{"id":39336,"date":"2020-08-02T19:52:15","date_gmt":"2020-08-02T17:52:15","guid":{"rendered":"https:\/\/harlander-partner.eu\/pozicni-znamka\/"},"modified":"2025-11-24T20:01:16","modified_gmt":"2025-11-24T19:01:16","slug":"pozicni-znamka","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/cs\/ochranna-znamka\/pozicni-znamka\/","title":{"rendered":"Pozi\u010dn\u00ed zn\u00e1mka"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Pozi\u010dn\u00ed zn\u00e1mky<\/h2><ul><li><a href=\"#h-positionsmarken\" data-level=\"2\">Pozi\u010dn\u00ed zn\u00e1mky<\/a><\/li><li><a href=\"#h-darstellung-im-markenregister\" data-level=\"2\">Zobrazen\u00ed v rejst\u0159\u00edku ochrann\u00fdch zn\u00e1mek<\/a><\/li><li><a href=\"#h-positionierung-auf-unterschiedlichen-waren\" data-level=\"2\">Um\u00edst\u011bn\u00ed na r\u016fzn\u00e9m zbo\u017e\u00ed<\/a><\/li><li><a href=\"#h-unterscheidungskraft\" data-level=\"2\">Rozli\u0161ovac\u00ed zp\u016fsobilost<\/a><\/li><li><a href=\"#h-verhaltnis-zu-anderen-markenarten\" data-level=\"2\">Vztah k jin\u00fdm druh\u016fm ochrann\u00fdch zn\u00e1mek<\/a><\/li><li><a href=\"#h-beispiele-fur-positionsmarken\" data-level=\"2\">P\u0159\u00edklady pozi\u010dn\u00edch zn\u00e1mek<\/a><\/li><li><a href=\"#h-andere-markenarten\" data-level=\"2\">Jin\u00e9 druhy ochrann\u00fdch zn\u00e1mek<\/a><\/li><li><a href=\"#h-kosten-einer-positionsmarke\" data-level=\"2\">N\u00e1klady na pozi\u010dn\u00ed zn\u00e1mku<\/a><\/li><\/ul><\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-positionsmarken\">Pozi\u010dn\u00ed zn\u00e1mky<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Pozi\u010dn\u00ed zn\u00e1mka<\/strong> je <a href=\"https:\/\/harlander-partner.eu\/cs\/ochranna-znamka\/druhy-ochrannych-znamek\/\">druh ochrann\u00e9 zn\u00e1mky<\/a>, kter\u00fd si n\u00e1rokuje st\u00e1l\u00e9 um\u00edst\u011bn\u00ed na ozna\u010den\u00e9m zbo\u017e\u00ed. Registrace pozi\u010dn\u00ed zn\u00e1mky je v\u00fdrazn\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed ne\u017e registrace druh\u016f ochrann\u00fdch zn\u00e1mek. <\/p>\n\n<p class=\"wp-block-paragraph\">Pozi\u010dn\u00ed zn\u00e1mka se skl\u00e1d\u00e1 ze dvou slo\u017eek: <\/p>\n\n<ol class=\"wp-block-list\">\n<li>ozna\u010den\u00ed, jako je slovo, obr\u00e1zek nebo barva<\/li>\n\n\n\n<li>um\u00edst\u011bn\u00ed ozna\u010den\u00ed na st\u00e1le stejn\u00e9m m\u00edst\u011b, ve stejn\u00e9 form\u011b a velikosti, resp. v ka\u017ed\u00e9m p\u0159\u00edpad\u011b ve stejn\u00e9m pom\u011bru velikost\u00ed na zbo\u017e\u00ed (nebo na \u010d\u00e1sti zbo\u017e\u00ed) majitele ochrann\u00e9 zn\u00e1mky. Um\u00edst\u011bn\u00ed je tedy pevnou sou\u010d\u00e1st\u00ed pozi\u010dn\u00ed zn\u00e1mky.  <\/li>\n<\/ol>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-darstellung-im-markenregister\">Zobrazen\u00ed v rejst\u0159\u00edku ochrann\u00fdch zn\u00e1mek<\/h2>\n\n<p class=\"wp-block-paragraph\">Pozi\u010dn\u00ed zn\u00e1mka se obvykle zobrazuje pomoc\u00ed n\u00e1kresu, z n\u011bho\u017e jsou patrn\u00e9 v\u0161echny prvky. Samotn\u00e9 zbo\u017e\u00ed je v n\u00e1kresu velmi \u010dasto zn\u00e1zorn\u011bno \u010d\u00e1rkovan\u011b, aby se vizu\u00e1ln\u011b odd\u011blilo zbo\u017e\u00ed od um\u00edst\u011bn\u00e9 ochrann\u00e9 zn\u00e1mky. Krom\u011b toho je v mnoha p\u0159\u00edpadech nezbytn\u00fd textov\u00fd popis.  <\/p>\n\n<p class=\"wp-block-paragraph\">Zobrazen\u00ed a popis pozi\u010dn\u00ed zn\u00e1mky mus\u00ed obsahovat n\u00e1sleduj\u00edc\u00ed informace:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>tvar ochrann\u00e9 zn\u00e1mky<\/li>\n\n\n\n<li>m\u00edsto um\u00edst\u011bn\u00ed<\/li>\n\n\n\n<li>velikost, resp. pom\u011br velikost\u00ed ochrann\u00e9 zn\u00e1mky<\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\" id=\"h-positionierung-auf-unterschiedlichen-waren\">Um\u00edst\u011bn\u00ed na r\u016fzn\u00e9m zbo\u017e\u00ed<\/h2>\n\n<p class=\"wp-block-paragraph\">Pokud se pozi\u010dn\u00ed zn\u00e1mka pou\u017e\u00edv\u00e1 na r\u016fzn\u00e9m zbo\u017e\u00ed, je t\u0159eba to zohlednit p\u0159i tvorb\u011b n\u00e1kresu a popisu.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unterscheidungskraft\">Rozli\u0161ovac\u00ed zp\u016fsobilost<\/h2>\n\n<p class=\"wp-block-paragraph\">Stejn\u011b jako ka\u017ed\u00fd jin\u00fd <a href=\"https:\/\/harlander-partner.eu\/cs\/ochranna-znamka\/druhy-ochrannych-znamek\/\">druh ochrann\u00e9 zn\u00e1mky<\/a>, i pozi\u010dn\u00ed zn\u00e1mka mus\u00ed m\u00edt rozli\u0161ovac\u00ed zp\u016fsobilost. Pro posouzen\u00ed rozli\u0161ovac\u00ed zp\u016fsobilosti se u pozi\u010dn\u00edch zn\u00e1mek nepou\u017e\u00edvaj\u00ed jin\u00e1 krit\u00e9ria posuzov\u00e1n\u00ed ne\u017e u jin\u00fdch forem ochrann\u00fdch zn\u00e1mek. K registraci ochrann\u00e9 zn\u00e1mky posta\u010d\u00ed i ta nejslab\u0161\u00ed rozli\u0161ovac\u00ed zp\u016fsobilost.  <\/p>\n\n<p class=\"wp-block-paragraph\">I kdy\u017e se obrazov\u00e9 prvky pozi\u010dn\u00ed zn\u00e1mky posuzuj\u00ed izolovan\u011b a nemaj\u00ed rozli\u0161ovac\u00ed zp\u016fsobilost, m\u016f\u017ee rozli\u0161ovac\u00ed zp\u016fsobilost vzniknout um\u00edst\u011bn\u00edm na st\u00e1le stejn\u00e9m m\u00edst\u011b ve stejn\u00e9 form\u011b a velikosti zbo\u017e\u00ed. Um\u00edst\u011bn\u00ed je tedy t\u0159eba zahrnout do posouzen\u00ed rozli\u0161ovac\u00ed zp\u016fsobilosti ochrann\u00e9 zn\u00e1mky. <\/p>\n\n<p class=\"wp-block-paragraph\">P\u0159i posuzov\u00e1n\u00ed rozli\u0161ovac\u00ed zp\u016fsobilosti je rozhoduj\u00edc\u00ed, zda um\u00edst\u011bn\u00fd prvek vykazuje charakteristick\u00e9 znaky.