对驰名商标特殊保护潜在弊端的规制问题初探

驰名商标是企业知识产权竞争实力的标准之一,原因在于国家赋予驰名商标特殊的庇佑,使得企业将驰名商标看作经济市场地位和利益的有力保障。驰名商标内在的反淡化保护理论是其发挥特殊性的理论根源。在理论中对驰名商标保护的过度"浓化"使得驰名商标在认定方、认定标准等环节上存在着一定的弊端。尤其在实践中,驰名商标企业会出现侵犯他人在先权利以及将"驰名商标"字样加于外包装等手段获取更大利益。立法应从权衡商标权利人、消费者、竞争者三方利益出发,对驰名商标的授予标准进行量化规定,以有利于提高驰名商标企业的综合水平。这不仅是对消费者负责,同时会提高企业竞争力,防止不正当竞争的出现,以期实现我国驰名商标制度的合理运行。

Study on the Regulation of the Potential Drawbacks of Special Protection about Well-known Trademark

Well-known trademark is one of the standards tomeasure the enterprise competitiveness of intellectual property rights. One of the biggest reasons for companies becoming well-known in a country could be the advantages and benefits that they take fromthe country’smarket protection policy to their trademarks.As known,well-known trademark is seen as a great advantage of taking benefits and reputation for a company in trade-market. The anti-dilution protection theory of well-known trademark is the special theoretic source. Excessive＂concentration＂of well-known trademark in theorymakes thatwell-known trademark contains some abuses inways and standards.Especially in practice,well-known trademark companiesmay violate others’registration rights and put other companies’registered trademarks on the packages of their own. In order tomaintain ahealthymarket for trademark owners,customers and competitors,a further regulation ofwell-known trademark,whichwill bring new standards of well-knowtrade mark registration,is necessary. This action is likely going toprotect the rights of customerswhile to void bad competitions among companies,and itwill eventually complete thebuilding of ahealthier trademark systemand trademarket.