企业注册商标商誉的管理与保护——从“王老吉”和“加多宝”商标系列案谈起

Management and Protection of Enterprises Registered Trademark and Goodwill from "WLJ” and "JDB” Brand Series of Case

商标只是一种具有区别商品或服务来源功能的识别性标记。通过企业对商标(trademark)的实际使用,企业可以在特定商标与商品或服务之间建立一种联系,使商标具有超出标记本身的商誉(Good will of a trade or business)。透过"王老吉"和"加多宝"商标系列案,我们可以看出商标与商誉不仅可以分离存,甚至可以同时分属于不同的权利人。因此,不同于通过商标注册途径来保护商誉的研究,对商誉的后商标管理与保护也非常具有研究价值和实践意义。

Trademark is just one kind of identifying marks which can help the consumer to distinguish the source of goods or services. Through the enterprise＇s actual use of trademark,it can establish a certain relationship between the company and goods or services to make the trademark have additional reputation （Good will of a trade or business）. Through the ＂JDB＂ and ＂WLJ＂ brand series cases,we can see that trademark and goodwill not only can be separated,but also can belong to different ob- ligees. Therefore it is different from the way to protect the goodwill by trademark registration, the management and protection of goodwill also has a high research value and practical significance.