<\/p>\n\n<p class=\"wp-block-paragraph\">To je p\u0159\u00edpad, kdy um\u00edst\u011bn\u00fd prvek z pohledu pr\u016fm\u011brn\u00e9ho spot\u0159ebitele osloven\u00e9ho p\u0159\u00edslu\u0161n\u00fdm zbo\u017e\u00edm nem\u00e1 pouze technicky funk\u010dn\u00ed funkci a p\u0159esahuje obvykl\u00e9 proveden\u00ed srovnateln\u00e9ho zbo\u017e\u00ed, jako nap\u0159. \u010derven\u00fd prvek v podpatc\u00edch p\u00e1nsk\u00e9 obuvi zna\u010dky \u201eLlyod\u201c.<\/p>\n\n<p class=\"wp-block-paragraph\">Charakteristick\u00fd znak nen\u00ed d\u00e1n, pokud osloven\u00fd pr\u016fm\u011brn\u00fd spot\u0159ebitel vn\u00edm\u00e1 um\u00edst\u011bn\u00fd prvek pouze jako \u010dist\u011b dekorativn\u00ed, jako nap\u0159. u \u010derven\u00e9ho \u0161vu kolem zadn\u00edch kapes d\u017e\u00edn\u016f.<\/p>\n\n<p class=\"wp-block-paragraph\">P\u0159i posuzov\u00e1n\u00ed rozli\u0161ovac\u00ed zp\u016fsobilosti pozi\u010dn\u00ed zn\u00e1mky vykazuje praxe r\u016fzn\u00fdch rejst\u0159\u00edk\u016f ochrann\u00fdch zn\u00e1mek v\u00fdrazn\u00e9 rozd\u00edly. \u00da\u0159ad Evropsk\u00e9 unie pro du\u0161evn\u00ed vlastnictv\u00ed zapisuje pozi\u010dn\u00ed zn\u00e1mky zpravidla pouze p\u0159i siln\u00e9m pou\u017e\u00edv\u00e1n\u00ed. Z\u00e1pisn\u00e1 praxe n\u00e1rodn\u00edch \u00fa\u0159ad\u016f pro ochrann\u00e9 zn\u00e1mky je naopak v\u00fdrazn\u011b liber\u00e1ln\u011bj\u0161\u00ed. To je t\u0159eba zohlednit p\u0159i volb\u011b spr\u00e1vn\u00e9 strategie.   <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-verhaltnis-zu-anderen-markenarten\">Vztah k jin\u00fdm druh\u016fm ochrann\u00fdch zn\u00e1mek<\/h2>\n\n<p class=\"wp-block-paragraph\">V z\u00e1sad\u011b je vztah mezi pozi\u010dn\u00edmi zn\u00e1mkami a jin\u00fdmi druhy ochrann\u00fdch zn\u00e1mek plynul\u00fd. Soudn\u00ed dv\u016fr EU rozhodl, \u017ee pozi\u010dn\u00ed zn\u00e1mka je (vzhledem k grafick\u00e9mu zn\u00e1zorn\u011bn\u00ed) v\u017edy i obrazovou ochrannou zn\u00e1mkou. Naopak obrazov\u00e1 ochrann\u00e1 zn\u00e1mka m\u016f\u017ee b\u00fdt i pozi\u010dn\u00ed zn\u00e1mkou. Pro v\u011bt\u0161inu ot\u00e1zek t\u00fdkaj\u00edc\u00edch se ochrann\u00fdch zn\u00e1mek nen\u00ed relevantn\u00ed zvolen\u00fd druh ochrann\u00e9 zn\u00e1mky, ale pouze vn\u00edm\u00e1n\u00ed ochrann\u00e9 zn\u00e1mky.   <\/p>\n\n<p class=\"wp-block-paragraph\">Nicm\u00e9n\u011b, pokud m\u00e1 ozna\u010den\u00ed, kter\u00e9 m\u00e1 b\u00fdt um\u00edst\u011bno, ji\u017e samo o sob\u011b rozli\u0161ovac\u00ed zp\u016fsobilost, doporu\u010duje se nejprve registrace jako \u010dist\u011b obrazov\u00e1 ochrann\u00e1 zn\u00e1mka. \u00dadaj o um\u00edst\u011bn\u00ed by v tomto p\u0159\u00edpad\u011b vedl ke zbyte\u010dn\u00e9mu omezen\u00ed rozsahu ochrany, a t\u00edm i budouc\u00edch mo\u017enost\u00ed pou\u017eit\u00ed. <\/p>\n\n<p class=\"wp-block-paragraph\">Pozi\u010dn\u00ed zn\u00e1mka jako jedin\u00e1 ochrann\u00e1 zn\u00e1mka m\u00e1 proto smysl p\u0159edev\u0161\u00edm tehdy, kdy\u017e rozli\u0161ovac\u00ed zp\u016fsobilost vznikne a\u017e um\u00edst\u011bn\u00edm. Naopak dodate\u010dn\u00fd znak st\u00e1le stejn\u00e9ho um\u00edst\u011bn\u00ed ji\u017e slab\u011b rozli\u0161ovac\u00ed ochrann\u00e9 zn\u00e1mce m\u016f\u017ee dodat dodate\u010dnou rozli\u0161ovac\u00ed zp\u016fsobilost. V tomto p\u0159\u00edpad\u011b by dodate\u010dn\u00e1 registrace jako pozi\u010dn\u00ed zn\u00e1mka v\u00fdrazn\u011b zlep\u0161ila prosaditelnost ochrann\u00e9 zn\u00e1mky.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-beispiele-fur-positionsmarken\">P\u0159\u00edklady pozi\u010dn\u00edch zn\u00e1mek<\/h2>\n\n<p class=\"wp-block-paragraph\">Zn\u00e1m\u00e9 p\u0159\u00edklady pozi\u010dn\u00edch zn\u00e1mek jsou <\/p>\n\n<ul class=\"wp-block-list\">\n<li>\u010derven\u00fd pruh na spodn\u00ed stran\u011b podpatku p\u00e1nsk\u00e9 obuvi \u201eLlyod\u201c<\/li>\n\n\n\n<li>ozna\u010den\u00ed se t\u0159emi pruhy od spole\u010dnosti Adidas<\/li>\n\n\n\n<li>\u010derven\u00e1 podr\u00e1\u017eka bot od Christiana Louboutina<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Ochrana jako pozi\u010dn\u00ed zn\u00e1mka neexistuje pro<\/p>\n\n<ul class=\"wp-block-list\">\n<li>knofl\u00edk v uchu ply\u0161ov\u00fdch zv\u00ed\u0159\u00e1tek \u201eSteiff\u201c<\/li>\n<\/ul>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-andere-markenarten\">Jin\u00e9 druhy ochrann\u00fdch zn\u00e1mek<\/h2>\n\n<p class=\"linkboxes wp-block-paragraph\"><a href=\"https:\/\/marketingrecht.eu\/wortmarke\/\">Slovn\u00ed ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/bildmarke\/\">Obrazov\u00e9 ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/wort-bild-marke\/\">Slovn\u011b-obrazov\u00e9 ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/farbmarke\/\">Barevn\u00e9 ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/3d-marken\/\">3D ochrann\u00e9 zn\u00e1mky \/ Ochrann\u00e9 zn\u00e1mky tvaru<\/a> <a href=\"https:\/\/marketingrecht.eu\/positionsmarke\/\">Pozi\u010dn\u00ed ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/mustermarke\/\">Ochrann\u00e9 zn\u00e1mky vzoru<\/a> <a href=\"https:\/\/marketingrecht.eu\/klangmarke-hoermarke\/\">Zvukov\u00e9 ochrann\u00e9 zn\u00e1mky \/ Sluchov\u00e9 ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/kennfadenmarke\/\">Ochrann\u00e9 zn\u00e1mky identifika\u010dn\u00ed