摘要
隨著創造全球品牌（即本文所指標章）的觀念興漲，企業從前較著重推銷商品、服務及如何運用最少成本開創最大的利潤，如今企業逐漸加強對品牌的行銷觀念，及經營品牌潛在可創造的無限價值，因此銷售商品或推廣服務之際，加入品牌的廣告曝光率以使消費者將商品、服務與品牌標識形成聯想，努力經營自家品牌希冀有朝一日可成為國際上著名的品牌。 然而，「著名」從正面來觀察，固然可藉以創造無限的商機，而負面影響卻易因「著名」的因素遭他人不當利用、攀附著名標章商譽等手法，獲取著名標章企業努力經營之成果。無論是否達「著名」程度之標章，均因商標註冊而獲得商標法之保護，何況達著名程度之標章，更應該給予一定程度之保護。 全球化經貿的發展，並非即指全球化標章保護。國際上各國均有其標章保護之規範，為達到全球共同保護標章之目的，國際上已朝尋求智慧財產權統一規範之目標研究。吾人體察我國保護著名標章法制規範仍有不完善之處，為建構我國整體著名標章完整法制之目標，根據以上的問題意識，本文各章節安排如下： 為達整體著名標章健全之體制，平衡公益(消費者)及私益(標章所有權人)之權益保障，以各標章保護理論為立論基礎，藉由各理論觀念之釐清，將有助於本文以下章節之論述。從而第二章探討著名標章保護之理論發展。 第三章旨在說明國際上各國對於著名標章之保護已多所規範，美國聯邦商標減損法並於近年有重要之修正，可為我國修法之參考。 第四章探討我國現行標章法制缺失之處，相關法制應如何修正。 第五章旨在從各方面討論我國標章規範確有調整之必要性，及從各方面檢討我國標章法制之修正方向及相關配套措施，以追求更佳完善的標章制度。 最後第六章提出本文之結論。本文希冀透過對於各項議題之逐層分析，體認應加強我國著名標章之保護，並鼓勵標章所有權人應積極將所使用之標章申請商標註冊，以維護日後之權益。
並列摘要
The recent trends towards globalization in world trade, as never before, facilitated the internationalization of the intellectual property system and heightened the importance of trademarks in commerce. Enterprise gradually strengthens to market goods of barnd, and to think about how to create huge value. Hoping the brand itself will become a globally famous mark and is priceless, like marks as Coca-Cola and Microsoft. However, the concept of global economy does not automatically translate to global trademark protection. To deal with the challenges of expanding trade channels, international bodies have been grappling with the need to provide a uniform approach to protecting and enforcing intellectual property rights in different countries. The principal international agreements and instruments that address the protection of marks include the Paris Convention, the Agreement on Trade-Related Aspects of Intellectual Property Rights, the World Intellectual Property Organization (WIPO) Joint Recommendation Concerning Well-Known Marks, and the Federal Trademark Dilution Act. But what is the definition of famous marks, and how to protect the famous marks, it still must be answered. Thus, based on above mentioned, the discussion of this thesis as follows: Chapter I of this thesis illustrates the subject of this thesis. Chapter II of this thesis illustrates the rational basis of famous marks protection, including “likelihood of confusion” and “dilution” and “unfair competition”. Chapter III of this thesis illustrates international countries enact statute law about the protection of famous marks. Chapter IV of this thesis discusses the protection of famous marks in Taiwan is not enough: the Trademark Law, the Fair Trade Law, and the Company Law still have to be amended. Chapter V of this thesis presents that we must rethink about how to get balance between public, the owners of famous marks, and other competitors. Chapter VI of this thesis draws the conclucions about the reconciling regulation of famous marks.