注册驰名商标反淡化保护之探讨

The Protection of Anti-dilution for Registered Well-known Trademarks:A Perspective of Improving Trademark Judicial Practice and Legislation

注册驰名商标反淡化保护是驰名商标保护立法、理论与实践中的重大课题。驰名商标淡化有多种表现形式,其根本特点是在不相同或不相类似的商品上擅自使用驰名商标所有人的驰名商标,从而降低驰名商标在消费者心目中的独特形象和吸引力。从商标混淆理论到联想理论的跨越,是反淡化保护的商标法理论基础。制止搭便车的集体行为出现则是从反不正当竞争法视角审视驰名商标反淡化保护的理由,而从经济学视野审视,则体现为确保外部性利益内在化和商标投资的回收。另外,还可以从商标战略的角度加以认识。驰名商标反淡化保护也存在适当的限制,包括在先使用限制、合理使用限制、保护范围限制、保护时间限制、地域限制等。

The protection of anti-dilution for registered well-known trademarks is a major issue in the legislation, theory and practice of well-known trademarks protection. There are many forms of dilution of well-known trademarks, and the fundamental characteristics thereof is the unauthorized use of well-known trademark of the right owner in the category of commodity that is not the same or similar, and thereby reducing the said trademark in the minds of consumers unique image and appeal. From trademark confusion theory to that of association is the theoretical basis of trademark law in the protection of anti-dilution. To stop free-riding of collective act is the justification for the protection of anti-dilution from the perspective of anti-unfair competition law; while from the viewpoint of economics, it lies in to ensure the internalization of externalities and the recovery for trademarks investment. In addition, it can also be understood from a strategic point of view. There also exists proper limitations as to the protection of anti-dilution for wellknown trademarks, including prior use restrictions, fair use restrictions, the scope of protection restrictions, time limits of protection and geographical restrictions as well.