{"id":39402,"date":"2020-08-02T20:01:21","date_gmt":"2020-08-02T18:01:21","guid":{"rendered":"https:\/\/harlander-partner.eu\/word-mark\/"},"modified":"2025-11-24T20:01:01","modified_gmt":"2025-11-24T19:01:01","slug":"word-mark","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/en\/trademark-law\/word-mark\/","title":{"rendered":"Word Mark"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Word mark<\/h2><ul><li><a href=\"#h-wortmarke\" data-level=\"2\">Word mark<\/a><\/li><li><a href=\"#h-gross-und-kleinschreibung\" data-level=\"2\">Upper and lower case<\/a><\/li><li><a href=\"#h-unterscheidungskraft\" data-level=\"2\">Distinctiveness<\/a><ul><li><a href=\"#h-fantasiebegriffe\" data-level=\"3\">Fantasy terms<\/a><\/li><li><a href=\"#h-worter-des-allgemeinen-sprachgebrauchs\" data-level=\"3\">Words in common usage<\/a><\/li><li><a href=\"#h-fremdsprachige-begriffe\" data-level=\"3\">Foreign language terms<\/a><\/li><li><a href=\"#h-wortneuschopfungen\" data-level=\"3\">Neologisms<\/a><\/li><li><a href=\"#h-personennamen\" data-level=\"3\">Personal names<\/a><\/li><li><a href=\"#h-verkehrsgeltung\" data-level=\"3\">Recognition in the trade<\/a><\/li><\/ul><\/li><li><a href=\"#h-abgrenzung-zur-wort-bild-marke\" data-level=\"2\">Distinction from word-image mark<\/a><\/li><li><a href=\"#h-andere-markenarten\" data-level=\"2\">Other types of trademarks<\/a><\/li><li><a href=\"#h-kosten-einer-wortmarke\" data-level=\"2\">Costs of a word mark<\/a><\/li><\/ul><\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Free initial consultation\"><span class=\"mr-cta-link-normal\">Select your preferred appointment now:<\/span><span class=\"mr-cta-link-bold\">Free initial consultation<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-wortmarke\">Word Mark<\/h2>\n\n<p class=\"wp-block-paragraph\">A <strong>word mark<\/strong> consists exclusively of letters, numbers, and certain permissible punctuation and special characters. Both words in the classical sense and mere combinations of characters are eligible as a <strong>word mark<\/strong>. <\/p>\n    <div class=\"mr-quote mrbg clearfix\">\n        <a class=\"mr-quote-person\" href=\"\/ueber-uns\/rechtsanwalt-peter-harlander\/\" title=\"Rechtsanwalt Peter Harlander\">\n            <img decoding=\"async\" class=\"mr-quote-person-img\" src=\"https:\/\/harlander-partner.eu\/wp-content\/themes\/harlander\/design\/ph100.webp\" width=\"100\"\n                 height=\"100\" loading=\"lazy\" alt=\"Rechtsanwalt Peter Harlander\">\n            <span class=\"mr-quote-person-text\">\n            Peter Harlander<br>\n            <span class=\"mr-quote-person-function\">Harlander &amp; Partner Rechtsanw\u00e4lte<\/span>\n        <\/span>\n        <\/a>\n        <span class=\"mr-quote-content\">\u201eBer\u00fchmte Beispiele f\u00fcr Wortmarken sind \u201eRed Bull\u201c, \u201eCoca-Cola\u201c, \u201eApple\u201c oder \u201e4711\u201c.\u201c<\/span>\n    <\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Free initial consultation\"><span class=\"mr-cta-link-normal\">Select your preferred appointment now:<\/span><span class=\"mr-cta-link-bold\">Free initial consultation<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-gross-und-kleinschreibung\">Upper and Lower Case<\/h2>\n\n<p class=\"wp-block-paragraph\">In principle, the protection of a word mark extends to upper and lower case. Thus, \u201c<strong>APPLE<\/strong>\u201d, \u201c<strong>apple<\/strong>\u201d and \u201c<strong>aPPle<\/strong>\u201d would be identical word marks.<\/p>\n\n<p class=\"wp-block-paragraph\">However, if a specific upper or lower case spelling gives rise to a specific meaning of the word mark, different spellings are not regarded as identical. While \u201c<strong>BioID<\/strong>\u201d has a clear meaning, this is not the case with \u201c<strong>bioid<\/strong>\u201d. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unterscheidungskraft\">Distinctiveness<\/h2>\n\n<p class=\"wp-block-paragraph\">A word mark \u2013 like all types of trademarks \u2013 must have distinctive character for registration. The distinctive character is the specific suitability of a trademark to make the registered goods or services assignable to a specific company. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-fantasiebegriffe\">Fantasy Terms<\/h3>\n\n<p class=\"wp-block-paragraph\">Fantasy terms, such as Manner for chocolate slices, often have a particularly high distinctive character \u2013 accordingly, the scope of protection of such word marks is broad. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-worter-des-allgemeinen-sprachgebrauchs\">Words in Common Usage<\/h3>\n\n<p class=\"wp-block-paragraph\">Words from general usage are also permissible as word marks, subject to compliance with the criteria. <\/p>\n\n<p class=\"wp-block-paragraph\">The registration of the word \u201cApple\u201d as a type of apple would therefore not be permissible due to a lack of distinctive character. &#8220;Apple&#8221; is the same as &#8220;Apfel&#8221; and is therefore not suitable to assign a type of apple to a specific provider. The registration of the word \u201cApple\u201d for pears, on the other hand, would be misleading and therefore also not permissible.  <\/p>\n\n<p class=\"wp-block-paragraph\">The registration of the word \u201cApple\u201d as a word mark for computers, on the other hand, was permissible because the term \u201cApple\u201d was not previously mentally associated with computers. Therefore, the term &#8220;Apple&#8221; was suitable to assign computers to a specific provider. Ultimately, computers are something completely different from fruit, so there was no risk of deception.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-fremdsprachige-begriffe\">Foreign Language Terms<\/h3>\n\n<p class=\"wp-block-paragraph\">The same applies to foreign language terms. The Italian word for apple &#8220;Mela&#8221; can therefore also not be registered as a type of fruit. <\/p>\n\n<p class=\"wp-block-paragraph\">Before registering a trademark with word components, it is therefore necessary to check whether the words occur in a foreign language. Sensibly, however, this already happens during the creative process. Even large corporations repeatedly neglect this rule, for example, when the brand of the latest model of a car has an embarrassing meaning in a foreign language.