{"id":3950,"date":"2021-02-02T16:30:10","date_gmt":"2021-02-02T16:30:10","guid":{"rendered":"https:\/\/curell.com\/?p=3950"},"modified":"2022-10-19T20:58:22","modified_gmt":"2022-10-19T20:58:22","slug":"que-es-la-vulgaritzacio-de-la-marca","status":"publish","type":"post","link":"https:\/\/curell.com\/ca\/que-es-la-vulgaritzacio-de-la-marca\/","title":{"rendered":"Qu\u00e8 \u00e9s la vulgaritzaci\u00f3 de la marca?"},"content":{"rendered":"<p><a href=\"https:\/\/www.inta.org\/wp-content\/uploads\/public-files\/resources\/consumer\/2020_TMUseMediaInternetPublishing.pdf\" target=\"_blank\" rel=\"https:\/\/www.inta.org\/wp-content\/uploads\/public-files\/resources\/consumer\/2020_TMUseMediaInternetPublishing.pdf noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12736\" src=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/imatge-vulgarizaci%C3%B3n-CAT-MHG-300x270.png\" sizes=\"auto, (max-width: 440px) 100vw, 440px\" srcset=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/imatge-vulgarizaci\u00f3n-CAT-MHG-300x270.png 300w, https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/imatge-vulgarizaci\u00f3n-CAT-MHG.png 545w\" alt=\"\" width=\"440\" height=\"396\" \/><\/a>-Porta\u2019m un\u00a0<em>cl\u00ednex\u00a0<\/em>i de passada una\u00a0<em>tirita<\/em>\u00a0i una\u00a0<em>aspirina<\/em>, si us plau, que m\u2019he tallat amb un\u00a0<em>p\u00f3stit\u00a0<\/em>en esborrar amb<em>\u00a0t\u00edpex<\/em>\u00a0el\u00a0<em>rotring\u00a0<\/em>mentre etiquetava els\u00a0<em>t\u00e1pers.<\/em><\/p>\n<p>-No queda\u00a0<em>aspirina<\/em>, t\u2019aniria b\u00e9 un\u00a0<em>gelocatil\u00a0<\/em>en el seu lloc?<\/p>\n<p>Totes aquestes paraules que fan la funci\u00f3 de substantius en la conversa simulada formen part del nostre llenguatge habitual. No obstant, rarament ens adonem que estem usant marques per a designar un producte de manera gen\u00e8rica, encara que el producte al qual ens estem referint en concret no hagi estat fabricat pel titular de la marca registrada. Per exemple, els consumidors solen anomenar \u201ccl\u00ednex\u201d\u00a0als mocadors de paper, encara que no provinguin de l\u2019empresa\u00a0Kimberly-Clark\u00a0Worldwide,\u00a0Inc, propietari de la marca Kleenex\u00ae.<\/p>\n<p>Per aquest motiu, molts titulars s\u2019enfronten cada dia a una lluita, sovint \u00e0rdua, per evitar que l\u2019\u00fas de la seva marca passi a ser habitual en el concret sector de mercat en el qual el signe opera i poder conservar els seus drets\u00a0de marca\u00a0davant de l\u2019\u00e8xit adquirit pel seu producte o servei, conegut precisament per la seva marca. En abs\u00e8ncia d\u2019aquesta lluita, la protecci\u00f3 de la marca pot perdre\u2019s i la denominaci\u00f3 que la conforma esdevenir un terme habitual o gen\u00e8ric, com ja ha passat amb marques com ara \u201cGanchitos\u201d\u00a0(sent\u00e8ncia de l\u2019Audi\u00e8ncia Provincial de Barcelona No. 557\/2004 de 21 de desembre de 2004), \u201cBio\u201d (sent\u00e8ncia del Tribunal Suprem (Sala civil) de 22 de desembre de 2008 No. 1229\/2008) o \u201cAftersun\u201d\u00a0(sent\u00e8ncia de l\u2019Audi\u00e8ncia Provincial de Barcelona No. 378\/2018 de 6 de juny de 2018). Aix\u00f2 \u00e9s el que es coneix com a vulgaritzaci\u00f3\u00a0de la marca.<\/p>\n<p>La\u00a0vulgaritzaci\u00f3\u00a0de la marca es produeix quan la seva denominaci\u00f3 es converteix en el comer\u00e7 en la paraula que habitualment designa el producte o servei per al qual est\u00e0 registrada (Article 54.1 b) de la Llei 17\/2001, de 7 de desembre, de Marques). Aquesta\u00a0vulgaritzaci\u00f3\u00a0es pot donar per dues raons:<\/p>\n<ul>\n<li>Per activitat del seu titular: quan el mateix titular fa \u00fas de la marca de manera incorrecta com a gen\u00e8ric dels productes o serveis que identifica la marca o de manera descriptiva d\u2019aquests. Per exemple, el titular fa \u00fas de la marca per a descriure les qualitats del producte o servei o la utilitza com un substantiu normal: en singular i en plural, etc.