驰名商标的概念解构及其合理认定

驰名商标制度的检视与完善是新时代下优化我国营商环境的必然要求。我国对驰名商标的理解仍存误区,首先应澄清的是,驰名商标是法律概念而不是商业宣传概念。驰名商标界定的关键是公众的知晓程度,涉及公众范围的界定与知晓程度的判断两方面。我国商标法以是否注册为标准区分了未注册驰名商标与注册驰名商标,并赋予不同的保护效力;相关行政规定对驰名商标的证明附加了诸如使用时间等硬性要求,存在不合理之处。建议通过以下思路进行完善:区分相关公众熟知和一般公众广为知晓两个层次的商标,分别赋予混淆保护和淡化保护;正视互联网技术和新兴行业发展对商标知名度认定的影响,舍弃相关硬性规定,避免僵化。

Concept Analysis and Reasonable Determination of Well-Known Trademarks

Under the background of optimizing business environment,it is necessary to re-examine and improve the wellknown trademark system in our country.There are still some misunderstandings of well-known trademarks in our country,it should firstly be clarified that a well-known trademark is a legal concept rather than a commercial propaganda concept.The key to the definition of well-known trademarks is the degree of public awareness,which involves the definition of public scope and the proof of awareness.The trademark law makes distinctions between unregistered well-known trademarks and registered well-known trademarks,and grants different protection effects,and,some relevant administrative regulations have set requirements such as use time to the proof of well-known trademarks,which is unreasonable.The improvement ideas are as follows:distinguishing two levels of trademarks that are well-known by the relevant public and those that are widely known by the general public,and respectively providing confusion protection and dilution protection;facing up to the infl uence of the development of Internet technology and emerging industries on the recognition of trademark awareness,and discarding relevant rigid regulations to avoid rigidity.