广东省贸易摩擦应对综合服务平台
（海外知识产权）

First to File vs. First to Use Jurisdictions

先申请管辖区与先使用管辖区

Understanding whether a country follows a first-to-file or first-to-use trademark system is essential in formulating an effective international trademark strategy. In first to use countries trademark rights go to the first person or business that uses the mark, regardless of whether they formally register it. Conversely, in first to file countries, the trademark rights go to the first to file for the trademark with the relevant IP office even if another person or entity used the mark prior to the filing.

要制定有效的国际商标战略，就必须了解一个国家采用的是先申请还是先使用的商标制度。在使用在先的国家，商标权属于第一个使用商标的个人或企业，无论他们是否正式注册。相反，在申请在先的国家，商标权属于最先向相关知识产权局申请商标的人，即使在申请之前有其他人或实体使用了该商标。

There are approximately 55 first-to-file jurisdictions and 30 first-to-use jurisdictions. First to use countries include Australia, Canada, India, Ireland, Puerto Rico, Singapore, and United States. First to file countries include Austria, Brazil, China, European Union, Mexico, Russia, United Kingdom.

大约有 55 个先申请的管辖区和 30 个先使用的管辖区。首先使用的国家包括澳大利亚、加拿大、印度、爱尔兰、波多黎各、新加坡和美国。首先申请的国家包括奥地利、巴西、中国、欧盟、墨西哥、俄罗斯和英国。

While each country falls under one of these two types, each country has its own rules and exceptions, so it isn’t always cut and dry that the first person to file or use owns all rights. Trying to navigate these waters will inevitably get expensive and leave room for loss of rights, making early applications no matter the type of jurisdiction a more effective and economical strategy.

虽然每个国家都属于这两种类型中的一种，但每个国家都有自己的规则和例外情况，因此并不总是一刀切地规定最先申请或使用的人拥有所有权利。企业若试图在复杂的法律差异中见招拆招，不仅成本高昂，更可能因权利漏洞反受其害。因此，无论目标市场属'先申请'或'先使用'法域，尽早提交商标申请均是更高效、更经济的策略。

Other Considerations for International Trademark Strategy

国际商标战略的其他考虑因素

Even if a trademark is not protectable in a company’s home country, foreign protection may still be possible. The UGG case is a prime example; while “UGG” is a generic term in Australia, it is not considered to be one elsewhere and Deckers was able to successfully protect the term globally. Brand owners should consider filing for trademarks in all countries where they operate or plan to expand, even if they do not own a trademark registration in their home country. Failure to do so can lead to competitors exploiting their brand’s goodwill abroad.

即使商标在公司所在国无法得到保护，仍有可能在国外得到保护。UGG 案就是一个很好的例子；虽然 “UGG ”在澳大利亚是一个通用术语，但在其他地方却不被认为是通用术语，因此德克斯公司成功地在全球保护了该术语。品牌所有者应考虑在其经营或计划扩张的所有国家申请商标，即使他们在本国没有商标注册。否则会导致竞争对手在国外利用其品牌的商誉。

Conversely, a trademark that is protectable in a company’s home country may not be registrable elsewhere. This can be due to the term being generic in a foreign jurisdiction, similar to a mark already used in that jurisdiction, or against the restrictions for trademarks in that jurisdiction. For example, religious names and symbols cannot be used in trademark registrations in Indonesia. As a result, companies need to do their due diligence prior to expanding to foreign markets and engage in a rebrand if needed to avoid legal issues. Ugg Since 1974 encountered issues with Deckers only after expanding into the U.S. market, emphasizing the importance of thorough research before entering a new territory.

相反，在公司母国可受保护的商标在其他地方可能无法注册。这可能是由于该术语在外国司法管辖区属于通用术语，与该司法管辖区已使用的商标相似，或者违反了该司法管辖区对商标的限制。例如，宗教名称和符号不能用于印度尼西亚的商标注册。因此，公司在拓展外国市场之前需要进行尽职调查，并在必要时进行品牌重塑，以避免法律问题。'UGG Since 1974' 在进军美国市场后与德克斯产生纠纷，这一案例凸显企业拓展新市场前开展商标可注册性尽调的必要性。

While enforcing trademark rights internationally is crucial, companies should also consider potential consumer backlash, and whether litigation should be the first enforcement option pursued. Deckers’ aggressive litigation against smaller Australian manufacturers led to negative consumer sentiment. Through the suit, consumers also became aware that Ugg boots produced by Deckers are not manufactured in Australia, as consumers had believed. This has led to a consumer movement to no longer support the Deckers-owned Ugg brand, which Ugg Since 1974 has capitalized on by emphasizing in its marketing that its boots are Australian made.

在国际上维护商标权固然重要，但企业也应考虑到潜在的消费者反弹，以及是否应首先选择诉讼。Deckers 公司对澳大利亚较小生产商的积极诉讼导致了消费者的负面情绪。通过诉讼，消费者还了解到戴克公司生产的 Ugg 靴子并非如消费者所认为的那样是在澳大利亚生产的。这引发了一场消费者运动，要求不再支持戴克斯旗下的 Ugg 品牌，而 Ugg 自 1974 年起就利用这一点，在营销中强调其靴子是澳大利亚制造的。

Be Strategic, Save Your Brand

讲究策略，拯救品牌

The UGG trademark battle is a valuable reminder of the importance of early and proactive international trademark registration. Companies must be diligent in securing trademarks abroad, especially in first-to-file jurisdictions, to avoid costly legal battles and the need to rebrand. While financial constraints may limit immediate global registration, prioritizing international trademark applications as they grow is a worthwhile investment. By taking a strategic approach to international trademark protection, companies can safeguard their brand identity and market presence worldwide.

UGG 商标战是一个宝贵的提示，提醒人们及早、积极地进行国际商标注册的重要性。公司必须努力争取在国外注册商标，尤其是在先申请的司法管辖区，以避免代价高昂的法律诉讼和品牌重塑。虽然资金限制可能会限制立即进行全球注册，但随着国际商标申请的增长，优先考虑国际商标申请是一项值得的投资。通过采取战略性的国际商标保护措施，公司可以保护其品牌形象和在全球的市场占有率。