论显著性在商标侵权判定中的作用——基于消费者心理认知的考察

On the Role of Distinctiveness in Trademark Infringement Determination——The Study Which Based on the Consumer Psychological Cognition

显著性是商标标示与区分商品特定来源,向消费者传递信息,使消费者获取商标所代表的信息的能力。显著性与消费者心理认知存在密切联系,影响着消费者对商标的识别。显著性分为固有显著性和获得显著性,基于认知心理学的解释,真正对消费者识别商标起重要作用的是获得显著性。商标的获得显著性越强,消费者混淆发生的可能性越大。我国《商标法》需要将显著性规定为商标侵权判定的考量因素之一。同时,还有必要通过《商标法》条例或司法解释规定,法院在商标侵权判定中需要重点考察商标权人商标的获得显著性,而非固有显著性。

Distinctiveness is the ability that trademark signify and distinguish commodity specific sources, convey information to consumers, make consumers obtain information trademark represents. Dis- tinctiveness has a close relationship with consumer psychological cognition, affect the consumer recognition of trademark. Distinctiveness divided into inherent distinctiveness and acquired distinctiveness, based on the cognitive psychology, acquired distinctiveness really play an important role for consumers identify trade- marks. Trademark acquired distinctiveness gaining stronger, the greater the chance that consumer hap- pened confusion. Trademark law in our country needs to providing distinctiveness as one of the factors that to consider in the infringement judgment. At the same time, in the trademark law regulation or judicial in- terpretation providing that the court in trademark infringement judgment needs to focus on trademark rights of trademark acquired distinctiveness, rather than the inherent distinctiveness.