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根据《保护世界文化和自然遗产公约》的规定,为了保护、保存本国领土内的文化遗产,联合国教育、科学及文化组织要求各缔约国应采取积极有效的措施。以商标权保护文化遗产的方式是通过商标注册将文化遗产作为商品或服务进行保护。此种保护模式有利于实现文化遗产开发的经济效益,有利于保存、维护世界文化遗产的特质,有利于开发与保护世界文化遗产之间的良性循环。世界文化遗产的商标申请可以借鉴地理标志的申请制度以申请证明商标或集体商标。
According to the Convention for the Protection of the World Cultural and Natural Heritage, in order to protect and preserve the cultural heritage in its own territory, the United Nations Educational, Scientific and Cultural Organization requires all Contracting States to take positive and effective measures. The way to protect cultural heritage with trademark rights is to protect the cultural heritage as a commodity or service through trademark registration. Such protection model is conducive to the economic benefits of cultural heritage development, is conducive to the preservation and maintenance of the characteristics of the world cultural heritage, and is conducive to the development and protection of the world cultural heritage, a virtuous circle. Trademark applications for world cultural heritage can draw on the application system for geographical indications to apply for a certification mark or a collective mark.