驰名商标反淡化的误区和出路

中国在司法实践中确立了驰名商标反淡化制度。混淆理论通过跨类混淆来达致对驰名商标的反淡化保护;联想理论重视商标持有人的利益诉求,强调对驰名商标的"绝对保护"而不论是否存在混淆可能性。联想理论不足以独自证成驰名商标反淡化保护的合理性,往往通过经济学上的搭便车理论和其他理论来为其佐证。中国驰名商标反淡化立法在联想理论和混淆理论间摇摆不定,导致执法和司法的混乱,驰名商标反淡化保护呈现过滥的趋势。搭便车理论从社会总福利的角度证成了驰名商标反淡化保护的合理性,但更优的方式不是通过社会行政和司法力量对驰名商标进行保护,而是通过将社会成本转换为私人成本的方式避免联想和淡化,避免驰名商标反淡化的扩大适用。

Misunderstanding and outlet of anti-dilution of well-known trademarks

China has established the anti-dilution system of well-known trademarks in judicial practice. Confusion theory is used to protect well-known trademarks based on cross category confusion. The association theory attaches great importance to the interests of the trademark holders and emphasizes the "absolute protection", regardless of the possibility of confusion. The association theory is not enough to prove the rationality of trademark anti-dilution protection, and it is proved by the theory of free riding and other theories. The legislation of anti-dilution of well-known trademarks in China is wavering between the association theory and the confusion theory, which leads to the confusion in law enforcement and judicature. The free rider theory has proved the rationality of anti-dilution protection of well-known trademarks from the perspective of total social welfare. But the better way is to translate social cost into private cost, rather than by way of administrative and judicial power, to avoid association and dilution, and to avoid expanded application of anti-dilution of well-known trademarks.