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العلامة التجارية
TradeMark

ما هي العلامة التجارية؟
العلامة التجارية إشارة مميزة تبين بعض السلع أو الخدمات باعتبارها سلعاً ومنتجات أنتجها أو قدمها شخص معين أو شركة معينة. ويعود أصل العلامة التجارية إلى العصور القديمة حيث كان الحرفيون يستنسخون توقيعاتهم، أو "علاماتهم"، على المصنفات أو المنتجات المنفعية. وتحولت هذه العلامات، على مر السنين، لتصبح النظام المعروف اليوم لتسجيل العلامات التجارية وحمايتها ويستعين المستهلكون بالنظام للتعرف على سلعة أو خدمة أو لشرائهما على أساس أن طابع السلعة أو الخدمة أو جودتهما، اللذين ترمز إليهما العلامة، يلبيان احتياجاتهم.

ما هي وظيفة العلامة التجارية ؟
توفر العلامة التجارية الحماية لمالكها بضمان الحق الاستئثاري في الانتفاع بها لتحديد السلع أو الخدمات أو التصريح لطرف آخر بالانتفاع بها مقابل مكافأة . وان كانت مدة الحماية تختلف ، فان تسجيل العلامة التجارية يمكن تجديده بعد انقضاء مهلته مرات غير محدودة بتسديد رسوم اضافية . وتتولى المحاكم انفاذ حماية العلامات التجارية ولها صلاحية منع التعدي على العلامات التجارية في معظم الأنظمة .
وبمفهوم أعم ، تعزز العلامات التجارية روح المبادرة والاقدام على المستوى العالمي من خلال مكافأة مالكي العلامات التجارية بالاعتراف بهم واكسابهم ربحا ماليا . وتؤدي حماية العلامة التجارية أيضا الى احباط جهود العاملين في المنافسة غير المشروعة ، مثل المزورين ، اذا شاءوا الانتفاع باشارات مميزة مماثلة بغرض تسويق منتجات أو خدمات من نوع رديء أو مختلف . ويسمح النظام للأشخاص ذوي المهارة وروح المبادرة بانتاج سلع وخدمات وتسويقها في أنسب الظروف المشروعة وبذلك تسهيل سير التجارة الدولية .

ما هي أنواع العلامات التجارية التي يمكن تسجيلها ؟
تكاد تكون الامكانيات معدومة الحدود . فقد تكون العلامة التجارية عبارة عن كلمات أو حروف أو أرقام أو تشكيلة منها . وقد تشمل رسوما أو رموزا أو اشارات مجسمة مثل شكل السلعة أو تغليفها أو اشارات سمعية مثل القطع الموسيقية أو الاشارات الصوتية أو روائح أو ألوان تستعمل بمثابة خصائص مميزة .
وعلاوة على العلامات التجارية التي تحدد المصدر التجاري للسلع أو الخدمات ، هناك فئات مختلفة أخرى للعلامات . والعلامات الجماعية هي علامات تملكها جمعيات ويستعملها أعضاؤها للتعريف بأنفسهم بالاقتران بمستوى معين من الجودة ومتطلبات أخرى تضعها الجمعية . ومثال ذلك جمعيات المحاسبين أو المهندسين أو المهندسين المعماريين . وتمنح علامات الرقابة (التصديق) مقابل الامتثال لقواعد ومعايير محددة لكنها ليست مقيدة بأية عضوية . ويجوز منحها لأي واحد قادر على اثبات أن المنتجات المعنية تفي بقواعد ومعايير معينة راسخة . ومن الأمثلة على تلك الشهادات المعترف بها على نطاق واسع معايير الجودة “ISO 9000″ المقبولة على المستوى العالمي .

كيف تسجل العلامة التجارية ؟
أولا ، يجب ايداع طلب لتسجيل العلامة التجارية لدى المكتب الوطني أو الاقليمي المناسب للعلامات التجارية . ويجب أن يحتوي الطلب على صورة واضحة عن الاشارة المودعة للتسجيل بما في ذلك أية ألوان أو أشكال أو عناصر مجسمة . ويجب أن يحتوي أيضا على قائمة بالسلع أو الخدمات التي قد تنطبق عليها الاشارة . ومن الضروري أن تفي الاشارة بشروط معينة حتى تحظى بالحماية كعلامة تجارية أو نوع آخر من العلامات . ولا بد أن تكون مميزة حتى يتسنى للمستهلكين التعرف عليها كأداة تحدد منتجا خاصا وتمييزها عن سائر العلامات التجارية التي تحدد منتجات أخرى . ويتعين ألا تؤدي العلامة الى تضليل الزبائن وخديعتهم أو الى خرق النظام العام أو الآداب العامة .
وأخيرا ، لا يمكن أن تكون الحقوق المطلوبة هي نفسها الحقوق الممنوحة لمالك علامة تجارية أخرى أو مشابهة لها . ويمكن البت في ذلك من خلال أعمال البحث والفحص التي يجريها المكتب الوطني أو باعتراض أطراف أخرى تطالب بحقوق مشابهة أو مطابقة .

ما هو نطاق حماية العلامة التجارية ؟
تسجل العلامات التجارية أو تحظى بالحماية في كل بلدان العالم تقريبا . ويحتفظ كل مكتب وطني أو اقليمي بسجل للعلامات التجارية يشمل معلومات وافية عن الطلبات والتسجيلات والتجديدات لتبسيط الفحص والبحث والاعتراض المحتمل الصادر عن أطراف أخرى . وتقتصر آثار ذلك التسجيل على البلد المعني (أو البلدان المعنية في حالة التسجيل على المستوى الاقليمي) .
وسعيا الى تفادي الحاجة الى التسجيل لدى كل مكتب وطني أو اقليمي ، تدير الويبو نظاما للتسجيل الدولي للعلامات . وتحكم النظام معاهدتان هما اتفاق مدريد بشأن التسجيل الدولي للعلامات وبروتوكول مدريد . ويجوز للشخص الذي تربطه صلة بأي بلد طرف في احدى المعاهدتين أو كليهما (من خلال الجنسية أو المنشأة أو الاقامة) أن يحصل على تسجيل دولي تسري آثاره في بعض البلدان الأخرى الأعضاء في اتحاد مدريد أو جميعها عقب تسجيل العلامة لدى مكتب العلامات التجارية في ذلك البلد أو ايداع طلب تسجيل لديه . وفي الوقت الراهن ، هناك ما يزيد على 60 بلدا طرفا في أحد الاتفاقين أو كليهما .

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