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乔丹体育实体店
争议三:“乔丹”商标是否误导消费者?
庭审过程中,迈克尔·乔丹方面给出了多份调查数据,称其分别于2012、2015在上海、北京等城市进行了市场调查,结果显示,当询问“您认为迈克尔·乔丹与乔丹体育有关系吗?”,至少7成受访者误以为迈克尔·乔丹是代言人或者存在其他联系,“乔丹公司”注册争议商标引发了公众混淆误认。
而商评委则认为,同一主体在相同或者近似的商业标志上所累积的商誉,应当具有延续性。相较于“乔丹公司”对相关标志的注册以及持续使用,从双方使用的广泛性、持续性、唯一对应性等方面综合考虑,本案难以认定公众将“乔丹”或者其汉语拼音与迈克尔·乔丹的联系强于“乔丹公司”。
“乔丹公司”也强调,其所有宣传均称“乔丹体育民族品牌”,与迈克尔·乔丹及其代言公司相区别。其经营二十多年已拥有上亿用户,争议商标是对自身商誉的延续注册。
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