目的刑论视角下“老字号”商标保护的司法路径探究

Exploring the Judicial Path of Trademark Protection for“Time Honored Brands” from the Perspective of the Intent Penal Theory

老字号作为企业对外展示自身品牌独特性的重要名片,有着文化与经济等多重价值。然而老字号在市场经济活动中常常面临商标权违法甚至犯罪行为的侵犯。商标作为企业的核心标识,承载着企业的商业信誉,诸多老字号企业将“老字号”注册为商标,让消费者能有效辨识与其他品牌的差异。目的刑论提出刑罚的目的是为了预防犯罪,司法机关应坚持老字号商标侵权认定混淆性标准,加强老字号商标保护行政与刑事司法衔接,以遏制商标侵权并有效保护老字号。

As an important business card for enterprises to display uniqueness of their own brands,“time-honored brands”involve multiple values such as culture and economy.However,in the market economic activities,they are always encountered with trademark infringement or even criminal acts.As the core identity of enterprises,trademarks carry their business reputation.Therefore,many of these enterprises register their trademarks as“time-honored”so that they can be easily distinguished from others by consumers.The intent penal theory is put forward to prevent crimes.In this case,the judiciary should uphold the criteria for identifying confusing infringements on time-honored brands,and strengthen the connection between administrative protection of time-honored brands and criminal justice,so as to curb trademark infringement and protect these brands.