Trademark

trademark

1.1 Concept of trademark

A trademark, trade mark, or trade-mark is a recognizable sign, design or expression which identifies products or services of a particular source from those of others.

The trademark owner can be an individual, business organization, or any legal entity.

Registered Trademark: 注册商标 or TM®. ®is used internationally, indicating that the trademark has been registered and in a certain period could only be used by the registrant.

1.2 origin of English trademarks

Three types of words: specialized words, normal words and fabricated words .

1. specialized words: including names of people and place or the simple transformation of them. 某些人名、地名（或者其简单的变形）等专有名词构成

To be specific

Some trademarks originate from the names of the founders or inventors of the company

Eg. Levi’s 李维斯

Estee Lauder 雅诗兰黛

Ford 福特（Henry Ford)

Rolls-Royce 劳斯莱斯（Charles Rolls, Henry Royce)

张小泉（剪刀）

陶华碧老干妈（辣酱）

Some trademarks originate from names of persons from myth, literature, films and history etc.

Eg. Nike 耐克（希腊神话中的胜利女神）

杜康 （传说中中国酿酒的鼻祖）

Some trademarks originate from the location of the company or famous scenic spots.

e.g. Avon雅芳（莎士比亚故乡所在地的河流名）

Olympus 奥林巴斯（希腊神话中诸神居住的山）

黄鹤楼

2. normal words: including noun, verb, adj, numeral, foreign words.

eg: Lucky, Apple, Camel, 555, 999, 7-up, Audi, Xerox

3. fabricated words: using the theory of word formation and linguistics, aesthetics and marketing to form new words, with acronym, collocation, affix etc as tools.

eg: Fanta—fantasy, Intel—international, Pepsi—pepsin,

BMW—Bayerishe Motoven Werke, GE—General Motors,

IBM—International Business Machines,

KFC—Kentucky Fried Chicken, U-right—you right

2. Linguistic Features of the content of trademark

2.1 Exclusive独占性

It is of great importance to companies. Without it, companies lose the base of survival...