{"id":40987,"date":"2020-08-02T19:52:15","date_gmt":"2020-08-02T17:52:15","guid":{"rendered":"https:\/\/harlander-partner.eu\/marca-de-pozitie\/"},"modified":"2025-11-25T09:57:09","modified_gmt":"2025-11-25T08:57:09","slug":"marca-de-pozitie","status":"publish","type":"page","link":"https:\/\/harlander-partner.eu\/ro\/dreptul-marcilor\/marca-de-pozitie\/","title":{"rendered":"Marc\u0103 de pozi\u021bie"},"content":{"rendered":"\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>M\u0103rci de pozi\u021bie<\/h2><ul><li><a href=\"#h-positionsmarken\" data-level=\"2\">M\u0103rci de pozi\u021bie<\/a><\/li><li><a href=\"#h-darstellung-im-markenregister\" data-level=\"2\">Reprezentare \u00een registrul m\u0103rcilor<\/a><\/li><li><a href=\"#h-positionierung-auf-unterschiedlichen-waren\" data-level=\"2\">Pozi\u021bionare pe diferite produse<\/a><\/li><li><a href=\"#h-unterscheidungskraft\" data-level=\"2\">Caracter distinctiv<\/a><\/li><li><a href=\"#h-verhaltnis-zu-anderen-markenarten\" data-level=\"2\">Rela\u021bia cu alte tipuri de m\u0103rci<\/a><\/li><li><a href=\"#h-beispiele-fur-positionsmarken\" data-level=\"2\">Exemple de m\u0103rci de pozi\u021bie<\/a><\/li><li><a href=\"#h-andere-markenarten\" data-level=\"2\">Alte tipuri de m\u0103rci<\/a><\/li><li><a href=\"#h-kosten-einer-positionsmarke\" data-level=\"2\">Costul unei m\u0103rci de pozi\u021bie<\/a><\/li><\/ul><\/div>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Consulta\u021bie ini\u021bial\u0103 gratuit\u0103\"><span class=\"mr-cta-link-normal\">Alege\u021bi acum data dorit\u0103:<\/span><span class=\"mr-cta-link-bold\">Consulta\u021bie ini\u021bial\u0103 gratuit\u0103<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-positionsmarken\">M\u0103rci de pozi\u021bie<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Marca de pozi\u021bie<\/strong> este un <a href=\"https:\/\/harlander-partner.eu\/ro\/dreptul-marcilor\/tipuri-de-marci\/\">tip de marc\u0103<\/a> care revendic\u0103 o pozi\u021bionare constant\u0103 pe produsele marcate. \u00cenregistrarea unei m\u0103rci de pozi\u021bie este mult mai complex\u0103 dec\u00e2t \u00eenregistrarea unui tip de marc\u0103. <\/p>\n\n<p class=\"wp-block-paragraph\">Marca de pozi\u021bie este format\u0103 din dou\u0103 componente: <\/p>\n\n<ol class=\"wp-block-list\">\n<li>un semn distinctiv, cum ar fi un cuv\u00e2nt, o imagine sau o culoare<\/li>\n\n\n\n<li>pozi\u021bionarea semnului distinctiv \u00eentotdeauna \u00een acela\u0219i loc, \u00een aceea\u0219i form\u0103 \u0219i dimensiune sau, \u00een orice caz, rela\u021bia de dimensiune pe produsele (sau pe o parte a produsului) proprietarului m\u0103rcii. Pozi\u021bionarea este, prin urmare, o parte fix\u0103 a m\u0103rcii de pozi\u021bie.  <\/li>\n<\/ol>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Consulta\u021bie ini\u021bial\u0103 gratuit\u0103\"><span class=\"mr-cta-link-normal\">Alege\u021bi acum data dorit\u0103:<\/span><span class=\"mr-cta-link-bold\">Consulta\u021bie ini\u021bial\u0103 gratuit\u0103<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-darstellung-im-markenregister\">Reprezentare \u00een registrul m\u0103rcilor<\/h2>\n\n<p class=\"wp-block-paragraph\">Reprezentarea m\u0103rcii de pozi\u021bie se face, de regul\u0103, printr-o schi\u021b\u0103 din care sunt vizibile toate elementele. Produsul \u00een sine este adesea reprezentat punctat \u00een schi\u021b\u0103, pentru a separa vizual produsul \u0219i marca pozi\u021bionat\u0103. \u00cen plus, \u00een multe cazuri, este obligatorie o descriere text.  <\/p>\n\n<p class=\"wp-block-paragraph\">Reprezentarea \u0219i descrierea m\u0103rcii de pozi\u021bie trebuie s\u0103 con\u021bin\u0103 urm\u0103toarele informa\u021bii:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>forma m\u0103rcii<\/li>\n\n\n\n<li>locul pozi\u021bion\u0103rii<\/li>\n\n\n\n<li>dimensiunea sau rela\u021bia de dimensiune a m\u0103rcii<\/li>\n<\/ol>\n\n<h2 class=\"wp-block-heading\" id=\"h-positionierung-auf-unterschiedlichen-waren\">Pozi\u021bionarea pe diferite produse<\/h2>\n\n<p class=\"wp-block-paragraph\">Dac\u0103 marca de pozi\u021bie este utilizat\u0103 pe diferite produse, acest lucru trebuie luat \u00een considerare la proiectarea schi\u021bei \u0219i a descrierii.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-unterscheidungskraft\">Caracter distinctiv<\/h2>\n\n<p class=\"wp-block-paragraph\">Ca orice alt <a href=\"https:\/\/harlander-partner.eu\/ro\/dreptul-marcilor\/tipuri-de-marci\/\">tip de marc\u0103<\/a>, marca de pozi\u021bie trebuie s\u0103 aib\u0103 un caracter distinctiv. Pentru evaluarea caracterului distinctiv, \u00een cazul m\u0103rcilor de pozi\u021bie, nu trebuie utilizate alte criterii de evaluare dec\u00e2t \u00een cazul altor forme de m\u0103rci. Orice caracter distinctiv, oric\u00e2t de slab, este suficient pentru \u00eenregistrarea unei m\u0103rci.  <\/p>\n\n<p class=\"wp-block-paragraph\">Chiar dac\u0103 elementele de imagine ale m\u0103rcii de pozi\u021bie nu sunt distinctive dac\u0103 sunt privite izolat, caracterul distinctiv poate rezulta din pozi\u021bionarea \u00eentr-un loc \u00eentotdeauna acela\u0219i, \u00een aceea\u0219i form\u0103 \u0219i dimensiune a unui produs. Pozi\u021bionarea trebuie, a\u0219adar, inclus\u0103 \u00een evaluarea caracterului distinctiv al m\u0103rcii. <\/p>\n\n<p class=\"wp-block-paragraph\">La evaluarea caracterului distinctiv, este esen\u021bial dac\u0103 elementul pozi\u021bionat prezint\u0103 caracteristici distinctive.<\/p>\n\n<p class=\"wp-block-paragraph\">Acesta este cazul dac\u0103 elementul pozi\u021bionat, din punctul de vedere al consumatorului mediu c\u0103ruia i se adreseaz\u0103 produsele respective, nu are doar o func\u021bie tehnic func\u021bional\u0103 \u0219i dep\u0103\u0219e\u0219te designul obi\u0219nuit al produselor comparabile, cum ar fi elementul ro\u0219u din tocurile m\u0103rcii de pantofi pentru b\u0103rba\u021bi &#8222;Llyod&#8221;.<\/p>\n\n<p class=\"wp-block-paragraph\">Nu exist\u0103 nicio caracteristic\u0103 distinctiv\u0103 dac\u0103 consumatorul mediu c\u0103ruia i se adreseaz\u0103 percepe elementul pozi\u021bionat doar ca pe un simplu decor, cum ar fi, de exemplu, o cus\u0103tur\u0103 ro\u0219ie \u00een jurul buzunarelor de la spate ale unei perechi de blugi.<\/p>\n\n<p class=\"wp-block-paragraph\">\u00cen evaluarea caracterului distinctiv al unei m\u0103rci de pozi\u021bie, practica diferitelor registre de m\u0103rci prezint\u0103 diferen\u021be semnificative. Oficiul pentru M\u0103rci al Uniunii Europene \u00eenregistreaz\u0103, de regul\u0103, m\u0103rci de pozi\u021bie doar \u00een cazul unei utiliz\u0103ri intense. Practica de \u00eenregistrare a oficiilor na\u021bionale de m\u0103rci este, \u00een schimb, mult mai liberal\u0103. Acest lucru trebuie luat \u00een considerare la alegerea strategiei corecte.   <\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Consulta\u021bie ini\u021bial\u0103 gratuit\u0103\"><span class=\"mr-cta-link-normal\">Alege\u021bi acum data dorit\u0103:<\/span><span class=\"mr-cta-link-bold\">Consulta\u021bie ini\u021bial\u0103 gratuit\u0103<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-verhaltnis-zu-anderen-markenarten\">Rela\u021bia cu alte tipuri de m\u0103rci<\/h2>\n\n<p class=\"wp-block-paragraph\">\u00cen principiu, rela\u021bia dintre m\u0103rcile de pozi\u021bie \u0219i alte tipuri de m\u0103rci este fluid\u0103. Astfel, Curtea de Justi\u021bie a UE a decis c\u0103 o marc\u0103 de pozi\u021bie (datorit\u0103 reprezent\u0103rii grafice) este \u00eentotdeauna \u0219i o marc\u0103 figurativ\u0103. Invers, o marc\u0103 figurativ\u0103 ar putea fi \u0219i o marc\u0103 de pozi\u021bie. Pentru majoritatea problemelor legate de dreptul m\u0103rcilor, nu este relevant tipul de marc\u0103 ales, ci doar percep\u021bia m\u0103rcii.   <\/p>\n\n<p class=\"wp-block-paragraph\">Cu toate acestea, dac\u0103 semnul distinctiv care urmeaz\u0103 s\u0103 fie pozi\u021bionat are deja un caracter distinctiv de sine st\u0103t\u0103tor, se recomand\u0103 mai \u00eent\u00e2i o \u00eenregistrare ca marc\u0103 figurativ\u0103 pur\u0103. \u00cen acest caz, indica\u021bia de pozi\u021bie ar duce la o restric\u021bie inutil\u0103 a domeniului de protec\u021bie \u0219i, prin urmare, \u0219i a posibilit\u0103\u021bilor de utilizare viitoare. <\/p>\n\n<p class=\"wp-block-paragraph\">O marc\u0103 de pozi\u021bie ca singur\u0103 marc\u0103 este, prin urmare, util\u0103 mai ales dac\u0103 caracterul distinctiv apare doar prin pozi\u021bionare. Invers, caracteristica suplimentar\u0103 a pozi\u021bion\u0103rii \u00eentotdeauna identice poate conferi un caracter distinctiv suplimentar unei m\u0103rci deja slab distinctive. \u00cen acest caz, \u00eenregistrarea suplimentar\u0103 ca marc\u0103 de pozi\u021bie ar \u00eembun\u0103t\u0103\u021bi considerabil aplicabilitatea m\u0103rcii.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-beispiele-fur-positionsmarken\">Exemple de m\u0103rci de pozi\u021bie<\/h2>\n\n<p class=\"wp-block-paragraph\">Exemple cunoscute de m\u0103rci de pozi\u021bie sunt <\/p>\n\n<ul class=\"wp-block-list\">\n<li>banda ro\u0219ie de pe partea inferioar\u0103 a tocului pantofilor pentru b\u0103rba\u021bi &#8222;Llyod&#8221;<\/li>\n\n\n\n<li>semnul distinctiv cu trei dungi de la adidas<\/li>\n\n\n\n<li>talpa ro\u0219ie a pantofilor de la Christian Louboutin<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Nu exist\u0103 protec\u021bie ca marc\u0103 de pozi\u021bie pentru<\/p>\n\n<ul class=\"wp-block-list\">\n<li>nasturele din urechea animalelor de plu\u0219 &#8222;Steiff&#8221;<\/li>\n<\/ul>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Consulta\u021bie ini\u021bial\u0103 gratuit\u0103\"><span class=\"mr-cta-link-normal\">Alege\u021bi acum data dorit\u0103:<\/span><span class=\"mr-cta-link-bold\">Consulta\u021bie ini\u021bial\u0103 gratuit\u0103<\/span><\/a>\n\n<h2 class=\"wp-block-heading\" id=\"h-andere-markenarten\">Alte tipuri de m\u0103rci<\/h2>\n\n<p class=\"linkboxes wp-block-paragraph\"><a href=\"https:\/\/marketingrecht.eu\/wortmarke\/\">M\u0103rci verbale<\/a> <a href=\"https:\/\/marketingrecht.eu\/bildmarke\/\">M\u0103rci figurative<\/a> <a href=\"https:\/\/marketingrecht.eu\/wort-bild-marke\/\">M\u0103rci verbale-figurative<\/a> <a