自媒体账号作为商标的可行性

Feasibility of Using Self Media Accounts as Trademarks

摘要: 互联网科技与经济的发展催生了许多新型的行业，同时也增加了不少就业渠道和经济来源，例如自媒体账号的直播带货、广告宣传等商业化运作。其巨大的影响力促使我们认真思考自媒体账号的重要性及其应在法律层面受到的保护。基于此，本文中笔者从自媒体账号商标化的必要性着手结合商标发展与经济社会发展的关系，对自媒体账号作为商标的可行性进行分析。通过分析自媒体账号与自媒体账号名称、自媒体账号商标与传统商标、不同运营模式的自媒体账号的差异，再结合商标法对商标的判定要求，从而得出具备商标申请条件的自媒体账号的类型以及其应当具备的商业盈利性、显著性和促进经济发展的价值因素。最后分析具备商标申请条件的自媒体账号的归属应当遵循“在先申请原则”，并根据具体情况进行具体分析认定。最终力求自媒体账号得到商标层面的保护，发挥其创新生产力的正向作用。

Abstract: The development of Internet technology and economy has spawned many new industries, and has also increased many employment channels and economic sources, such as commercial operations such as live streaming of goods on our media accounts, advertising and publicity. Its enormous influence prompts us to seriously consider the importance of self media accounts and the legal protection they should receive. Based on this, in this article, the author starts from the necessity of branding self media accounts and combines the relationship between trademark development and economic and social development to analyze the feasibility of using self media accounts as trademarks. By analyzing the differences between self media accounts and self media account names, self media account trademarks and traditional trademarks, and self media accounts with different operating models, combined with the requirements of trademark law for trademark determination, the types of self media accounts that meet the conditions for trademark application, as well as the commercial profitability, significance, and value factors that promote economic development that they should possess, are determined. Finally, the attribution of self media accounts that meet the conditions for trademark application should follow the principle of “prior application” and be analyzed and determined based on specific circumstances. Ultimately, we strive to protect our self media accounts at the trademark level and unleash their positive impact on innovative productivity.