摘要
商标淡化导致消费者识别商标的速度和精确度的降低,影响消费者对商标的心理态度。但是,根据情景效应、专家技能、重申效应、卷入程度的心理认知理论,消费者的认知具有主动性,能够根据商标使用的具体环境进行调试,从而降低淡化对其商标识别和购物决策的影响。据此,商标淡化对消费者心理的影响并不严重,对商标权人造成的损害也较为有限。在商标反淡化保护的制度设计上,应当依据消费者心理认知的这一规律来界定商标反淡化的保护对象、保护条件和证明标准。在保护对象上将之限定为中国境内为一般公众广为知晓的商标;在保护条件上要求被诉商标的消费者与驰名商标的消费者具有相当程度的重合、被诉商标与驰名商标构成相同或高度近似;在证明标准上承认消费者调查的证据效力,并综合运用各种间接证据证明淡化的损害。
Trademark dilution will lead to the reduction of the speed and accuracy of consumer identification of trademarks and affect consumers’psychological attitude towards trademarks.However,according to the theory of psychological cognition of context effects,expert skill,reaffirmation effects and degree of involvement,consumers’cognition is proactive and can be adjusted according to the specific environment in which trademarks are used,so as to significantly reduce the interference of dilution to their trademark recognition and shopping decision-making.Therefore,the effect of trademark dilution on consumers’psychology is not serious,and the damage to the trademark owner is limited.In terms of the system design of anti-dilution protection of trademarks,the objects,conditions and standards of proof of anti-dilution protection of trademarks should be defined according to the law of consumers’psychological cognition.The trademark that is widely known to the general public within the territory of China as the limit of the object of protection;In terms of protection conditions,consumers of the sued trademark and those of well-known trademark are required to have a considerable degree of coincidence and the sued trademark and the well-known trademark constitute the same or highly similar;On the standard of proof,acknowledge the evidence validity of consumer surveys and use a combination of circumstantial evidence to demonstrate the harm of dilution.
出处
《政法论坛》
CSSCI
北大核心
2020年第4期48-60,共13页
Tribune of Political Science and Law
基金
作者主持的2018年湖南省社会科学成果评审委员会课题“消费者心理认知视阈下的商标法基本范畴研究”(XSP18YBZ133)阶段性成果
湖南省重点学科、湖南师范大学一流学科资助。
关键词
消费者
商标
淡化
Consumer
Trademark
Dilution
