商标延伸问题研究

On the Study of Trademark Extending

商标延伸问题是近年来我国司法实践中出现的新型问题,理论界对此关注较少。商标延伸问题源起于经营者在激烈市场竞争条件下延续现有品牌优势的现实考量。从本质上分析,商标延伸的初级本质是商誉的延伸、二级本质是价值的延伸、三级本质是劳动的延伸、终级本质是能量的延伸。商标延伸的类型主要可划分商标纵向延伸、商标横向延伸、商标断续延伸三类。商标延伸的误区在于不承认商标权利可以延伸、任何注册商标权利均可延伸两个方面。规范商标延伸问题既是物质生产方式的要求,也具有比较法上的基础。当前,我国处理商标延伸问题应当从商标法层面、行政法规层面、司法解释层面予以分别规范和完善。

The question of extending of trademark was put forward in the judicial practice in recent years. This thesis deeply and systemly analyzes and demonstrates the origin, essence, types, misunderstanding, resolution, and demonstrates the essence of extending of trademark is the extending of goodwill, the extending of value, the extending of labor, the extending of energy. Finally, this article raises the suggestion of dealing with the question of extending of trade mark in trademark law of our country.