从“非诚勿扰案”浅析商标反向混淆理论及其处理机制

Analysis of Trademark Reverse Confusion Theory and Its Processing Mechanism from "If You Are the One Case"

相较于较为常见的一般商标混淆,商标反向混淆因其出现的偶然性较大,且产生的危害的隐蔽性更高,甚至可能会造成被侵权人获得经济利益的反常侵权结果,而曾被排除在商标侵权的范畴外。但是随着"Big Foot"、"Bee Wear"等一系列"蚊子叫板大象"案件的出现,这种新型的侵权形态逐渐发展并得以确立。由于这种商标混淆在多数情况下并不会导致被侵权人直接的经济损害,因此在解决这类型案件的纠纷以及处理赔偿问题时,需区别于传统的商标混淆侵权。现从成文法出发,结合美国及国内的司法判例,对商标"反向混淆"的认定以及处理机制做出分析并提出建议。

Compared with the common general trademark confusion, trademark reverse confusion is more cumbersome due to its occurrence, which may cause higher hidden harm, and may even result in abnormal infringement results of the infringed person obtaining economic benefits. So this kind of trademark confusion was once excluded from the scope of trademark infringement. However, with the emergence of a series of"mosquito-caught elephants"such as"Big Foot Case"and "Bee Wear Case", this new type of infringement has gradually developed and been established. Since this kind of trademark confusion does not cause direct economic damage to the infringer in most cases, it is necessary to distinguish between traditional trademark confusion and infringement when resolving disputes in this type of case and dealing with compensation. This article will start from the statute law, combined with the US and domestic judicial precedents, analyze the trademark "reverse confusion" and the processing mechanism and make recommendations.