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-wortneuschopfungen\">Neologisms<\/h3>\n\n<p class=\"wp-block-paragraph\">Neologisms that are composed of components of words in general usage are difficult.<\/p>\n\n<p class=\"wp-block-paragraph\">In the case of &#8220;BioID&#8221;, this led to the refusal of registration as a word mark because the term composed of &#8220;Bio&#8221; and &#8220;ID&#8221; was regarded as plainly descriptive and not distinctive.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-personennamen\">Personal Names<\/h3>\n\n<p class=\"wp-block-paragraph\">The registration of personal names as a word mark is permissible. There is therefore nothing standing in the way of registering the first name &#8220;Hugo&#8221; as a type of bread. <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-verkehrsgeltung\">Recognition in the Trade<\/h3>\n\n<p class=\"wp-block-paragraph\">In principle, the registration of non-distinctive terms as a word mark is not possible.<\/p>\n\n<p class=\"wp-block-paragraph\">The situation is different if there is acquired distinctiveness. If a large proportion of the relevant public associates a specific term with a manufacturer, then non-distinctive terms can also be registered as a word mark. A well-known Austrian example is the magazine &#8220;Gewinn&#8221;.  <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Free initial consultation\"><span class=\"mr-cta-link-normal\">Select your preferred appointment now:<\/span><span class=\"mr-cta-link-bold\">Free initial consultation<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-abgrenzung-zur-wort-bild-marke\">Distinction from Word-Image Mark<\/h2>\n\n<p class=\"wp-block-paragraph\">Colors, fonts, a special arrangement, and other graphic design elements are not permitted for pure word marks. If the trademark contains inadmissible special characters or design elements, it must be registered as a <a href=\"https:\/\/harlander-partner.eu\/en\/trademark-law\/word-image-mark\/\">word-image mark<\/a>. <\/p>\n\n<p class=\"wp-block-paragraph\">If the word part is not distinctive, but a distinctive logo exists, then registration as a word-image mark is conceivable as an alternative to the word mark. Although this does not lead to protection of the non-distinctive word part, it can still make sense in certain constellations. <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Free initial consultation\"><span class=\"mr-cta-link-normal\">Select your preferred appointment now:<\/span><span class=\"mr-cta-link-bold\">Free initial consultation<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-andere-markenarten\">Other Types of Trademarks<\/h2>\n\n<p class=\"linkboxes wp-block-paragraph\"><a href=\"https:\/\/marketingrecht.eu\/wortmarke\/\">Word marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/bildmarke\/\">Figurative marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/wort-bild-marke\/\">Word\/figurative marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/farbmarke\/\">Color marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/3d-marken\/\">3D marks \/ Shape marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/positionsmarke\/\">Position marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/mustermarke\/\">Pattern marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/klangmarke-hoermarke\/\">Sound marks \/ Aural marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/kennfadenmarke\/\">Identification thread marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/hologrammmarke\/\">Hologram marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/bewegungsmarke\/\">Motion marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/multimediamarken\/\">Multimedia marks<\/a> <a href=\"https:\/\/marketingrecht.eu\/sonstige-marken\/\">Other marks<\/a><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kosten-einer-wortmarke\">Costs of a Word Mark<\/h2>\n\n<p class=\"wp-block-paragraph\">You want to register a word mark? Then you have come to the right place! <\/p>\n\n<p class=\"wp-block-paragraph\">You can find an overview of the costs and fees in our <a href=\"https:\/\/harlander-partner.eu\/en\/trademark-law\/trademark-protection-packages\/\">trademark protection packages<\/a> with fixed prices.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Free initial consultation\"><span class=\"mr-cta-link-normal\">Select your preferred appointment now:<\/span><span class=\"mr-cta-link-bold\">Free initial consultation<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"Word Mark A word mark consists exclusively of letters, numbers, and certain permissible punctuation and special characters. Both words in the classical sense and mere combinations of characters are eligible &#8230;","protected":false},"author":1,"featured_media":0,"parent":40156,"menu_order":80,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[334],"tags":[],"class_list":["post-39402","page","type-page","status-publish","hentry","category-trademark-law"],"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\/en\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"Word Mark A word mark consists exclusively of letters, numbers, and certain permissible punctuation and special characters. Both words in the classical sense and mere combinations of characters are eligible ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/pages\/39402","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/comments?post=39402"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/pages\/39402\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/pages\/40156"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/media?parent=39402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/categories?post=39402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/en\/wp-json\/wp\/v2\/tags?post=39402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}