美国商业外观保护的法律实践及其借鉴

The American Experience of Legal Protection on Trade Dress and Its Reference

美国法中的商业外观与商标具有独立的法律地位,进行同等法律保护;商业外观保护范围具有三个层次;对商业外观应区分适用固有显著性与获得第二含义具有显著性判断标准;商业外观的非功能性判断从“识别”理论转向了“竞争”理论。我国现行法对于商业外观的独立法律地位认识不足,“知名商品”要件存在瑕疵,需要进行相应完善。加多宝公司的红罐设计具有独立商业外观属性,并未指示来源于广药集团,可受独立保护,不应当与广药集团共享。

The trade dress and trademark in the US law have independent legal status and are subject to the same legal protection.There are three levels of trade dress protection.The protection area of trade dress under China’s current law is too limited.The legislation is scattered and the levels are different.In fact,the well-known elements are flawed and need to be improved.We fail to recognize the shape and design of the commodity itself.For the trade tress should be distinct,the application of the inherent significance and the second meaning has a significant judgment standard.The non-functionality of the trade dress should abandon the recognition theory and adopt the competition theory.Jiaduobao’s red tank design is an independent trade dress and should be independently protected and not be shared with Wanglaoji.