href=\"https:\/\/marketingrecht.eu\/farbmarke\/\">M\u0103rci de culoare<\/a> <a href=\"https:\/\/marketingrecht.eu\/3d-marken\/\">M\u0103rci 3D \/ M\u0103rci de form\u0103<\/a> <a href=\"https:\/\/marketingrecht.eu\/positionsmarke\/\">M\u0103rci de pozi\u021bie<\/a> <a href=\"https:\/\/marketingrecht.eu\/mustermarke\/\">M\u0103rci de model<\/a> <a href=\"https:\/\/marketingrecht.eu\/klangmarke-hoermarke\/\">M\u0103rci sonore \/ M\u0103rci auditive<\/a> <a href=\"https:\/\/marketingrecht.eu\/kennfadenmarke\/\">M\u0103rci de fir de identificare<\/a> <a href=\"https:\/\/marketingrecht.eu\/hologrammmarke\/\">M\u0103rci holografice<\/a> <a href=\"https:\/\/marketingrecht.eu\/bewegungsmarke\/\">M\u0103rci de mi\u0219care<\/a> <a href=\"https:\/\/marketingrecht.eu\/multimediamarken\/\">M\u0103rci multimedia<\/a> <a href=\"https:\/\/marketingrecht.eu\/sonstige-marken\/\">Alte m\u0103rci<\/a><\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-kosten-einer-positionsmarke\">Costul unei m\u0103rci de pozi\u021bie<\/h2>\n\n<p class=\"wp-block-paragraph\">Dori\u021bi s\u0103 \u00eenregistra\u021bi o marc\u0103 de pozi\u021bie? Atunci sunte\u021bi la locul potrivit! <\/p>\n\n<p class=\"wp-block-paragraph\">O prezentare general\u0103 a costurilor \u0219i taxelor poate fi g\u0103sit\u0103 \u00een <a href=\"https:\/\/harlander-partner.eu\/ro\/dreptul-marcilor\/pachete-de-protectie-a-marcii\/\">pachetele noastre de protec\u021bie a m\u0103rcii<\/a> cu pre\u021buri fixe.<\/p>\n<a class=\"mr-cta-link mr-cta-button-cal\" href=\"#h2-booking\" title=\"Consulta\u021bie ini\u021bial\u0103 gratuit\u0103\"><span class=\"mr-cta-link-normal\">Alege\u021bi acum data dorit\u0103:<\/span><span class=\"mr-cta-link-bold\">Consulta\u021bie ini\u021bial\u0103 gratuit\u0103<\/span><\/a>\n","protected":false},"excerpt":{"rendered":"M\u0103rci de pozi\u021bie Marca de pozi\u021bie este un tip de marc\u0103 care revendic\u0103 o pozi\u021bionare constant\u0103 pe produsele marcate. \u00cenregistrarea unei m\u0103rci de pozi\u021bie este mult mai complex\u0103 dec\u00e2t \u00eenregistrarea &#8230;","protected":false},"author":1,"featured_media":0,"parent":42434,"menu_order":88,"comment_status":"closed","ping_status":"open","template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[785],"tags":[],"class_list":["post-40987","page","type-page","status-publish","hentry","category-dreptul-marcilor"],"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\/ro\/author\/secondpromotion\/"},"uagb_comment_info":0,"uagb_excerpt":"M\u0103rci de pozi\u021bie Marca de pozi\u021bie este un tip de marc\u0103 care revendic\u0103 o pozi\u021bionare constant\u0103 pe produsele marcate. \u00cenregistrarea unei m\u0103rci de pozi\u021bie este mult mai complex\u0103 dec\u00e2t \u00eenregistrarea ...","_links":{"self":[{"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/pages\/40987","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/comments?post=40987"}],"version-history":[{"count":0,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/pages\/40987\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/pages\/42434"}],"wp:attachment":[{"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/media?parent=40987"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/categories?post=40987"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/harlander-partner.eu\/ro\/wp-json\/wp\/v2\/tags?post=40987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}