商标淡化理论及其应用

商标广告功能的发展是商标淡化理论产生的基础。与传统混淆侵权不同，淡化行为不会使消费者就商品来源发生错误认识，但它消耗商标的独特性或污损其声誉，并破坏商标的广告宣传价值。因此，具有相当知名度的商标应该获得反淡化的扩大保护。由于商标权仅仅是一种准财产权，过度保护会使其权利性质发生改变，最终阻碍自由竞争，所以商标反淡化保护的范围要受到限定。

The Trademark Dilution Theory and Its Application

The development of trademark''s advertising function is the basis of the trademark dilution theory. Dilution differs from the traditional confusion infringement in that it does not lead to confusion of goods source on the part of consumers, but whittle away the uniqueness of a mark or harm its reputation. Therefore, those trademarks that have acquired considerable reputation deserve to be protected from dilution. However, trademark right is no more than a quasi-property right, overprotection will change its nature and eventually hinder free competition. So the scope of anti-dilution should be limited.