--- title: "What Does \"The New Normal\" Mean for Trade Mark Owners?" description: "The term “the new normal” has been used to an excessive degree in the context of the Covid-19 pandemic, and the resultant shutdown." image: https://spoor.com/wp-content/uploads/2020/07/Trade-Marks-3.jpg canonical: https://spoor.com/zh/what-does-the-new-normal-mean-for-trade-mark-owners/ url: https://spoor.getmd.ai/zh/what-does-the-new-normal-mean-for-trade-mark-owners/.md last_converted: 2026-07-28T02:13:54.570Z --- ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://spoor.com/what-does-the-new-normal-mean-for-trade-mark-owners/#article", "isPartOf": { "@id": "https://spoor.com/what-does-the-new-normal-mean-for-trade-mark-owners/" }, "author": { "name": "Karien Postma, Carl van Rooyen, Spoor & Fisher", "@id": "https://spoor.com/#/schema/person/277858db2bf73237fd6434fcc410a27b" }, "headline": "What Does “The New Normal” Mean for Trade Mark Owners?", 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"https://secure.gravatar.com/avatar/d993a75ab91f1530ee923c720cd8997140c673b10c5aa3d01770c5fc4214fea4?s=96&d=mm&r=g", "url": "https://secure.gravatar.com/avatar/d993a75ab91f1530ee923c720cd8997140c673b10c5aa3d01770c5fc4214fea4?s=96&d=mm&r=g", "contentUrl": "https://secure.gravatar.com/avatar/d993a75ab91f1530ee923c720cd8997140c673b10c5aa3d01770c5fc4214fea4?s=96&d=mm&r=g", "caption": "Karien Postma, Carl van Rooyen, Spoor & Fisher" } } ] } ``` [家](https://spoor.com) › [知识中心](https://spoor.com/knowledge-centre/) › [最新消息和见解/](https://spoor.com/zh/knowledge-centre/latest-news-and-insights/) › “新常态”对商标所有人意味着什么？ # “新常态”对商标所有人意味着什么？ Karien Postma、Carl van Rooyen、Spoor & Fisher - 7 7 月 2020 “新常态”一词已被用于 *一个* *过多的* *程度* 在 Covid-19 大流行以及由此导致的国家和经济关闭的背景下。问题是这个过度使用的术语是否与品牌所有者相关？尤其是在他们的商标组合方面。 面对“新常态”，品牌拥有者将不得不考虑扩大一些现有商标的保护范围，以适应消费者行为的变化、新的业务领域或因大流行及其影响而出现的机会。结果。 毫无疑问，在封锁的几个月里，消费者形成了新的好恶，养成了新的习惯，并获得了技能和知识——大多数（如果不是全部）将在 Covid-19 之后继续。同样，企业家和企业主必须适应消费者的需求并确保其业务的继续。 ### 有很多例子： - 封城初期，部分限量商品的网购是唯一的购物方式，许多消费者第一次接触到了网购的便利。这些消费者可能会继续在线购物。 - 制造商/生产商开始在线销售他们的商品和/或产品——即使是那些以前的销售模式是第三方分销或零售的制造商。例如，许多餐厅创建了应用程序来促进在线订购由餐厅或第三方服务提供商提供的食物。这些业务变化可能会在 Covid-19 中幸存下来，因为消费者已经习惯了这些增值服务。 - 许多服务行业的人和实体被迫更多地关注在线效果图。没有比娱乐业更好的例子了，许多艺术家现在在线表演。还有许多新的在线培训和教育课程，在线拍卖现在相当普遍。 今天，实体店几乎没有任何产品不能在线购买并送到您家门口。同样，交付体验的便利可能会导致向消费者交付成为许多行业的常态。此外，这些商品是由服务提供商还是由企业本身交付对消费者来说几乎没有区别。因此，利润率压力可能会导致由企业而非第三方交付公司完成交付。世界各地的企业都意识到，与其他发展相一致，亲自会见客户/顾客以培训他们或向他们推销产品/服务已不再重要。毫无疑问，我们将看到更多的会议和培训通过 Skype、Microsoft Teams 和 Zoom 等平台进行。甚至会议、社交活动和晚宴也在网上举行。 许多本地和国际企业在涉足他们以前可能从未考虑过的领域时发现了他们的“新常态”。在当地，没有比南非啤酒厂和当地酿酒厂适应生产手部消毒剂的生产更好的例子了。还有南非大型家用电器制造商 Defy Appliances 正在开展一个项目，该项目将生产数万台供撒哈拉以南非洲地区使用的呼吸机。 在更远的地方，生产高端真空吸尘器的戴森也在生产呼吸机，而路易威登和博柏利等公司也在生产非手术口罩。送货服务也扩大了他们的服务范围。酒类配送应用 Bottles 和 Uber Eats 优食一样，开始配送许多其他产品。所有这些品牌所有者都需要考虑是否值得为防御目的扩大其商标保护。 企业主将不得不预测消费者行为的潜在变化，并且如果他们还没有的话，他们将被迫考虑调整或改变他们的业务产品。这些决定将对企业的商标产生影响，因为某些商标的保护范围，特别是主要贸易方式，可能需要扩大。 鼓励品牌所有者、商标组合经理和托管人通过“Covid-19 镜头”来审视他们的商业模式。鉴于消费者行为的变化和预期变化，是否应扩大对组合中商标的保护？ （在这种情况下，明智的做法是记住，一般来说，商标的保护仅限于注册商标的类别中包含的商品/服务。） ### 建议的考虑因素包括： - 零售商扩大其商标保护范围以包括送货服务； - 制造商和生产商扩大对商品的商标保护，包括批发和零售服务以及送货服务； - 服装制造商和时尚品牌将商标保护范围扩大到口罩和其他防护服； - 冒险进入呼吸机和类似设备制造的制造商，将其商标保护范围扩大到医疗设备；和 - 酒精和类似生产商涉足洗手液制造领域，以将其商标保护范围扩大到涵盖洗手液和类似产品的类别。 除了审查当前的商标组合之外，在开始使用商标之前，重要的是进行必要的商标搜索以确定该商标是否可供使用——特别是如果它将用于相关的随着“新常态”开始展开，对全新的产品或服务。 如果您有任何问题或疑问，请联系我们。在本次通信中对您的商标组合进行审查可以免费进行。