【作者】 江梅洁；

【导师】 吕淑琴；

【作者基本信息】 华东政法学院 ， 法律， 2003， 硕士

【摘要】 商标淡化,是指减少、削弱驰名商标或其他具有相当知名度的商标的显著性,损害、玷污其商誉的行为。商标淡化的理论基础为联想,联想就是消费者心目中产生的驰名商标与特定商品之间的联系,商标淡化破坏的就是这种联系,越具有显著性的商标,就越容易受到淡化的侵害。淡化的具体形式有弱化、丑化和退化三种,都不以混淆的存在为依据。商标淡化会降低商标的社会吸引力和资产价值,以至于危及良性竞争的市场环境。商标的初始功能在于区别出处,随着物质商品的极大丰富,商标获得了广告功能,可成为独立的资产。商标权依附于特定商品存在,商标权包括使用商标和禁止他人使用商标的权利,禁止的标准在于是否会造成混淆和误认。商标所有人对商标上所承载的商誉和社会资产所拥有的权利,不属于商标权,为商标权以外的民事财产权利。淡化的侵害对象为商标的绝对显著性,及商标所有人的商誉,侵害结果是减少了商标上所凝结的资产价值。所以,淡化侵害的并非商标权,而是普通民事财产权,商标淡化并不以混淆为标准,不能适用于商标侵权的规则。 <WP=4>淡化行为侵害了商标所有人、同行业经营者及消费者的权利,反淡化既可从民事侵权角度出发,亦可从不正当竞争角度出发。因为淡化行为在商标法领域内是合法行为,却侵犯了其他的民事权利,反淡化是商标权与普通民事权利之间的价值选择。反淡化是对驰名商标的特别保护,适用驰名商标认定、效力规则,但不等同于驰名商标保护,反淡化是一般驰名商标保护中的例外。 商标淡化作为一种民事侵权行为,必须有构成要件。首先是损害事实,虽然其损害难以测知与量化,但在构成中损害后果却必须现实存在,损害的存在必须以商标具有绝对显著性为前提。其次是行为人的违法行为,此行为主要为在不相同、不近似的商品上使用与驰名商标相同或近似的标记。因属于一般侵权行为,行为人的主观要件应为行为人有过错,但由于其在举证方面的特点,为推定过错责任较为合理。商标淡化理论在国际上日益受到关注,一些国家以不同角度、不同形式制定了各自的反淡化法律。 国际组织也逐步确立了反淡化理论,通过各种条约不断加强保护力度。我国在此方面立法也处于逐步完善之中,但仍存在着疏漏与矛盾,给现实操作带来影响。反淡化可结合反不正当竞争法以及知识产权保护的特点,采取综合性全方位的方式进行保护与救济,以及时有效地进行保护。作为企业,应加强品牌意识,创立与保护并举,更好地发挥商标的价值与作用。更多还原

【Abstract】 Trademark dilution is to reduce or weaken the notability of famous trademarks and make damages to the reputation. The theoretical basis of trademark dilution is association, which means consumers always associate a famous trademark with a specific commodity. Trademark dilution damages this association and the more famous the trademark is, the easier it will be diluted. There are three specific forms of dilution, that is weakening, defaming and deterioration, and all these are based on non-obscuration existence. Trademark dilution can decrease the social attraction and values of trademarks, and further undermines the competitive market environment. The initial function of trademarks is to distinguish sources. With the commodities become more and more rich, trademarks also demonstrate characteristics and can become independent property. Trademark rights depend on some specific product, including the right to use the trademark and to prohibit others to use it. The standard for prohibition is whether it will cause confusion or misunderstanding. The rights of owners over the reputation and social property on trademarks are not included in trademark rights, while it is civil property rights. The objection of dilution is the absolute notability of trademarks and the reputation of owners. The consequence of tort <WP=6>is the reduction of values on the trademark. Therefore, the basis of the standard of dilution is not confusion. The objection infringed by dilution is not trademark rights, but normal civil property rights and thus the specifications of trademark infringing can not be applicable. Dilution causes damages to the rights of trademark owners, business persons in the same industry and consumers. Anti dilution can proceed from not only civil infringement but also unfair competition. Dilution is legal in trademark laws, but it harms civil rights. Anti dilution is the balancing choice between trademark rights and normal civil rights. Anti dilution is a kind of special protection to famous trademarks, and is applicable to identification and effect regulation of famous trademarks. It is not simply the protection to famous trademarks. However, it is an exception in normal famous trademarks protection.Trademark dilution, as a kind of tort, has constitutive requirement. First of all is the fact of damages. Although it is very difficult to quantify the actual damages, the consequence of damages shall exist in the composition. The prerequisite of damages is the absolute notability of trademarks. Secondly is the violation. This violation is to use trademarks that are the same or similar to famous ones on different commodities. Since it is common infringing act, the subjective requirement is the action person has faults. However, because of the characteristics of producing evidence, it is more reasonable to define as putative liability for faults.The theory of trademark dilution is having been internationally concerned nowadays. A lot of countries have formulated their anti dilution laws with different forms. International organizations have also established anti dilution theory step by step and enhanced protection through all kinds of treaties. China is on the way to perfect legislations in this field but still has oversights and contradictions, which make it difficult for real operation. It is probable to in China to combine unfair competition and intellectual property rights protection,and impose <WP=7>protection and remedies comprehensively to ensure effective protection. And it is important for an enterprise to pay attention to the notability and unique characteristics of trademarks, and enhance trademark consciousness. Furthermore, we shall also originate and protect trademarks and thus develop the values and functions of trademarks.更多还原