商标的混淆、联想、淡化及其相关理论之比较探析

A Comparative Analysis of the Confusion,Association and Dilution of Trademarks and the Related Theories

现代社会,商品竞争逐渐异化为商标的竞争,这种竞争趋势促进了商标功能的变化,使得商标的功能从单纯的识别作用向表彰作用扩张,导致了传统的商标混淆理论向联想、淡化理论的发展。因此,商标侵权理论的发展是一个从防止商品混淆到关注全面保护商标的过程。淡化不仅侵害商标的显著性和识别性,同时亦侵害了商标所体现的商誉。

In the modern society, the competition among commodities has been dissimulated into the competition be-tween trademarks, which promote the development of trademarks' function, namely the simple function of recognition is turning to be the commendation, thus results in the shift of the traditional trademark confusion theory to the association and dilution theories. Therefore, the advance of trademark infringement theory is the process from prevention of commodi-ties confusion to multi-aspect protection of trademarks. Dilution of trademark infringes upon not only the distinctiveness and identifiability of trademarks but also the goodwill signified by trademarks.