商業包裝是產品定位與推廣的最重要工具之一。但很不幸地是，對於大多數的行銷人員來說，如何保護這些有價值的資產，卻是一件陌生的事。如何保護或是避免侵犯一項商業包裝是法律的問題，且受限於法院的見解。本研究提出了一份有系統的檢核表，以檢驗一項商業包裝是否能夠受到法律的保障。這對於行銷實務是非常重要的。

Trade dress is one of the most important tools for product positioning and promotion. Unfortunately, how to protect these worthy assets is very unfamiliar to the most people of marketing. To protect or avoid to infringe a trade dress is a lawful issue and subjected to the opinion of judgment from courts. This paper illustrates a systematic route to check if a trade dress stand in a goodwill. It's very useful to marketing practice.

商業包裝; 定位; 混淆可能性; 第二層意義

Trade dress; Positioning; Likelihood of confusion; Secondary meaning