{"id":591,"date":"2025-02-27T09:52:49","date_gmt":"2025-02-27T08:52:49","guid":{"rendered":"https:\/\/bartel.legal\/allgemein\/warum-beschreibende-und-werbeuebliche-begriffe-keine-markenrechte-erlangen-koennen\/"},"modified":"2026-01-26T17:38:22","modified_gmt":"2026-01-26T16:38:22","slug":"warum-beschreibende-und-werbeuebliche-begriffe-keine-markenrechte-erlangen-koennen","status":"publish","type":"post","link":"https:\/\/bartel.legal\/en\/rechtsbeitraege\/warum-beschreibende-und-werbeuebliche-begriffe-keine-markenrechte-erlangen-koennen\/","title":{"rendered":"Why descriptive and advertising terms cannot obtain trademark rights"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":518,"menu_order":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6],"tags":[288,293],"class_list":["post-591","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rechtsbeitraege","tag-markenrecht","tag-ursula-bartel"],"acf":{"header_address.Content":"","header_opening_hours.Content":"","header_phone_number.Content":"","0001_website_meta.site_logo.Id":369,"0001_website_meta.site_logo_inverted.Id":null,"type_entity.Value":"rechtsbeitraege","parent_entity.Value":"Markenrecht","001_page_meta.content_image_1.Id":null,"001_page_meta.content_image_2.Id":null,"001_page_meta.content_image_3.Id":null,"001_page_meta.featured_image.Id":519,"001_page_meta.featured_image_mobile.Id":518,"multi_language_maps_enabled.Value":"false","galleries_enabled.Value":"true","child_entity.Value":"","001_page_meta.page_image1.Id":11,"001_page_meta.page_image2.Id":11,"001_page_meta.page_image3.Id":11,"001_page_meta.page_image4.Id":11,"001_page_meta.page_image5.Id":11,"001_page_meta.page_image6.Id":11,"001_page_meta.page_image7.Id":11,"001_page_meta.page_image8.Id":11,"001_page_meta.page_image9.Id":11,"001_page_meta.page_image10.Id":11,"top_heading_hero.Content":"<div>Bartel Legal - Starke Marken ben\u00f6tigen einen zuverl\u00e4ssigen Schutz. Wir stehen Ihnen zur Seite<\/div>","main_heading_hero.Content":"Warum beschreibende und werbe\u00fcbliche Begriffe keine Markenrechte erlangen k\u00f6nnen","sub_heading_hero.Content":"Fachbeitrag im Markenrecht","main_heading_hero_cta.Attribute":"Kontakt","main_heading_hero_cta.Value":"\/kontakt","hero_gallery_enabled.Value":"false","hero_content_form.Value":"","hero_content_form_benefit3.Content":"","hero_content_form_benefit1.Content":"","hero_content_form_benefit2.Content":"","02_hero_content.hero_image1.Id":null,"02_hero_content.hero_image2.Id":null,"02_hero_content.hero_image3.Id":null,"02_hero_content.hero_image4.Id":null,"02_hero_content.hero_image5.Id":null,"02_hero_content.hero_image6.Id":null,"02_hero_content.hero_image7.Id":null,"02_hero_content.hero_image8.Id":null,"heading_hero_slider.Content":"","heading_hero_benefit1.Content":"","heading_hero_benefit2.Content":"","heading_hero_benefit3.Content":"","02_hero_content.image_hero_content1.Id":null,"02_hero_content.image_hero_content2.Id":null,"02_hero_content.image_hero_content3.Id":null,"heading_contact_form.Content":"","calendly_url.Attribute":"","calendly_url.Value":"","contact_maps_enabled.Value":"","contact_image_enabled.Value":"","calendly_enabled.Value":"false","e-mail.Attribute":"","e-mail.Value":"","telephone.Value":"","subheading_contact_form.Content":"","map.Value":"","opening_hours.Content":"","contact_address.Content":"","contact_form.Value":"","contact_area_contact_form_button_text.Content":"","contact_area_contact_form_mail_text.Content":"","contact_area_contact_form_message_text.Content":"","contact_area_contact_form_name_text.Content":"","contact_area_contact_form_phone_text.Content":"","online_form_name.Content":"","online_form_source.Value":"","testimonial2_text.Content":"","social_proof_disclaimer.Content":"","social_proof_enabled.Value":"true","google_places_review_url.Value":"","subheading_social_proof.Content":"","google_places_review_url2.Value":"","google_places_reviews_enabled.Value":"","google_places_reviews_enabled2.Value":"","google_places_enabled.Value":"","anwalt_de_enabled.Value":"","anwalt_de_widgetcode.Value":"","custom_reviews_enabled.Value":"","testimonial3_customer.Content":"","testimonial3_text.Content":"","testimonial2_customer.Content":"","testimonial1_text.Content":"","testimonial1_customer.Content":"","google_places_id.Value":"","google_places_id2.Value":"","heading_social_proof.Content":"","04_social_proof.social_proof_background_image.Id":null,"04_social_proof.google_places_review_image.Id":null,"04_social_proof.testimonial3_image.Id":null,"04_social_proof.testimonial2_image.Id":null,"04_social_proof.testimonial1_image.Id":null,"benefit_3_icon.Id":"","benefit_3_widgetcode.Content":"","benefit_2_widgetcode.Content":"","benefit_1_widgetcode.Content":"","benefit_1_heading.Content":"","benefit_1_icon.Id":"","benefit_2_icon.Id":"","benefit_2_heading.Content":"","benefit_2_text.Content":"","benefit_1_text.Content":"","benefit_3_heading.Content":"","benefit_3_text.Content":"","benefit_heading.Content":"","benefit_heading_enabled.value":"false","05a_benefit_area_enabled.Value":"true","05a_benefit_area.benefit_1_image.Id":null,"05a_benefit_area.benefit_2_image.Id":null,"05a_benefit_area.benefit_3_image.Id":null,"intro_heading.Content":"","intro_text.Content":"","intro_gallery_enabled.Value":"false","05a_content_intro_enabled.Value":"false","overview_heading.Content":"","overview_text.Content":"","overview_cta_lead_in.Content":"","overview_cta.Attribute":"","overview_cta.Value":"","05b_content_overview_enabled.Value":"true","detail_cta_opt6.Attribute":"NO_SHOW","detail_text_opt4.Content":"NO_SHOW","05c_content_detail.image_staff_1.Id":null,"05c_content_detail.image_staff_2.Id":null,"05c_content_detail.image_staff_3.Id":null,"05c_content_detail.image_staff_4.Id":null,"05c_content_detail.image_staff_5.Id":null,"05c_content_detail.image_staff_6.Id":null,"05c_content_detail.image_person_slider1.Id":null,"05c_content_detail.image_office.Id":null,"detail_cta_lead_in_opt6.Content":"NO_SHOW","05c_content_detail.image_person_slider4.Id":null,"05c_content_detail.image_person.Id":null,"05c_content_detail.image_person_slider2.Id":null,"05c_content_detail.image_person_slider3.Id":null,"05c_content_detail.image_product5.Id":null,"detail_text_opt2.Content":"NO_SHOW","detail_call_to_action_enabled.Value":"false","detail_slider_enabled.Value":"false","detail_heading.Content":"Warum beschreibende und werbe\u00fcbliche Begriffe keine Markenrechte erlangen k\u00f6nnen\n\n","detail_text.Content":"<div>\n<p data-start=\"86\" data-end=\"721\">Beschreibende Begriffe wie \u201efruchtig\u201c f\u00fcr Apfelmus sind grunds\u00e4tzlich nicht markenf\u00e4hig, da sie lediglich eine Eigenschaft des Produkts beschreiben. Es ist wichtig, dass jeder die M\u00f6glichkeit hat, seine Produkte angemessen zu beschreiben, ohne Gefahr zu laufen, rechtlich abgemahnt zu werden. Doch auch die Frage, ob eine Marke schutzf\u00e4hig ist oder nicht, l\u00e4sst sich ohne markenrechtliche Expertise nicht immer einfach beantworten. Die Marken\u00e4mter lehnen nicht nur eindeutig beschreibende Bezeichnungen ab, sondern auch Begriffe, die als \u201ewerbe\u00fcblich\u201c gelten \u2013 also g\u00e4ngige Marketingfloskeln oder allgemein verst\u00e4ndliche Kombinationen.<\/p>\n<p data-start=\"723\" data-end=\"1008\">Ein Beispiel hierf\u00fcr ist die Markenanmeldung \u201eAppotheke\u201c im Bereich Apothekendienstleistungen, die abgelehnt wurde. Der Begriff stellt lediglich eine werbe\u00fcbliche Kombination der W\u00f6rter \u201eApp\u201c und \u201eApotheke\u201c dar, was f\u00fcr die Marken\u00e4mter keinen ausreichenden Unterscheidungswert bietet.<\/p>\n<p data-start=\"1010\" data-end=\"1275\" data-is-last-node=\"\" data-is-only-node=\"\">F\u00fcr die Namensfindung ist es daher ratsam, auf beschreibende oder werbe\u00fcbliche Begriffe zu verzichten und stattdessen einen einzigartigen, originellen Namen zu w\u00e4hlen. Ein kreativer Name, der sich von anderen abhebt, hat wesentlich bessere Chancen auf 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