{"id":3938,"date":"2021-05-17T18:03:48","date_gmt":"2021-05-17T18:03:48","guid":{"rendered":"https:\/\/curell.com\/?p=3938"},"modified":"2022-10-19T20:50:51","modified_gmt":"2022-10-19T20:50:51","slug":"desafiant-la-gravetat-la-forma-3d-de-la-moon-boot-ja-no-actua-com-a-marca-registrada","status":"publish","type":"post","link":"https:\/\/curell.com\/ca\/desafiant-la-gravetat-la-forma-3d-de-la-moon-boot-ja-no-actua-com-a-marca-registrada\/","title":{"rendered":"Desafiant la gravetat: la forma 3D de la \u201cMoon Boot\u201d ja no actua com a marca registrada"},"content":{"rendered":"<p>Les formes 3D singulars aplicades als productes poden servir per a identificar una marca i prova d\u2019aix\u00f2 \u00e9s que, independentment de qualsevol altra marca que aparegui en les formes, tothom reconeix l\u2019ampolla de Coca-Cola, la rajola de xocolata Toblerone \u00a0o la pila Duracell.<\/p>\n<p><a href=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2022\/05\/IRM-foto.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-13991 alignleft\" src=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2022\/05\/IRM-foto.png\" alt=\"\" width=\"214\" height=\"89\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>No obstant, registrar marques tridimensionals pot ser dif\u00edcil ja que, sovint, les formes son intr\u00ednseques als productes i, per tant, el llindar de la distintivitat d\u2019una marca tridimensional podria ser m\u00e9s alt que per a altres tipus de marca (encara que, en teoria, no hauria de ser aix\u00ed). La forma en 3D ha de diferir d\u2019altres formes existents per als productes del mercat i ser reconeguda com una ins\u00edgnia \u00fanica d\u2019origen dels productes als ulls del p\u00fablic pertinent.<\/p>\n<p>La bota comercialitzada sota la marca \u201cMoon Boot\u201d (Tecnica Group SpA) compta amb una llarga i continua pres\u00e8ncia en el comer\u00e7, essent a dia d\u2019avui una de les botes m\u00e9s populars del mercat. Per tant, com \u00e9s possible que una icona aix\u00ed hagi perdut la seva protecci\u00f3 jur\u00eddica com a marca 3D?<\/p>\n<p>L\u2019any 2017, l\u2019empresa su\u00efssa Zeitneu GmbH va presentar una sol\u00b7licitud de declaraci\u00f3 d\u2019invalidesa del registre de marca 3D sobre la forma de la bota de Tecnica Group SpA, segons reproducci\u00f3 a sota (MUE n\u00fam. 010168441) , en virtut de l\u2019article 59(1)(a) i l\u2019article 7(1)(b), (c), (d) i (e) de l\u2019EUTMR. L\u2019any 2019, la Divisi\u00f3 de Cancel\u00b7laci\u00f3 va declarar la invalidesa de la marca perqu\u00e8 es va considerar que no era distintiva en relaci\u00f3 amb els productes de la classe 25, ja que la forma \u201cL\u201d de la marca tridimensional era t\u00edpica de les botes i no hi havia prou distinci\u00f3 per individualitzar la marca d\u2019altres productes similars als ulls del p\u00fablic pertinent.<\/p>\n<p>La Primera Sala de recursos de l\u2019EUIPO va confirmar aquesta decisi\u00f3, declarant que, com que la marca disputada no s\u2019allunya significativament de tots els models de botes\u00a0<em>apr\u00e8s-ski<\/em>, no t\u00e9 car\u00e0cter distintiu. Tecnica Group SpA va presentar recurs d\u2019apel\u00b7laci\u00f3 davant del Tribunal General al\u00b7legant la violaci\u00f3 de l\u2019apartat 1 de l\u2019article 7 i l\u2019apartat 3 de l\u2019article 7 del Reglament n\u00fam. 2017\/1001 (entre altres al\u00b7legacions).<\/p>\n<p>La decisi\u00f3 del Tribunal General va confirmar que, perqu\u00e8 una forma sigui registrable com a marca, ha de ser d\u2019alguna manera distintiva del producte del seu titular. La forma ha de sortir significativament de\u00a0<em>la norma o els costums del sector<\/em>, de manera que permeti als consumidors identificar els productes nom\u00e9s per la seva aparen\u00e7a i, per tant, complir la seva funci\u00f3 essencial d\u2019indicar l\u2019origen comercial.