商标转让的理论建构与制度设计

Theoretic Construction and System Design of Trademark Assignment

作为商标这一符号的所指,商誉乃是其不可分割的组成部分。传统商标转让规则,无论要求商标连同商誉转让抑或允许其单独转让,其表述本身就背离了符号学基本原理,在适用过程中最终都转换为,要求商标连同营业转让或允许其自由转让。不进行这样的转换,上述规则根本就无从适用,更遑论合理与否。历史地看,商标转让制度经历了从连同转让向自由转让的模式转变。在当代,包括我国在内的各主要国家和地区实际适用的都是自由转让模式,这也正是巴黎公约和TRIPs协定所持基本立场。在我国,出于保护消费者利益的考虑,立法者还为商标受让人设定了品质保证义务。表面看来,上述规定系商标品质保证功能的具体体现,实则违背商标制度的运行机理,理当删除。

As it signifies, goodwill is an inseparable part of a trademark. The traditional trademark assignment doctrine, no matter it requires a trademark be assigned with goodwill or allows it be assigned in gross, the formulation itself deviates the basic principle of semiotics, therefore the actual effect of the doctrine always transforms to require the business be assigned with or allows a trademark be assigned in gross. Without the above transformation, the doctrine can not be applied, let alone its reasonableness. Historically, the trademark assignment system has gradually evolved from the doctrine of assignment with business to assignment in gross. Currently, the doctrine actually adopted by most nations is assignment in gross, which is in accordance with the basic position of Paris Convention and TRIPs agreement. In the viewpoint of consumer protection, an assignee has to undertake legal obligation concerning quality guarantee according to Chinese trademark law,. The above stipulation, superficially, is the concrete incarnation of trademark＇s quality guarantee function, but actually goes against the mechanism of trademark institution, therefore should be deleted.