商标反向混淆的危害与对策

Hazards of Mark Reverse Confusion and the Countermeasures

反向混淆是一种相对于传统正向混淆而言的新型商标侵权形式,指在后商标使用者利用营销、宣传等手段,使商标具有较高的市场知名度,消费者误认为在先商标使用者的商品来源于在后商标使用者或两者之间存在联系。在后商标使用者使得在先商标使用者不能利用自己的商标进入新的市场,在先商标使用者的预期收益受到侵害,本质上失去了商标的市场控制权。我国应重新审视商标反向混淆的危害,构建一个较为系统的理论体系;在先商标使用者应动态跟踪自有商标的各类混淆情况,实施商标预警管理;在后商标使用者应严格按照《商标法》的规定合法使用商标,主动查询已注册商标目录,避免反向混淆带来的知识产权风险。

Reverse confusion is a new form of trademark infringement in terms of traditional forward confusion. The later trademark user makes the mark have a high market visibility, by means of marketing, publicity, etc. Thus, consumers mistakenly believe that the goods of the former trademark user come from the later trademark user, or there is a link between them. The former trademark user cannot use their trademark to enter new markets because of the later trademark user, so the earlier trademark user＇s expected benefits is Infringed, and his Actual control of trademarks is lost essentially. China should re-examine the hazards of reverse trademark confusion, and build a more systematic theoretical system. Earlier trade mark users should track the confusions of its trademark dynamically, and Implementation the trademark warning management. The later trademark user should be strictly in accordance with Provisions of ＂Trademark Law＂ to use the trademark legitimately, query the registered trade- mark actively, and avoid the intellectual property rights risk of reverse confusion.