{"id":85318,"date":"2025-10-20T14:23:19","date_gmt":"2025-10-20T12:23:19","guid":{"rendered":"https:\/\/bartel.legal\/allgemein\/matscha-fuer-tee-warum-das-euipo-den-markenschutz-versagt-hat\/"},"modified":"2026-01-26T17:41:58","modified_gmt":"2026-01-26T16:41:58","slug":"matscha-fuer-tee-warum-das-euipo-den-markenschutz-versagt-hat","status":"publish","type":"post","link":"https:\/\/bartel.legal\/en\/rechtsbeitraege\/matscha-fuer-tee-warum-das-euipo-den-markenschutz-versagt-hat\/","title":{"rendered":"MATSCHA for tea: Why the EUIPO denied trademark protection"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":82690,"menu_order":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6],"tags":[288,293],"class_list":["post-85318","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":82689,"001_page_meta.featured_image_mobile.Id":82690,"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":"
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\n

Das f\u00fcr Unionsmarken zust\u00e4ndige EU-Markenamt EUIPO hat die Markenanmeldung \u201eMATSCHA\u201c f\u00fcr Tee und gastwirtschaftliche Dienstleistungen abgelehnt, weil das Zeichen vom ma\u00dfgeblichen Verbraucher als rein informativ wahrgenommen wird: Es beschreibt lediglich, dass es sich bei Tee um Matcha-Tee handelt und dass die Dienstleistungen auf Matcha-Tee spezialisiert sind.\u00a0<\/span><\/p>\n

Auch die Schreibweise \u201eMATSCHA\u201c (statt \u201eMatcha\u201c) und das Hinzuf\u00fcgen des \u00ae-Symbols oder grafischer Elemente wie fette Schrift \u00e4ndern daran nichts: Besonderheiten in der Schreibweise, die phonetisch nicht auffallen, sind generell bei der Beurteilung des beschreibenden Charakters unber\u00fccksichtigt zu lassen. Das Markensymbol \u201e\u00ae\u201c gibt lediglich an, dass der Anmelder Rechte an diesem Zeichen beansprucht oder dass es bereits als nationale Marke eingetragen ist. Es stellt in der Wahrnehmung der ma\u00dfgeblichen Verkehrskreise keinen eigenst\u00e4ndigen Bestandteil dar. Die graphischen Bestandteile der Marke sind unauff\u00e4llig und daher vernachl\u00e4ssigbar.<\/span><\/p>\n

Nach Auffassung des Amts fehlt dem Zeichen daher die erforderliche Unterscheidungskraft gem\u00e4\u00df Art. 7 Abs. 1 lit. b UMV, da es eine rein beschreibende Aussage \u00fcber die Art und Spezialit\u00e4t der Waren und Dienstleistungen trifft. Die Marke kann somit nicht eingetragen werden.<\/span><\/p>\n<\/div>","detail_cta_lead_in.Content":"","detail_cta.Attribute":"Kontakt","detail_cta.Value":"\/kontakt","detail_heading_opt1.Content":"Fazit:","detail_text_opt1.Content":"