<\/li>\n<\/ul>\n<ul>\n<li>Per inactivitat del seu titular: quan el titular ha tolerat que tercers usin en el comer\u00e7 la marca com a nom gen\u00e8ric o descriptiu en relaci\u00f3 amb els productes o serveis que identifica i no ha fet res per frenar-ho.<\/li>\n<\/ul>\n<p>La funci\u00f3 essencial d\u2019una marca \u00e9s indicar l\u2019origen empresarial d\u2019un determinat producte o servei. \u00c9s a dir, que el p\u00fablic consumidor en adquirir el producte o sol\u00b7licitar el servei conegui de quina empresa prov\u00e9 i el diferenci\u00ef d\u2019altres productes o serveis id\u00e8ntics o similars dels competidors.<\/p>\n<p>A causa de la\u00a0vulgaritzaci\u00f3, el consumidor no pot determinar a quin productor o prove\u00efdor pertany la marca, ja que l\u2019associa a unes determinades caracter\u00edstiques del producte o servei o al g\u00e8nere al qual pertany, per la qual cosa la marca perd la seva funci\u00f3 essencial de servir com a indicador d\u2019un origen empresarial.<\/p>\n<p>Doncs b\u00e9, per prevenir que la marca sigui vulgaritzada i declarar-se caducat el seu registre per un Jutjat o Tribunal \u00e9s imperatiu que el seu titular, de manera diguem-ne que passiva, no usi la seva marca com si es tract\u00e9s d\u2019un terme descriptiu o gen\u00e8ric i, de manera clarament activa, prengui les mesures oportunes de forma en\u00e8rgica i ferma per tal d\u2019impedir que tercers l\u2019adoptin en el seu l\u00e8xic com un terme habitual en un determinat sector del mercat. Per exemple, la marca Vespa\u00ae,\u00a0que el p\u00fablic sovint usa com a substantiu per a referir-se a una motocicleta o un ciclomotor<em>,<\/em>\u00a0va ser inclosa al Diccionari de la Llengua Espa\u00f1ola (DLE) de la Real Academia Espa\u00f1ola (RAE) amb aquesta accepci\u00f3 i el seu titular, per evitar que aquesta inclusi\u00f3 no fos un primer pas cap a la vulgaritzaci\u00f3 de la marca, va exigir a la RAE que s\u2019indiqu\u00e9s a l\u2019entrada del terme al DLE la seva condici\u00f3 de marca registrada:<\/p>\n<p><a href=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/RAE-Imagen2.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-12765 aligncenter\" src=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/RAE-Imagen2-300x85.png\" sizes=\"auto, (max-width: 589px) 100vw, 589px\" srcset=\"https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/RAE-Imagen2-300x85.png 300w, https:\/\/curellsunol.com\/wp-content\/uploads\/2021\/02\/RAE-Imagen2.png 567w\" alt=\"\" width=\"589\" height=\"167\" \/><\/a><\/p>\n<p>Als Estats Units d\u2019Am\u00e8rica, a causa del dinamisme de la llengua anglesa, la\u00a0vulgaritzaci\u00f3\u00a0d\u2019una marca \u00e9s un fenomen bastant freq\u00fcent. Per exemple,\u00a0<em>aspirin<\/em>\u00a0ja no \u00e9s una marca, \u00e9s un terme del l\u00e8xic anglo-americ\u00e0 sin\u00f2nim d\u2019\u00e0cid acetilsalic\u00edlic i ha perdut la seva capacitat de funcionar com un indicador d\u2019origen empresarial.