社会公众人物姓名的商业价值及商标抢注问题研究

Research on the Commercial Value of the Names of Public Figures and Trademark Preemptive Registration

商品经济高速发展的时代,人们深知抓住流量的风向标就等于抓住了商机。由于公众人物的姓名具有很强的社会知晓度,可以帮助商家省去大量的推广费用,因而将公众人物姓名作为商标抢注的竞争愈发激烈。针对抢注公众人物姓名商标的行为,我国并没有详细的规制条款,商家抢注商标流程简单,商标局对商标的审核不够严格等情况导致我国目前姓名商标抢注的乱象。目前关于姓名商标抢注问题的法规主要有姓名权制度以及《商标法》中的"不良影响"条款和"在先权利"条款,但是这些制度在司法实践中用来解决公众人物姓名商标被抢注的问题仍然不够完备,无法对权利人的利益做到充分保护。本文将借助典型案例分析我国商标注册现存法律制度的缺陷并对其提出相关建议,以供参考。

In the era of rapid development of the commodity economy,people know well that seizing the wind vane is equivalent to seizing business opportunities.Because the names of public figures have a strong social awareness,which can help businesses save a lot of promotion costs,the competition for the names of public figures as trademarks has become increasingly fierce.For the preemptive registration of names and trademarks of public figures,China does not have detailed regulatory provisions,and the process of trademark preemptive registration is simple.The Trademark Office's examination of trademarks is not strict enough,which leads to the confusion of name and trademark preemptive registration in China.The current laws and regulations on the registration of name trademarks mainly include the name right system and the"adverse effects"clauses and"prior rights"clauses in the Trademark Law.However,the use of these systems in judicial practice to solve the problem of the registration of trademarks of public figures is still not complete enough to fully protect the interests of right holders.This article will use typical cases to analyze the defects of the existing legal system of trademark preemptive registration in China and make relevant suggestions for them for reference.The current laws and regulations on the preemptive registration of name trademarks mainly include the name right system and the"adverse effects"clauses and"prior rights"clauses in the Trademark Law.However,the use of these systems in judicial practice to solve the problem of the preemptive registration of trademarks of public figures is still not complete enough to fully protect the interests of right holders.This article will use typical cases to analyze the defects of the existing legal system of trademark preemptive registration in China and make relevant suggestions for them for reference.