\n

Rein beschreibende Begriffe lassen sich nicht als Marke sch\u00fctzen, allenfalls als Wort-\/Bildmarke mit auff\u00e4lligen und phantasievollen Bildbestandteilen (deren Schutzumfang dann jedoch prim\u00e4r auf die Gestaltung beschr\u00e4nkt ist). Unternehmen sollten daher vor der Markenanmeldung genau pr\u00fcfen, ob ihr Wunschzeichen wirklich unterscheidungskr\u00e4ftig und damit schutzf\u00e4hig ist.<\/span><\/p>\n<\/div>","detail_cta_lead_in_opt1.Content":"NO_SHOW","detail_cta_opt1.Attribute":"NO_SHOW","detail_cta_opt1.Value":"NO_SHOW","detail_heading_opt2.Content":"NO_SHOW","05c_content_detail_enabled.Value":"true","detail_cta_lead_in_opt2.Content":"NO_SHOW","detail_cta_opt2.Attribute":"NO_SHOW","detail_cta_opt2.Value":"NO_SHOW","detail_heading_opt3.Content":"NO_SHOW","detail_text_opt3.Content":"NO_SHOW","detail_cta_lead_in_opt3.Content":"NO_SHOW","05c_content_detail.image_product1.Id":null,"detail_cta_opt3.Attribute":"NO_SHOW","05c_content_detail.image_product2.Id":null,"detail_cta_opt3.Value":"NO_SHOW","05c_content_detail.image_product3.Id":null,"detail_heading_opt4.Content":"NO_SHOW","05c_content_detail.image_product4.Id":null,"detail_cta_opt6.Value":"NO_SHOW","detail_cta_lead_in_opt4.Content":"NO_SHOW","detail_cta_opt4.Attribute":"NO_SHOW","05c_content_detail.image_product6.Id":null,"05c_content_detail.image_product7.Id":null,"detail_cta_opt4.Value":"NO_SHOW","05c_content_detail.image_product8.Id":null,"05c_content_detail.image_product9.Id":null,"detail_heading_opt5.Content":"NO_SHOW","detail_text_opt5.Content":"NO_SHOW","detail_cta_lead_in_opt5.Content":"NO_SHOW","detail_cta_opt5.Attribute":"NO_SHOW","detail_cta_opt5.Value":"NO_SHOW","detail_heading_opt6.Content":"NO_SHOW","detail_text_opt6.Content":"NO_SHOW","competence_heading.Content":"","competence_text.Content":"","competence_cta_lead_in.Content":"","competence_cta.Attribute":"","competence_cta.Value":"","05d_content_competence_enabled.Value":"true","05d_content_competence.competence_image1.Id":null,"05d_content_competence.competence_image2.Id":null,"services_heading.Content":"","services_text.Content":"","services_cta_lead_in.Content":"","services_cta.Attribute":"","services_cta.Value":"","05e_content_services_enabled.Value":"true","answer10.Content":"","05f_questions_and_answers_enabled.Value":"false","answer2.Content":"","answer1.Content":"","answer9.Content":"","answer8.Content":"","answer7.Content":"","answer6.Content":"","answer5.Content":"","answer4.Content":"","answer3.Content":"","faq_heading.Content":"","question1.Content":"","question10.Content":"","question9.Content":"","question8.Content":"","question7.Content":"","question6.Content":"","question5.Content":"","question4.Content":"","question3.Content":"","question2.Content":"","seoarea1heading.Content":"","seoarea1text.Content":"","seoarea2heading.Content":"","seoarea2text.Content":"","seoarea3heading.Content":"","seoarea3text.Content":"","seoarea4heading.Content":"","seoarea4text.Content":"","05g_seoarea_enabled.Value":"true","06_gallery_related1.gallery_related.TypeEntityName":"rechtsgebiete","06_gallery_related1.gallery_related.SubHeading":"","06_gallery_related1.gallery_related.Heading":"Rechtsgebiet","06_gallery_related1.background_image.Id":367,"06_gallery_related1.gallery_related.ButtonCtaText":"Kontakt","06_gallery_related1.gallery_related.ButtonCtaUrl":"\/kanzlei\/kontakt","gallery_related1_filterable_tabs_enabled.Value":"false","06_gallery_related1_enabled.Value":"true","06_gallery_related2.gallery_related.TypeEntityName":"","06_gallery_related2.gallery_related.SubHeading":"","06_gallery_related2.gallery_related.Heading":"","06_gallery_related2.background_image.Id":367,"06_gallery_related2.gallery_related.ButtonCtaText":"","06_gallery_related2.gallery_related.ButtonCtaUrl":"","06_gallery_related2_enabled.Value":"false","06_gallery_related3.gallery_related.TypeEntityName":"","06_gallery_related3.gallery_related.SubHeading":"","06_gallery_related3.background_image.Id":367,"06_gallery_related3.gallery_related.ButtonCtaText":"","06_gallery_related3.gallery_related.ButtonCtaUrl":"","06_gallery_related3.gallery_related.Heading":"","06_gallery_related3_enabled.Value":"false","06_gallery_related4.gallery_related.EnityId":"","06_gallery_related4.gallery_related.SubHeading":"","06_gallery_related4.gallery_related.Heading":"","06_gallery_related4.background_image.Id":null,"06_gallery_related4.gallery_related.ButtonCtaText":"","06_gallery_related4.gallery_related.ButtonCtaUrl":"","06_gallery_related4_enabled.Value":"","06_gallery_related5.gallery_related.EnityId":"","06_gallery_related5.gallery_related.SubHeading":"","06_gallery_related5.gallery_related.Heading":"","06_gallery_related5.background_image.Id":null,"06_gallery_related5.gallery_related.ButtonCtaText":"","06_gallery_related5.gallery_related.ButtonCtaUrl":"","06_gallery_related5_enabled.Value":"","instagram_feed.Content":"","toc_heading.Content":"Inhalt","heading_call_to_action.Content":"

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