商標法上著名商標保護界限之研究

摘要在電子商務蓬勃與科技日新月異之時代，藉由傳播媒體、網路平台的興盛，使得國際間互動往來趨於頻繁，資訊的流通傳遞突破往昔地理空間的限制，商標也藉此得以為全球所認識。在商標權人長期投資加以廣告宣傳的努力下，商標早已從傳統單純表彰及區別不同事業來源之圖樣，躍升成為企業品牌形象之象徵，且蘊含高度之經濟價值，最終在權利人的努力下成為家喻戶曉的著名商標。雖然打造著名商標可為商標權人帶來高額的經濟收益，卻也同時使得該商標相較於一般商標更容易遭有心人士不當濫用或攀附其高度聲譽，造成商標權人及消費者同受其害。是以，無論係從保護商標權人之勞動成果或維持公平之市場交易秩序的觀點，法律均有介入之必要性。自巴黎公約率先賦予著名商標特別保護以降，著名商標之相關議題遂於國際間備受重視而引發熱烈討論，時至今日，不僅後續之WTO/TRIPS及著名商標保護規定共同決議等國際公約中有更具體細膩之規定，世界各國亦無不在商標法中設有對著名商標之特殊保護條款。細究相關條文內涵，大抵係以混淆誤認理論及商標淡化作為商標法上兩大保護原則，並從商標註冊與商標侵害二面向進行保護，綜觀整體之保護趨勢係採行寬泛保護之立場。然則，賦予著名商標特殊保護的本身卻也同時傷害了自由競爭的市場機制，故保護上應存有一定之限度，以尋求各方利益之平衡。是以，本文之目的，係為深入探究商標法對著名商標之保護界限，內容上約略分為兩個層次進行討論。首先本文擬從實務操作面向切入，探討現行商標法規之解釋與釐清條文間適用所衍伸之疑義；另由法制層面觀察，比較美國、歐盟、德國及中國大陸等國之立法設計與我國現行規範架構之差異，透過比較法研究，並提出研究心得以期對臺灣商標法未來修正及實務適用時為參考。

關鍵字

商標；著名商標；商標淡化；減損；混淆誤認

並列摘要

Abstract Nowadays, Electronic E-business becomes prevalent and technology improves every day. Thanks to the prosperity of media and Internet platform, international interactions tend to frequency, information circulates without geographical restrictions, and trademarks could also be known all over the world. In the trademark owners’ long-term efforts to invest and advertise the trademark, it changes into a symbol of enterprise's brand image and is worth a high degree of value rather than just a pattern to identify and distinguish different goods or services. Through the owner’s efforts, the trademark ultimately becomes ‘well-known mark’ or ‘famous mark’. Although establishing well-known marks can bring high economic benefits for trademark owners, they are more likely to be misused or free-rode by other competitors in the meanwhile than general trademarks, resulting in the simultaneous costs of trademark owners and consumers. Thus, it is necessary that the law protect trademark owners’ endeavor and maintain the fair market order. Since Paris Convention gave special protection to well-known trademarks, the issue concerning well-known trademark has been attracted much attention and sparks heated discussions in the world. Today, not only follow-up international conventions, like TRIPS or Joint Recommendation Concerning Provisions on the Protection of Well-Known Marks but also the Trademark Act of every country include more specific or special provisions for well-known trademarks. By studying the meaning of relevant provisions, we could find that confusion doctrine and trademark dilution are the two major protection principles in trademark law. The two theory give protections for well-known trademarks from two sides of registration and infringement. Overall, the trend in protection becomes broader. However, the special protection for well-known trademarks itself also hurts the market mechanism of free competition. As a result, there must have protection limits to seek a balance of interests of all parties. Therefore, the purpose of this article is to explore the protection limits of well-known trademarks in Trademark Law. The content is roughly divided into two aspects for discussion. First of all, this paper begins with studying the interpretation of trademark provisions and clarifying the application among those in force from a practical perspective. Then from another aspect, it will compare the legal systems of Trademark Law of the United States, European Union, Germany and China with that of Taiwan. Through the study of comparative law, the article would present learning experience, expecting to offer some suggestions for future amendments and practical application of Taiwan’s Trademark Law.

並列關鍵字

trademark ； well-known mark ； famous mark ； dilution ； confusion

參考文獻

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7.謝銘洋（1996）。〈從商標法與競爭法之觀點論著名商標之保護〉，收於氏著：《智慧財產權基本問題研究》。台北：翰蘆。

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商標法上著名商標保護界限之研究

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