驰名商标保护的混淆理论与联想理论探析

驰名商标是经过长期使用,具有良好信誉,广为公众知晓的商标。目前,国际公约和不同国家的立法对驰名商标的保护力度并不相同,以德国、美国为代表的国家从“禁止联想”的角度加大了对驰名商标的保护。而在我国,虽然新《商标法》已经加大了对驰名商标的保护力度,但仍然没有脱离“混淆”的禁锢。随着我国经济的发展,驰名商标表彰企业信誉,彰显消费者品味的商业价值日益突出。我国有必要完善驰名商标反联想的相关理论和立法,以推动我国拥有驰名商标的企业不断发展壮大并走向世界。 

Exploration on the Confusion Theory and Likelihood of Association Theory for the Protection of Well-known Trademarks

Well-known trademarks are the trademarks well known by public, which have highly credit standing during the long-time use. Nowadays, international pacts and different countries' legislations have different attitudes towards the protection for well-known trademarks. Some countries, such as Germany and the U. S., protect the well-known trademarks from the angle of prohibiting likelihood of association. However, China still protects them from the theoretics of the confusion though it has strengthened the protection for the well-known trademarks in its new Trademark Law. With the development of the economy, well-known trademarks play a more and more important role in standing for a company's credit. In order to impulse the well-known trademarks owners, China needs to do more studies on prohibition of likelihood of association. and improve the related legislations.