記憶中的味道－－氣味商標之研究

The Smell of Memory - A Research of Scent Marks

非傳統性商標只有表彰其代表之商品或服務時，並顯示其識別性或第二意義時，才能申請論冊保護，如何證明非傳統性商標非表示商品或服務之功用，一再考驗美國商標審理與上訴委員會（TTAB）的註冊要件與審查基準。台灣於二○一一年六月二十九日通過的商標法參酌「新加坡商標法條約」（the Singapore Treaty on the Law of Trademarks）及國際間已開放的各種非傳統商標作為註冊保護之態樣，但最終仍考量氣味商標不易辨識之獨特性，雖然未增為商標種類，卻已於二○一二年七月一日開放氣味商標申請註冊，引發本文研究動機－將探討氣味商標列入商標保護類型的可能性。本文首先說明國際趨勢及外國經驗；其次，探討美國法規現狀與實務，包括「消費者問卷調查」的效果與「混淆誤認之虞」之認定基準，是否可能解決氣味商標審查基準的疑義；再觀察台灣現行法規範與迄今台灣未將氣味商標納入立法的原因；最後，就台灣現狀做出建議為結論。

Nontraditional marks can be registered, enforced, and protected only if they distinguish the mark owner's goods and services from those of others. Proving non-functionality, distinctiveness, and confusing similarity for sensory marks also challenge the Trademark Trial and Appeal Board (TTAB).Taiwan had improved its Trademark Law by the Legislative Yuan in June 29, 2011.The purpose of The Trademark Law was followd the Singapore Treaty on the Law of Trademarks and international trend. Scent Marks has not been protected, but Taiwan Intellectual Property Office (IPO)would accept the registration of Scent Marks in July 1, 2012. This article will specifically address the impact of Scent Mark in modern Trademark Law. Part I will provide an overview of Taiwan Trademark Law；Part Ⅱ will introduce the United States Trademark laws and cases；Part Ⅲ will discuss international treaties and consumers survey'effect in confusion. Finally, the issue of this article tries to discuss the Law and ntends to suggest the other new statutes to comprise the Scent Mark protection in Taiwan.