<\/p>\n<p>Per tant, molts titulars han d\u2019efectuar grans esfor\u00e7os per mirar de desactivar o neutralitzar usos inapropiats que comporten la p\u00e8rdua de capacitat distintiva de les seves marques. Un exemple simp\u00e0tic va ser la campanya que va llan\u00e7ar l\u2019empresa propiet\u00e0ria de la marca Velcro\u00ae mitjan\u00e7ant un v\u00eddeo en el qual apareixen els seus suposats advocats cantant i pregant al p\u00fablic consumidor que deixi d\u2019utilitzar la marca Velcro\u00ae per a designar vetes adherents de manera gen\u00e8rica. Podeu visualitzar-lo en els seg\u00fcents enlla\u00e7os:<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=rRi8LptvFZY\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.youtube.com\/watch?v=rRi8LptvFZY<\/a><\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=ZLWMQLMiTPk\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.youtube.com\/watch?v=ZLWMQLMiTPk<\/a><\/p>\n<p>Aquesta \u00e9s una clara mostra de la posici\u00f3 en la qual es troben alguns titulars que, per impedir que les seves marques es vulgaritzin, estan disposats a conscienciar els consumidors de la forma m\u00e9s creativa i, per qu\u00e8 no, de la forma m\u00e9s viral.<\/p>\n<p>En definitiva, tenir \u00e8xit per a no \u201cmorir d\u2019\u00e8xit\u201d.<\/p>\n<p>Enlla\u00e7os a les sent\u00e8ncies citades:<\/p>\n<p>Ganchitos:<\/p>\n<p><a href=\"http:\/\/www.poderjudicial.es\/search\/contenidos.action?action=contentpdf&amp;databasematch=AN&amp;reference=1678354&amp;links=marcas%20Y%20%22actividad%20o%20inactividad%22%20Y%20caducidad&amp;optimize=20050126&amp;publicinterface=true\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.poderjudicial.es\/search\/contenidos.action?action=contentpdf&amp;databasematch=AN&amp;reference=1678354&amp;links=marcas%20Y%20%22actividad%20o%20inactividad%22%20Y%20caducidad&amp;optimize=20050126&amp;publicinterface=true<\/a><\/p>\n<p>Bio:<\/p>\n<p><a href=\"http:\/\/www.poderjudicial.es\/search\/openDocument\/b4a07c60bc8fcf31\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.poderjudicial.es\/search\/openDocument\/b4a07c60bc8fcf31<\/a><\/p>\n<p>Aftersun:<\/p>\n<p><a href=\"http:\/\/www.poderjudicial.es\/search\/contenidos.action?action=contentpdf&amp;databasematch=AN&amp;reference=8439768&amp;links=&amp;optimize=20180704&amp;publicinterface=true\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.poderjudicial.es\/search\/contenidos.action?action=contentpdf&amp;databasematch=AN&amp;reference=8439768&amp;links=&amp;optimize=20180704&amp;publicinterface=true<\/a><\/p>\n<p>Article de\u00a0Merc\u00e8 Hern\u00e1ndez<\/p>\n<p>Photo by Diana Polekhina on Unsplash<\/p>\n","protected":false},"excerpt":{"rendered":"<p>-Porta\u2019m un\u00a0cl\u00ednex\u00a0i de passada una\u00a0tirita\u00a0i una\u00a0aspirina, si us plau, que m\u2019he tallat amb un\u00a0p\u00f3stit\u00a0en esborrar amb\u00a0t\u00edpex\u00a0el\u00a0rotring\u00a0mentre etiquetava els\u00a0t\u00e1pers. -No queda\u00a0aspirina, t\u2019aniria b\u00e9 un\u00a0gelocatil\u00a0en el seu lloc? Totes aquestes paraules que fan la funci\u00f3 de substantius en la conversa simulada formen part del nostre llenguatge habitual&#8230;.<\/p>\n","protected":false},"author":3,"featured_media":3101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,58],"tags":[],"class_list":["post-3950","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>Qu\u00e8 \u00e9s la vulgaritzaci\u00f3 de la 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\/que-es-la-vulgaritzacio-de-la-marca\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e8 \u00e9s la vulgaritzaci\u00f3 de la marca? | Curell Su\u00f1ol\" \/>\n<meta property=\"og:description\" content=\"-Porta\u2019m un\u00a0cl\u00ednex\u00a0i de passada una\u00a0tirita\u00a0i una\u00a0aspirina, si us plau, que m\u2019he tallat amb un\u00a0p\u00f3stit\u00a0en esborrar amb\u00a0t\u00edpex\u00a0el\u00a0rotring\u00a0mentre etiquetava els\u00a0t\u00e1pers. -No queda\u00a0aspirina, t\u2019aniria b\u00e9 un\u00a0gelocatil\u00a0en el seu lloc? 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