố này để tạo nên hình ảnh, vị trí của sản phẩm, dịch vụ của công ty, tổ chức trong mắt người tiêu dùng. Chằng hạn như: khẩu hiệu “hãy nói theo cách của bạn” kết hợp với logo hình ảnh, màu sắc làm nên thương hiệu cho dịch vụ Viettel trong lòng người tiêu dùng. Còn nhãn hiệu chỉ là tên dịch vụ Viettel, hình ảnh logo để phân biệt với các dịch vụ viễn thông khác.

Thứ hai, vị trí của nhãn hiệu và thương hiệu. Nhãn hiệu là một khái niệm pháp lý được thừa nhận khi được đăng ký tại các cơ quan có thẩm quyền và được bảo hộ trong thời hạn 10 năm và có thể kéo dài bằng việc gia hạn. Còn thương hiệu phải mất một thời gian dài để tạo dựng qua việc tạo dựng hình ảnh hàng hóa, dịch vụ và cả hình ảnh của công ty trong mắt người tiêu dùng và để được người tiêu dùng công nhận. Do đó, thương hiệu có thể tồn tại mãi mãi mà không bị giới hạn về mặt thời gian và được biết đến rộng rãi hơn so với nhãn hiệu.

Thứ ba, hoàn cảnh sử dụng. Nhãn hiệu là khái niệm pháp lý đã được thừa nhận nên nó được sử dụng trong tất cả các loại giấy tờ pháp lý gắn liền với sản phẩm, dịch vụ. Còn thương hiệu không phải là khái niệm pháp lý nên nó chỉ được sử dụng trong thực tiễn hoạt động kinh doanh, cung ứng hàng hóa, dịch vụ cho người tiêu dùng.

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