再论商标戏仿的法律性质及评价

Further Discussion on the Legal Nature and Evaluation of Trademark Parody

商标戏仿行为多见于驰名商标领域,对于驰名商标来说,商标属于社会文化的一部分,不仅商标权人用驰名商标来彰显自己的独特性,公众也会将其用作思想表达的工具。对商标行为的评价需平衡商标权人私有的符号财产权和公众的言论表达自由即公众利益之间的冲突。对商标戏仿这一行为进行法律评价仍然无法跳脱我国现有的商标法评价体系,首先应判断该使用行为是否是商标性使用,其次用混淆理论和淡化理论判断是否可能构成商标侵权或对驰名商标的淡化。本文拟从域内外案例展开,分析商标戏仿的法律性质及文化性质,并对其作出评价及判断步骤。

Trademark parody is commonly seen in the field of well-known trademarks, for well-known trademarks, they belong to a part of social culture. Not only do trademark owners use well-known trademarks to showcase their uniqueness, but the public also use them as a tool for expressing their ideas. Therefore, the evaluation of trademark behavior needs to balance the conflict between the private symbol property rights of the trademark owner and the public’s freedom of speech and expression, that is, the public interest. The legal evaluation of trademark parody still cannot break away from the existing trademark law evaluation system in China. Firstly, it is necessary to determine whether the use is trademark based, and secondly, use confusion theory and dilution theory to determine whether it may constitute trademark infringement or dilution of well-known trademarks. This article intends to analyze the legal and cultural nature of trademark parody from both internal and external cases and make evaluations and judgment steps for it.