品牌视角下的反假冒规则与反淡化规则之权衡

Blancing the Rule of Anti-conterfeiting and Anti-dilution Doctrine:From the Perspective of Brand Proteciton

现有的商标法和反不正当竞争法中对于品牌的保护始于反假冒规则,随之扩展到反淡化规则,均是针对不同时期企业品牌活动的需求得以形成。反假冒规则与反淡化规则在司法活动中的适用,需要考虑我国品牌发展的现状,方能从法律上对我国品牌战略提供更好的支持。鉴于我国市场尚不成熟、知名品牌不多的现状,品牌的法律保护应当以反假冒保护为主,严格限制反淡化保护的适用。

Developed countries have mature market and large quantities of well-known brands,the law of which provides perfect protection of brands.The legal protection of brand started from passing off in tort law,and then extends to the dilution doctrine,reflecting the corporate demand in branding practice during defferent period.In order to provide better support for the national strategy,this artical concludes that considerations of the reality of domestic brands in China has to be taken while balancing the adoption of anti-conterfeiting protection and anti-dilution protecion.In the end,because China does not have many reputable brands and the market remains immature,the authority should be in favor of the anti-conterfeiting protection while limiting the application of anti-dilution protection.