我國著名商標保護規範之解構及再架構：解釋論及立法論之觀點

Deconstruction and Reconstruction of Famous Marks Regulation of Taiwan: Interpretive and Legislative Perspectives

黃銘傑(Ming-Jye Huang)

《臺大法學論叢》 49卷4期 (2020/12) Pp. 2111-2186

https://doi.org/10.6199/NTULJ.202012_49(4).0006

摘要

本文由建立自有品牌對我國未來產業升級重要性的觀點出發，說明商標法著名商標保護相關規定於鼓勵、協助企業建立自有品牌所具有的規範內涵及功能，同時亦對照於國際條約／協定、外國商標法制之實務運作，檢討我國商標專責機關及法院判決之實務運作內容，呈現出我國現行商標法著名商標規範內容本身及其實務運作所蘊含之問題點及盲點。於此理解下，本文認為，為健全且周全著名商標保護、以為企業建立自有品牌之防護利器，我國商標法應就現行著名商標保護規定內容加以修正，除於法理上得因此符合商標法應有規範理念及邏輯外，亦可促進實務界對於不同著名商標保護類型的正確認識，從而於此正確認知的基礎下，做出符合著名商標規範理念的合理判決。鑑於現今世界各國對於著名品牌的重視及一再強化其保護規範，我國商標法配合對著名商標保護規範的正確認知從事法律修正，似已面臨劍及履及之地步，期待未來於商標專責機關及學界、實務界的努力下，得以得出更符合品牌發展所需之著名商標保護的法律修正結果。

關鍵字

巴黎公約 ； 多角化經營 ； 混淆誤認之虞 ； 商標法 ； 著名商標 ； 稀釋 ； 與貿易有關之智慧財產權協定 ； 識別性

並列摘要

This paper starts from the viewpoint of establishing the importance of own brand to Taiwan's future industrial upgrading, and explains the relevant provisions of the Trademark Law's famous trademark protection in encouraging and assisting enterprises to establish the normative connotation and function of their own brands, and also in contrast to international treaties/agreements. The practical operation of the foreign trademark legal system, reviewing the practical operation of China's trademark special authorities and court judgments, presenting the problems and blind spots in the content of the famous trademarks in Taiwan's current trademark law and its operational operations. Under this understanding, this paper believes that for the sound protection of well-known trademarks and the protection of enterprises to establish their own brands, the trademark law of Taiwan should be amended in accordance with the provisions of the current well-known trademark protection regulations. In addition to the normative concept and logic, it can also promote the correct understanding of different types of well-known trademark protection in the practice community, and thus make a reasonable judgment in line with the concept of famous trademarks on the basis of correct recognition. In view of the importance attached to famous brands in the world today and the intensification of their protection norms, Taiwan's trademark law, in conjunction with the correct understanding of the famous trademark protection norms, is subject to legal amendments. It seems to have faced the point of sword and performance, and looks forward to the future of trademark authorities and academic circles. Under the efforts of the practical circles, it is possible to obtain legal amendment results that are more in line with the well-known trademark protection required for brand development.

並列關鍵字

Paris Convention ； bridging the gap ； likelihood of confusion ； Trademark Law ； well-known trademarks ； dilution ； Trade-Related Intellectual Property Rights Agreement ； distinctiveness

參考文獻

Dogan, S. L., & Lemley, M. A. (2004). Trademarks and Consumer Search Costs on the Internet. Houston Law Review, 41(3), 777-838.