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证明第三方利用了商标所有者的声誉绝非易事。这需要一种综合的方法来收集和利用商标权争议中的证据，尤其是在商标以恶意（恶意）注册的情况下。 KENFOX IP & Law Office 提供以下分步指南，以帮助合法商标所有者证明其商标的声誉已被利用。

Proving that a third party has exploited the reputation of a trademark owner is never simple. It demands a comprehensive approach to gather and utilize evidence in disputes over trademark rights, particularly in instances where trademarks are registered with malicious intent (bad faith). KENFOX IP & Law Office offers the following step-by-step guidance to assist legitimate trademark owners in demonstrating that their trademark's reputation has been exploited.

步骤 1：确定商标的声誉和认可度 (Step 1: Establish the reputation and recognition of the trademark)

• 商标使用文件：合法商标所有人需要提供证明其商标在商业中使用的文件，包括营销材料、销售数据和一段时间内的广告支出 (Documentation of trademark use: The legitimate trademark owner needs to provide documents showing the use of his trademark in commerce, including marketing materials, sales data and advertising expenditures over time.)
• 市场调查：进行或获取现有的消费者调查，以证明消费者对商标的认可程度和积极的关联。(Market surveys: Conduct or obtain existing consumer surveys that demonstrate the level of recognition and positive association consumers have with the trademark.)
• 媒体报道和宣传：收集突出显示商标在相关市场中存在和认可度的文章、新闻报道和其他媒体内容。(Media coverage and publicity: Compile articles, news reports, and other media content that highlight the presence and recognition of the trademark in the relevant market.)
• 奖项和荣誉： 包括商标获得的任何有助于其声誉的奖项或荣誉。(Awards and recognitions: Include any awards or recognitions that the trademark has received which contribute to its reputation.)

步骤 2：确定商标之间的相似性 (Step 2: Establish the similarity between the marks)

• 视觉比较：提供商标之间的并排比较，以突出其结构、发音、含义和呈现方面的相似之处。(Visual comparison: Provide side-by-side comparisons between trademarks to highlight similarities in their structure, pronunciation, meaning, and presentation.)
• 专家意见：请求越南知识产权研究院对商标之间的相似性和可能对消费者造成的混淆进行评估（专家意见）。(Expert opinion: Request an assessment (expert opinion) at Vietnam Intellectual Property Research Institute on the similarity between the marks and the possibility of causing confusion for consumers.)

步骤 3：确定第三方的商标认可度 (Step 3: Establish third-party recognition of the mark)

• 同一行业：申请人和商标所有人实际上都在同一行业运营并参加贸易展览、会议或市场，以证明第三方可能知晓真正所有者的商标，此类证据可以作为证明。Same industry: Evidence that both the applicant and the trademark owner actually operate in the same industry and participate in trade shows, conferences or markets to argue that a third party may have knowledge of the trademark of genuine owner's trademark.
• 先前互动：如果申请人与真正商标所有者之间存在任何先前互动（通信、商业交易、争议），则这些文件可以确定申请人知道该商标的先前存在。Previous Interactions: If any previous interactions (communications, business transactions, disputes) exist between the applicant and the genuine owner's trademark, then these documents can establish that the applicant knew of the pre-existence of the mark.

步骤 4：确定欺骗或利用信誉良好的品牌的意 (Step 4: Establish the intention to deceive or take advantage of a reputable brand)

• 直接意图：来自申请人的任何直接通信，表明其有意利用商标已建立的市场地位。Direct intent: Any direct communication from the applicant that indicates an intention to take advantage of the mark's established market presence.
• 经济利益：提供分析以阐明申请人的行为是如何被其从商标的既有声誉中获利的愿望所驱使的。Economic interest: Provides analysis to clarify how the applicant's actions may have been motivated by a desire to benefit from the established reputation of the mark.
• 市场进入策略：证明申请人的市场进入策略旨在模仿商标所有者商标成功的文件或分析。Market entry strategy: Documentation or analysis showing that the applicant's market strategy is designed to mimic the success of the trademark owner's trademark.

步骤 5：实际消费者混淆的证据 (Step 5: Evidence of actual consumer confusion)

• 消费者投诉：收集对商标之间的相似性感到困惑或误导的消费者的确认或投诉。Consumer complaints: Collect confirmations or complaints from consumers who are confused or misled by similarities between trademarks.
• 混淆案例：消费者或供应商将申请人的产品/服务与合法商标所有者的产品/服务混淆的情况。Cases of confusion: Where a consumer or supplier confuses the applicant's products/services with those of the legitimate trademark owner.

步骤 6：分析对真正商标所有者的影响 (Step 6: Analyze the impact on the genuine trademark owner)

• 销售影响分析：提供由于申请人使用类似商标而造成的任何销售损失、市场份额损失或商业机会损失的数据。Sales impact analysis: Provides data on any loss of sales, market share or business opportunities due to the applicant's use of a similar mark.
• 商标淡化的可能性：证明真正商标所有者的商标的价值或认知因申请人的行为而被淡化的证据。The possibility of trademark dilution: Evidence that the value or perception of the true trademark owner's trademark has been diluted by the applicant's actions.

结论 (Final thoughts)

上述六步指南为合法商标所有者提供了一种综合方法，以证明第三方利用了商标的声誉和商誉。要在与“恶意”相关的商标纠纷中取得成功，合法商标所有者需要提供证明商标声誉和公众认可的文件，证明商标之间的相似性、申请人的知晓情况、申请人欺骗或经济利用的意图以及实际消费者混淆的证据。

The above six-step guide provides a comprehensive approach for legitimate trademark owners in proving that a third party has taken advantage of the reputation and goodwill of the mark. To succeed in trademark disputes related to “bad faith”, the legitimate trademark owner needs to provide documents proving the reputation and public recognition of the mark, proving similarity between the marks, the awareness of the applicant, the applicant's intention to deceive or exploit economically, and evidence of actual consumer confusion.

如需有关解决知识产权复杂问题的深入建议和支持，特别是涉及越南恶意商标注册的案件，请联系 KENFOX IP & Law Office。KENFOX 拥有丰富的实践经验，并成功解决了众多商标争议案件，包括行政和法院诉讼，随时准备陪伴您以最有效的方式保护您的权利。

Please contact KENFOX IP & Law Office for in-depth advice and support in resolving complex issues related to intellectual property, especially cases of malicious trademark registration in Vietnam. With extensive practical experience and success in resolving many trademark disputes, both administrative and court proceedings, KENFOX is ready to accompany you to protect your rights in the most effective way.

By Nguyen Vu QUAN

Partner & IP Attorney