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7月 25, 2025

ESGの台頭とタイにおける立体商標保護への影響

現代のビジネス戦略が持続可能性が重視されるようになり、ESG原則の影響は商品デザイン、パッケージ、そしてブランド保護に新たな形を与えている。タイにおけるラベルレスボトルから立体商標の法的重要性まで、これらの動向は環境責任と知的財産の結びつきの深まりを浮き彫りにしている。

ESGの台頭

ESG原則は、世界中でビジネス戦略を策定する上で不可欠な要素となっている。企業はESGデータを開示することをますます要求され、これは投資家の意思決定、融資、そして消費者行動に影響を与えている。調査によると、消費者は持続可能なパッケージに対してより多くのお金を払う意思があり、ESGへの取り組みに力を入れている企業は高い成長率を達成する傾向がある。

プロダクト・ミニマイゼーションのトレンド

大きな変革を経験している分野の一つが消費財業界で、世界中のブランドがESG原則に沿ったパッケージを採用している。注目すべき取り組みの一つはパッケージの小型化で、pepsiが2022年に中国で初めてラベルレスPETボトルを導入したことがその好例である。同様にタイでは、SPRINCLEの飲料水「Redesign to Reduce」および同様のイニシアチブをはじめ、複数のボトル・ウォーターのブランドがラベルレス・デザインを採用している。

こうした変化はブランドイメージの向上だけでなく、消費者やビジネスパートナーからも温かく歓迎されている。例えば、キャセイパシフィック航空は、機内リサイクル活動の強化に向けた継続的な取り組みの一環として、一部のフライトと客室でラベルフリーのボトル・ウォーターを導入した。

立体商標でデザインから識別性へ

パッケージはブランド・アイデンティティの重要な要素へと進化し、機能性と識別性を融合させることで消費者の認知度とロイヤルティを高める。この変化は知的財産に大きな影響を及ぼしている。これらのデザインは、その高い商業的価値を考えると、もはやオプション的なものではなく、不可欠な要素である。意匠権や立体商標などを介して法的保護を確保することは、戦略的に不可欠な要素となっている。持続可能性とイノベーションが重視される時代において、識別可能なパッケージを保護することは、単なる予防措置ではなく、競争優位性を維持し、ブランドの永続的な成功を確保するための基本的なステップである。

タイでは、商標法により、幅、高さ、奥行きを含む物体の立体的な形状を表す立体商標を登録することができる。立体商標が登録されるためには、識別性、つまりある事業者の商品またはサービスを他の事業者の商品またはサービスと区別できる特徴を示すことが必要がある。ただし、その形状は、単に商品の本質的な形状を反映したもの、または技術的機能を実現するために不可欠なデザインであってはならない。

その構成に固有の識別力が欠けているとしても、継続的かつ広範囲な使用を通じて消費者の幅広い認知を得ている場合は、登録が認められる可能性がある。このような場合、企業は、そのデザインが商品の出所を強く識別する役割を果たしていることを証明する必要がある。このプロセスでは通常、マーケティング資料、広告記録、流通データなど、消費者の認知を効果的に裏付ける包括的な証拠を収集する必要がある。注目すべき例として、イタリアの高級ブランドであるBulgariは、独自の円形状物が勘合する香水瓶のデザインをタイで立体商標として登録することに成功した。

重要なポイント

企業がパッケージ戦略やブランディング戦略に持続可能性を組み込む傾向は、ますます強まっている。環境に配慮した取り組みの一環として、ミニマルでラベルレスなデザインが世界中で人気を集めている。個性的なパッケージデザインは、ブランド・アイデンティティを定義する上で重要な役割を果たし、商標法の下、法的に保護され得る。タイでは、立体商標として保護されるためには、デザインが識別性または消費者の認知度の高さを示す必要があり、多くの場合、マーケティング記録や流通データなどのたくさんの証拠によって裏付けらる。これらの法的要件を早期に理解することで、企業はブランド・アイデンティティを守るための積極的な対策を講じることができる。商品の出所を自然に伝えるデザインについては、ESG(環境(Environment)、社会(Social)、企業統治(Governance))が重視される今日の環境において、法的保護を求めることが最優先事項である。

 

備考:本和文は英文記事を翻訳したものです。原文については、以下のリンクをご参照ください。

The Rise of ESG and Its Implications for 3D Mark Protection in Thailand

 

 

 

 

 

 

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