Research on the Recognition of "Acquired Distinctiveness" in Advertising Slogans as Trademarks

Zixin Liu

2025

Abstract

With the rapid development of internet information technology, advertising creativity has flourished, increasing the demand for trademark protection of original and distinctive slogans. This study addresses the challenges of recognizing "acquired distinctiveness" in trademark applications for text-based advertising slogans and explores how such slogans can fulfill the identification requirements of trademark law through actual use. By examining domestic and international legislative frameworks and judicial practices, the research evaluates the feasibility of registering slogans lacking inherent distinctiveness via the acquired distinctiveness pathway regulation. The findings reveal that legislative refinement of recognition standards and categorized processing is essential, while judicial practices should emphasize the reasonableness of the slogans' practical effects and creative value. Balancing public interest with healthy market competition is equally crucial. The study concludes optimizing legal frameworks and recognition criteria not only protects the intellectual efforts behind high-quality advertising slogans, but also promotes intellectual property rights and drives market development.

Paper Citation

in Harvard Style

Liu Z. (2025). Research on the Recognition of "Acquired Distinctiveness" in Advertising Slogans as Trademarks. In Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD; ISBN 978-989-758-779-5, SciTePress, pages 27-34. DOI: 10.5220/0013962300004912

in Bibtex Style

@conference{iesd25,
author={Zixin Liu},
title={Research on the Recognition of "Acquired Distinctiveness" in Advertising Slogans as Trademarks},
booktitle={Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD},
year={2025},
pages={27-34},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013962300004912},
isbn={978-989-758-779-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Innovative Education and Social Development - Volume 1: IESD
TI - Research on the Recognition of "Acquired Distinctiveness" in Advertising Slogans as Trademarks
SN - 978-989-758-779-5
AU - Liu Z.
PY - 2025
SP - 27
EP - 34
DO - 10.5220/0013962300004912
PB - SciTePress