论商业标识的符号保护机制——以新反法解释为视角  

On the Symbol Protection Mechanism of Commercial Signs——Based on the New Interpretation of Anti-Unfair Competition Law

作　　者：季善豪 JI Shan-hao(School of Intellectual Property,East China University of Political Science and Law,Shanghai 200050,China)

机构地区：[1]华东政法大学知识产权学院,上海200050

出　　处：《时代法学》2024年第5期29-43,共15页Presentday Law Science

摘　　要：注册取得商标权保护,使用取得商业标识保护。《商标法》以商标注册制度构建了商标管理与商标权保护的稳定体系,而商业标识保护本质上是源于商誉的竞争利益保护,商誉的不稳定性使得商业标识与商标权保护难以兼容。二者的差异主要在于:客体的属性与类别、权益保护的正当性基础、权益保护的内容和范围、权益损害的判断规则。商业标识本质上是由标志外观与商誉构成的商业符号,联想理论解释了识别性产生的机制。根据影响力的强弱,识别性分为直接联想、间接联想与驰名联想,商业标识混淆行为指利用商业标识的识别性引起关于商誉的误认。直接与间接联想适用同类商品的“防误认”保护,驰名联想适用跨类商品的“反淡化”保护。商业标识不正当竞争判断应以“商业标识损害”为前提,以“行为不正当”为标准。Register to obtain trademark rights protection,use to obtain commercial sign protection.The Trademark Law establishes a stable system of trademark management and trademark right protection with the trademark registration system,while the protection of commercial sign is essentially the protection of competitive interests derived from goodwill,and the instability of goodwill makes it difficult for commercial sign and trademark right protection to be compatible.The difference between them mainly lies in:the attribute and category of the object,the justification basis of the protection of rights and interests,the content and scope of the protection of rights and interests,and the judgment rules of the damage of rights and interests.Commercial sign is essentially a commercial symbol composed of sign appearance and goodwill.Association theory explains the mechanism of identification.According to the strength of the influence,the identification can be divided into direct association,indirect association and well-known association.The confusion behavior refers to the use of the identification of commercial sign to cause the wrong recognition of goodwill.Direct and indirect associations apply the same kind of“anti-misidentification”protection,and well-known associations apply cross-class“anti-dilution”protection.The judgment of unfair competition of commercial signs should be based on the premise of“damage to commercial signs”and the standard of“improper behavior”.

关 键 词：商业标识 识别性 联想理论 不正当竞争 

分 类 号：D923.43[政治法律—民商法学]