商标混淆可能性标准的客观化路径及其反思

The Objectification Path of Criterions for Trademark Confusion Possibility and Its Reflections

混淆可能性标准具有主观性,需要通过客观化路径实现具体解释适用。但现有路径在商标权人话语体系下不能真实反映消费者实际消费情形,异化了商标功能、夸大了知名度的影响,简化混淆认定的过程,司法机关及商标行政管理机关也难以真正实现角色转换。因此,司法机关及商标行政管理机关在认定商标混淆时应当更加注重客观因素考量,强化当事人举证责任,充分利用大数据分析优势提升认定准确性。

Due to the subjectivity of the confusion possibility criterions,the objectification path is required to achieve specific interpretations and application.However,in the discourse system of the trademark oblige,the current path cannot truly reflect the real consumption situations of consumers,which alienates the function of trademark,exaggerates the influence of fame,and simplifies the judicial adjudication of confusion.As a result,it is difficult for judiciary and trademark administrative authority to switch roles.Therefore,when they certify the trademark confusion,judiciary and trademark administrative authority should pay more attention to objective factors,strengthen the burden of proof of parties and take advantage of big data analysis to promote the accuracy.