“老字号”商标许可法律制度探析——以红绿罐“王老吉”之争为契入点

Analysis on Legal System for "Time-honored Brand " Trademark License : Dispute over the Green and Red Canned Drink of "Wanglaoji"

"老字号"是中国传统的文化瑰宝,体现了鲜明的民族文化背景和深厚的文化底蕴。而以"老字号"冠名的商标亦炙手可热,但其特殊的历史背景,催生了"老字号"企业管理观念守旧、权利主体复杂、公权介入积极等独有之特性。且现有法律对商号采取弱保护而对商标权实施强保护的价值取向,致使"老字号"商标的现实运营,在商标权人与商号权人、商标权人与"老字号"传承人、商标许可人与被许可人间产生诸多纠纷。为谋求"老字号"相关主体的共赢与发展,可尝试进一步拓宽商标强制许可适用范围并实施特许加盟制度。

＂Time-honored brand＂,as Chinese traditional cultural treasure,embodies distinctive ethnic culture and profound heritage.It is also a buzz topic,but its special history background leads to following three characteristics： conservativeness in management,complicated subject of right and active intervention of public right.Adding that the value orientation of existing laws tends to offer trademark right stronger protection compared to trade name,there are a series of disputes not only between ＂time-honored brand＂ trademark right holder and trade name right holder,between trademark right holder and ＂time-honored brand＂ inheritor,but also between trademark licensor and licensee.In order to seek win-win situation and development for all sides related with the ＂time-honored brand＂,we should try to further expand the scope of trademark compulsory license,and implement franchising system.