分装转售行为何以侵害商标权——兼评“不二家”案

How Can the Act of Sub-packaging and Resale Infringe on Trademark Rights——Review of the "Fujiya" Case

商标法律规范应当按照合目的性的要求进行适用,商标法的立法目的和政策目标在于保障实现商标识别功能。商标在“商”不在“标”。“不二家”案说明在消费者中心主义下的识别理论,“混淆可能性”是商标侵权的唯一判定标准。严格把握商标权穷竭原则,在考虑到消费者知晓情形下,分装转售行为并不会导致消费者混淆,也不会损害商标权人的商誉。

Trademark laws and regulations should be applied in accordance with the requirements of purposiveness.The legislative purpose and policy objective of trademark law is to ensure the realization of trademark recognition function.The essence of trademark is in "trade",not "mark".Identification or distinction is the initial and only function of a trademark,and the so-called "derivative functions",such as quality indication or guarantee and goodwill bearing,are the functions or effects of the identification function.Under the consumercentric recognition theory,"likelihood of confusion" is the only criterion for determining trademark infringement.Strictly grasping the principle of exhaustion of trademark rights,with the consideration of consumer knowledge,the act of sub-packaging and resale will not lead to consumer confusion,and will not damage the goodwill of the trademark owner.