nit\u011b<\/a> <a href=\"https:\/\/marketingrecht.eu\/hologrammmarke\/\">Hologramov\u00e9 ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/bewegungsmarke\/\">Ochrann\u00e9 zn\u00e1mky pohybu<\/a> <a href=\"https:\/\/marketingrecht.eu\/multimediamarken\/\">Multimedi\u00e1ln\u00ed ochrann\u00e9 zn\u00e1mky<\/a> <a href=\"https:\/\/marketingrecht.eu\/sonstige-marken\/\">Ostatn\u00ed ochrann\u00e9 zn\u00e1mky<\/a><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kosten-einer-positionsmarke\">N\u00e1klady na pozi\u010dn\u00ed zn\u00e1mku<\/h2>\n\n<p class=\"wp-block-paragraph\">Chcete p\u0159ihl\u00e1sit pozi\u010dn\u00ed zn\u00e1mku? Pak jste u n\u00e1s spr\u00e1vn\u011b! <\/p>\n\n<p class=\"wp-block-paragraph\">P\u0159ehled n\u00e1klad\u016f a poplatk\u016f naleznete v na\u0161ich <a href=\"https:\/\/harlander-partner.eu\/cs\/ochranna-znamka\/balicky-ochrany-znacky\/\">bal\u00ed\u010dc\u00edch ochrany ochrann\u00e9 zn\u00e1mky<\/a> s pevn\u00fdmi cenami.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Bezplatn\u00e1 \u00favodn\u00ed konzultace\"><span class=\"mr-cta-link-normal\">Vyberte si po\u017eadovan\u00fd term\u00edn:<\/span><span class=\"mr-cta-link-bold\">Bezplatn\u00e1 \u00favodn\u00ed konzultace<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"Pozi\u010dn\u00ed zn\u00e1mky Pozi\u010dn\u00ed zn\u00e1mka je druh ochrann\u00e9 zn\u00e1mky, kter\u00fd si n\u00e1rokuje st\u00e1l\u00e9 um\u00edst\u011bn\u00ed na ozna\u010den\u00e9m zbo\u017e\u00ed. Registrace pozi\u010dn\u00ed zn\u00e1mky je v\u00fdrazn\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed ne\u017e registrace druh\u016f ochrann\u00fdch zn\u00e1mek. Pozi\u010dn\u00ed zn\u00e1mka se &#8230;","protected":false},"author":1,"featured_media":0,"parent":40181,"menu_order":88,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[534],"tags":[],"class_list":["post-39336","page","type-page","status-publish","hentry","category-ochranna-znamka"],"acf":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"336x":false,"352x":false,"woocommerce_thumbnail":false,"woocommerce_single":false,"woocommerce_gallery_thumbnail":false,"yarpp-thumbnail":false},"uagb_author_info":{"display_name":"Peter Harlander","author_link":"https:\/\/harlander-partner.eu\/cs\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Pozi\u010dn\u00ed zn\u00e1mky Pozi\u010dn\u00ed zn\u00e1mka je druh ochrann\u00e9 zn\u00e1mky, kter\u00fd si n\u00e1rokuje st\u00e1l\u00e9 um\u00edst\u011bn\u00ed na ozna\u010den\u00e9m zbo\u017e\u00ed. Registrace pozi\u010dn\u00ed zn\u00e1mky je v\u00fdrazn\u011b n\u00e1ro\u010dn\u011bj\u0161\u00ed ne\u017e registrace druh\u016f ochrann\u00fdch zn\u00e1mek. 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