{"id":3927,"date":"2022-02-01T14:04:13","date_gmt":"2022-02-01T14:04:13","guid":{"rendered":"https:\/\/curell.com\/?p=3927"},"modified":"2022-10-19T20:47:02","modified_gmt":"2022-10-19T20:47:02","slug":"un-silenci-i-un-bombolleig-no-poden-registrar-se-com-a-marca","status":"publish","type":"post","link":"https:\/\/curell.com\/ca\/un-silenci-i-un-bombolleig-no-poden-registrar-se-com-a-marca\/","title":{"rendered":"Un silenci i un bombolleig no poden registrar-se com a marca"},"content":{"rendered":"

En la concepci\u00f3 de les marques la creativitat humana est\u00e0 molt present. La diversitat dels signes que s\u2019adopten per diferenciar els productes propis dels de la compet\u00e8ncia en el mercat es pot comprovar en els tipus de marques que se sol\u00b7liciten. A part de les marques tradicionals com les consistents en un nom i\/o un gr\u00e0fic, tamb\u00e9 existeixen el que anomenem marques no tradicionals, constitu\u00efdes per sons, gustos, olors, textures, etc.<\/p>\n

A causa de les seves caracter\u00edstiques, de vegades les marques no tradicionals manquen de la distintivitat suficient per indicar l\u2019origen empresarial d\u2019un producte o servei i, per tant, el seu registre \u00e9s denegat.<\/p>\n

Aquest ha sigut el cas objecte de la Sent\u00e8ncia del Tribunal General de 7 de juliol de 2021, en l\u2019assumpte T-668\/19.<\/p>\n

L\u2019empresa alemanya Ardagh Metal Beverage Holdings GmbH & Co. KG va sol\u00b7licitar el registre com a marca de la Uni\u00f3 Europea del so que se sent quan s\u2019obre una llauna de beguda. Podeu escoltar-la seguint l\u2019enlla\u00e7 seg\u00fcent:<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/017912475<\/a><\/p>\n

L\u2019EUIPO va denegar el seu registre al\u00b7legant manca de car\u00e0cter distintiu d\u2019acord amb l\u2019article 7.1 b) del Reglament 2017\/1001 sobre la marca de la UE.<\/p>\n

En primer lloc, s\u2019ha de considerar que aquesta pretesa marca no s\u2019aprecia en el moment de la compra del producte, sin\u00f3 en el moment de la seva consumici\u00f3, quan ja ha estat triat d\u2019entre diversos altres productes, per la qual cosa no interv\u00e9 en la decisi\u00f3 de compra d\u2019una beguda respecte d\u2019una altra d\u2019un competidor. En segon lloc, el so concret objecte d\u2019aquesta sol\u00b7licitud de marca no es distingeix substancialment i de manera immediata dels sons habituals de sortida de gas que escoltem quan obrim una llauna.<\/p>\n

Despr\u00e9s que el titular de la marca present\u00e9s recurs contra la decisi\u00f3 denegat\u00f2ria, el Tribunal General ha confirmat la decisi\u00f3 de l\u2019EUIPO basant-se en el fet que el so em\u00e8s en aixecar la lleng\u00fceta d\u2019una llauna de beguda ser\u00e0 considerat per part del p\u00fablic com un element t\u00e8cnic i funcional que es produeix en obrir la llauna per consumir-ne el contingut. A m\u00e9s, el p\u00fablic ho percebr\u00e0 immediatament com el so d\u2019un bombolleig de beguda corresponent als productes designats en general, per la qual cosa el signe no es pot considerar un indicador de l\u2019origen empresarial \u00a0del producte, malgrat els matisos que t\u00e9 el so sol\u00b7licitat, concretament un silenci per l\u2019interval d\u2019un segon o el so del bombolleig durant nou segons.<\/p>\n

Aix\u00f2 no vol dir que altres marques sonores no hagin prosperat. N\u2019hi ha unes quantes i uns exemples \u201csonats\u201d (i ben sonors) serien els seg\u00fcents:<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/005170113<\/a><\/p>\n

Metro-Goldwyn-Mayer Lion Corporation<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/012438628<\/a><\/p>\n

TWENTIETH CENTURY FOX FILM CORPORATION<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/005868261<\/a><\/p>\n

Microsoft Corporation<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/018498778<\/a><\/p>\n

INTEL<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/018071642<\/a><\/p>\n

AUDI AG<\/p>\n

https:\/\/euipo.europa.eu\/eSearch\/#details\/trademarks\/018424119<\/a><\/p>\n

Bayerische Motoren Werke Aktiengesellschaft<\/p>\n

(per accedir a aquests arxius utilitzeu el navegador Chrome).<\/p>\n

Veureu que n\u2019hi ha de musicals, de salvatges i de simples percussions. La seva idone\u00eftat no \u00e9s el fruit de la complexitat o simplicitat del so, sin\u00f3 de la seva capacitat distintiva. Es a dir, les sentim i sabem de qui ens estan parlant.<\/p>\n

Podeu trobar la sent\u00e8ncia comentada seguint aquest enlla\u00e7:<\/p>\n

https:\/\/curia.europa.eu\/juris\/document\/document.jsf;jsessionid=0BE3E905B01CCB5578C1F26A67CEAFA5?text=&docid=243853&pageIndex=0&doclang=ES&mode=lst&dir=&occ=first&part=1&cid=1757405b<\/a><\/p>\n

Autora<\/strong>:\u00a0Merc\u00e8 Hern\u00e1ndez G\u00e1zquez<\/p>\n","protected":false},"excerpt":{"rendered":"

En la concepci\u00f3 de les marques la creativitat humana est\u00e0 molt present. La diversitat dels signes que s\u2019adopten per diferenciar els productes propis dels de la compet\u00e8ncia en el mercat es pot comprovar en els tipus de marques que se sol\u00b7liciten. A part de les…<\/p>\n","protected":false},"author":3,"featured_media":2897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,58],"tags":[],"class_list":["post-3927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-articles-ca"],"yoast_head":"\nUn silenci i un bombolleig no poden registrar-se com a marca | Curell Su\u00f1ol<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/curell.com\/ca\/un-silenci-i-un-bombolleig-no-poden-registrar-se-com-a-marca\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un silenci i un bombolleig no poden registrar-se com a marca | Curell Su\u00f1ol\" \/>\n<meta property=\"og:description\" content=\"En la concepci\u00f3 de les marques la creativitat humana est\u00e0 molt present. La diversitat dels signes que s\u2019adopten per diferenciar els productes propis dels de la compet\u00e8ncia en el mercat es pot comprovar en els tipus de marques que se sol\u00b7liciten. 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