论商标功能的实现途径与反向假冒的危害

On the Way to Actualize Function of Trademark and Disservice Caused by Reverse Passing off

商标是商品的标记,集来源识别、质量保证、市场开拓、形象塑造、商誉积累诸功能于一体。商标赖商品而存在,商品假商标以流通,商标功能的价值化凸显使商标超越了纯粹的标记性符号而成为具有独立价值的财产形态。具有战略眼光的经营者不仅重视现实的经营利益,更关注潜在的竞争优势,因此驰名商标的培育便理所当然地成为其经营战略的重要内容。反向假冒行为蛮横地割断了商品与商标的联系,盗用了他人商品的信誉,阻碍了他人驰名商标战略的实施,损害了消费者的权益,背离了诚实信用的商业道德准则,理应被商标法禁止。

A trademark can be considered as a sign of goods, functions of which are comprised of distinguishing origin, ensuring quality, exploiting market, building image, accumulating goodwill and the like. A trademark can＇ t exist without goods and goods can be traded in a market only with trademarks. No longer pure symbols as a sign, a trademark becomes a kind of property with independent value. A smart proprietor attaches importance to not only realistic interest, but also potential competitive advantage. Hence, how to gain a well - known trademark turn into an indispensable part of operation tactics in the nature of things. Reverse passing off cut off the relation between goods and trademarks, wrongfully use the goodwill of others proprietors＇ goods, disturb others＇ well - known trademark tactics actualizing. The trademark law should forbid reverse passing off because it hurts consumers＇ rights and interests and breach commercial ethics rules.