<\/p>\n<p>Es conclou que, basant-se en l\u2019evid\u00e8ncia, la forma de les botes comercialitzades sota la marca \u201cMoon Boot\u201d no es perceben com un producte d\u2019una empresa concreta. Moltes altres empreses venen variants similars del producte que normalment estan disponibles en el mercat i, per tant, no permet constatar que la marca, en el seu conjunt, s\u2019aparta significativament de les formes habituals del sector, concloent que ja no \u00e9s adequat que Tecnica Group SpA mantingui drets d\u2019exclusivitat sobre la forma.<\/p>\n<p>Tamb\u00e9 \u00e9s important destacar que el Tribunal General ha sostingut que el fet que les botes comercialitzades sota la marca \u201cMoon Boot\u201d tinguin reputaci\u00f3 en el mercat de la UE no significa autom\u00e0ticament que la seva forma hagi adquirit un car\u00e0cter distintiu a trav\u00e9s de l\u2019\u00fas. Encara que el renom nom\u00e9s ha de demostrar-se en una part substancial del territori de la Uni\u00f3, la distintivitat adquirida ha de demostrar-se per a tota la Uni\u00f3.<br \/>\nAquesta decisi\u00f3 planteja la q\u00fcesti\u00f3 de si val la pena protegir una forma 3D com a marca comercial a la UE, perqu\u00e8 les estad\u00edstiques demostren que la denegaci\u00f3 de les marques tridimensionals \u00e9s el resultat m\u00e9s probable.<\/p>\n<p>De fet, \u00e9s un repte demostrar que els consumidors perceben les formes com una indicaci\u00f3 de l\u2019origen comercial dels productes, ja que, en general, els consumidors no es basen tant sols en les formes per identificar qui est\u00e0 venent els productes i, molt probablement, depenen del nom de marca o del logotip dels productes.<\/p>\n<p>En definitiva, el fet que les formes siguin dif\u00edcils de registrar \u00e9s una realitat. Per exemple, Lego i els seus famosos blocs de construcci\u00f3 o Nestl\u00e9 i el seu popular\u00a0<em>Kitkat<\/em>\u00a0no han pogut obtenir registres per a les seves conegudes formes.<\/p>\n<p>Esteu interessats en la protecci\u00f3 registral d\u2019una marca consistent en una forma 3D? No volem dissuadir-vos, per\u00f2 ser\u00e0 una fita dif\u00edcil. No obstant aix\u00f2, no \u00e9s impossible: us heu d\u2019assegurar que la forma s\u2019allunya significativament de la norma i\/o els costums del sector (i no ve imposada per cap requisit t\u00e8cnic o funcional). Per \u00faltim i no menys rellevant, establiu un sistema de vigil\u00e0ncia per tal de detectar l\u2019\u00fas no autoritzat per part de tercers de la mateixa forma, o d\u2019una forma similar, i combateu-lo amb fermesa; aix\u00ed evitareu que l\u2019exclusivitat i el poder d\u2019atracci\u00f3 de la vostra marca 3D es dilueixin.<\/p>\n<p>Si voleu accedir al text complet de la decisi\u00f3, el trobareu en el seg\u00fcent enlla\u00e7:<\/p>\n<p><a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf;jsessionid=540F4BF71B7843B1CE94B9F363137B67?text=&amp;docid=252402&amp;pageIndex=0&amp;doclang=en&amp;mode=lst&amp;dir=&amp;occ=first&amp;part=1&amp;cid=148596\">https:\/\/curia.europa.eu\/juris\/document\/document.jsf;jsessionid=540F4BF71B7843B1CE94B9F363137B67?text=&amp;docid=252402&amp;pageIndex=0&amp;doclang=en&amp;mode=lst&amp;dir=&amp;occ=first&amp;part=1&amp;cid=148596<\/a><\/p>\n<p><strong>Autora<\/strong>:\u00a0Isabela Robledo McClymont<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les formes 3D singulars aplicades als productes poden servir per a identificar una marca i prova d\u2019aix\u00f2 \u00e9s que, independentment de qualsevol altra marca que aparegui en les formes, tothom reconeix l\u2019ampolla de Coca-Cola, la rajola de xocolata Toblerone \u00a0o la pila Duracell. &nbsp; &nbsp;&#8230;<\/p>\n","protected":false},"author":3,"featured_media":3079,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,58],"tags":[],"class_list":["post-3938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-articles-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Desafiant la gravetat: la forma 3D de la \u201cMoon Boot\u201d ja no actua com a marca registrada | Curell 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