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  辛音

  普通的服装鞋帽产品,却要仿冒某老字号品牌;做殡仪服务的公司,恶意抢注老字号关联商标……4月23日,《北京市西城区人民检察院知识产权检察白皮书(2021-2024)》发布,显示知识产权案件类型呈现高度集中态势,商标类案件占比超过50%,其中涉老字号保护案件尤为突出,包括商标被恶意抢注、品牌被攀附“搭便车”、传统技艺被仿冒等问题。最高检同日发布的典型案例中,也有一起假冒北京同仁堂商标制造安宫牛黄丸,并通过网络销售的案件。

  傍老字号是因为老字号自带光环,“啃老”背后是不劳而获的算计。北京老字号企业数量多、分布广、名气大。受利益驱动,侵权“李鬼”不在少数。除了西城检察院白皮书披露的案例外,近年来,还有不少市民耳熟能详的老字号被花式“啃老”。2021年2月19日,张某某等8人假冒全聚德烤鸭案引发关注,黑作坊里堆满了仿冒的全聚德外包装;北京自2022年下半年开展的一项整治侵害老字号权益行动中,共认定46家店铺傍蹭“西四包子铺”……

  一个品牌之所以能获评老字号,是因为其传承发展经历了数十年乃至上百年的积淀,其产品和服务随着时代的进步守正创新,其商业文化得到了一代又一代人的认同。尤其是京城老字号里,都有独特的京味儿。试想,当外地消费者买到假冒全聚德烤鸭,千里迢迢背回老家与亲友共享,却发现还不如当地街头烤得好吃,对老字号口碑是多大的打击;当消费者误以为网上买到的假冒产品出自北京同仁堂,对老字号的声誉是多严重的损伤。无论仿冒技艺、贴牌产品还是抢注商标,都稀释了老字号的品牌影响力和市场辨识度,既侵害消费者权益,也扰乱市场经营秩序。

  啃老字号者是营商环境的蛀虫,守护老字号必须向侵权行为亮剑。从查处46家变味的“西四包子铺”,到抓获制售假冒全聚德商品的犯罪团伙,再到去除殡仪服务公司门店招牌上的“中华老字号”字样等,无不彰显对蛀蚀老字号知识产权行为零容忍的态度。但侵犯老字号知识产权问题仍旧频发,尤其是直播带货、社交电商等新业态发展迅猛,使得侵权行为呈现出花样翻新、隐蔽性强、跨区域等特点,加大了监管难度。对此,监管部门应强化全链条保护,通过加强源头治理、严格筛查傍名牌行为、建立防范恶意抢注制度等措施,进一步为老字号筑牢法治屏障。老字号企业也要主动作为,加快品牌标识、核心技术与技艺的知识产权布局,以品牌升级反制各类侵权行为。

  老字号不是任人啃来啃去的唐僧肉,而是需要精心守护的匠心与文化。帮助老字号不被“啃老”,才能守住老字号安身立命的根本,让更多老字号在新时代焕发生机。(北京晚报) 青苹果乐园影院电视剧免费播放|揭秘隐藏在古宅中的神秘宝藏与冒险故事的相关文章 多家银行宣布下调存款利率的相关文章
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