Đăng ký nhãn hiệu cần được tuân theo những quy định nhất định của pháp luật sở hữu trí tuệ. Đơn đăng ký nhãn hiệu khi được nộp vào Cục sở hữu trí tuệ sẽ trải qua hai giai đoạn chính là thẩm định hình thức và nội dung. Do đó, việc một nhãn hiệu đảm bảo được những quy định nghiêm ngặt đó thì mới được xem là hợp lệ. Trong đó, giai đoạn thẩm đinh nội dung là vô cùng quan trọng, bởi lẽ sẽ đưa ra các kết luận về các dấu hiệu của nhãn hiệu có đáp ứng đủ các tiêu chuẩn bảo hộ theo quy định của Luật SHTT hay không.
Do đó, không phải chỉ cần nghĩ ra một nhãn hiệu và tiến hành đăng ký nó mà được chấp nhận ngay. chỉ cần một sự tương đồng với nhãn hiệu đã được đăng ký trước đó sẽ làm ảnh hưởng đến khả năng đăng ký của nhãn hiệu. Ví dụ dưới đây là một điển hình của việc bị hủy bỏ hiệu lực giấy chứng nhận đăng ký nhãn hiệu cho dù đã được cấp. Đó là trường hợp của Công ty TNHH sản xuất và thương mại Hưng Phát đã được cấp Giấy chứng nhận đăng ký nhãn hiệu số 64606 bảo hộ nhãn hiệu “AUSTDOOR” cho các sản phẩm thuộc nhóm 06, 07 và 09 cấp ngày 12.07.2005. Bị Công ty cổ phần cửa uốn Uc Smartdoor để nghị hủy bỏ giấy chứng nhận nói trên với lý do không đáp ứng đủ tiêu chuẩn bảo hộ khi trùng phần chữ “AUST” là tên viết tắt của đất nước của những chú Kanguru – Australia.
Cục sở hữu trí tuệ đã có quyết định cuối cùng khi cho rằng: “Nhãn hiệu “AUSTDOOR” có hai thành phần chính là “AUST” và “DOOR”, trong đó từ “DOOR” tiếng anh có nghĩa là cửa nên có thể gây nhầm lẫn cho người tiêu dùng về sản phẩm có nguồn gốc xuất xứ từ nước Úc. Phần này có chỉ dẫn địa lý đến quốc gia khác, do đó sẽ bị coi là vi phạm pháp luật sở hữu trí tuệ.
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