| 摘要: | 橫跨兩岸商業活動之企業多會分別在兩地申請註冊商標以保障其商品及服務，且經認定為著名商標後，除了可就商品及服務提供跨類別之保護外，更具有一定之廣告效應，並可提升企業之形象與商譽；然而在中國，其馳名商標也曾有長期遭濫用與操弄之現象。而世界各國均有搶註商標之爭議，其中尤以中國最為嚴重，致使在中國之台資企業常因此蒙受損害，而透過著名商標之肯定，即可適度發揮抑制搶註商標之功能。就我國而言，《商標法》第30條第1項第11及12款乃分別為有關「著名商標保護」及「抑制商標搶註」之主要規範，而第11款本文前、後段乃分別涉及「混淆誤認之虞」與「減損著名商標之辨識性或信譽之虞」之理論，至於第12款則係導入「先使用主義」精神之規定。至於中國，除了《中華人民共和國商標法》第13條第2及3項乃有關抵制商標搶註之主要規定外，其2013年修法時更以「規制惡意申請與囤積註冊」為主軸而增訂了許多配套措施與罰則，同時官方亦制定許多行政命令以資規範，並加強對馳名商標之監管，俾利馳名商標制度更趨於健全。除此之外，《海峽兩岸智慧財產權保護合作協議》之協處機制乃有助於商標搶註爭議之解決，可惜今日之運作已幾乎呈現停滯之狀態，故本文建議，在法規與制度方面，應建立兩岸著名商標共享機制與強化反淡化與反搶註之規範，並對惡意搶註行為設立罰則；而在企業自身方面，企業應建置強而有力之法務部門與商標管理部門，並應提升著名商標之保護意識，持續收集相關使用證據，以為往後之商標佈局與爭訟做好準備，並消彌遭不當商標搶註之風險。
Most cross-strait enterprises will apply for trademark registration in both Taiwan and China to completely protect their goods and services. After being approved as a well-known trademark, it will not only protect the goods and services across their categories, but also has a certain advertising effect, and can enhance the enterprise’s image and reputation. However, the well-known trademark system in China has been abused and manipulated for a long time. The trademark squatting disputes occur in various countries, and it is the most serious in China and often causes Taiwan-funded enterprises in China to suffer damages, but the recognition of well-known trademark can provide the prevention on trademark squatting. In Taiwan, Article 30.1.11 and 30.1.12 of Taiwan Trademark Act are the main provisions on "well-known trademarks" and "prevention on trademark squatting" respectively. The first and subsequent paragraphs of Article 30.1.11 are respectively about the doctrines of "likelihood of confusion" and "dilution of the distinctiveness or reputation of well-known trademark", and Article 30.1.12 is about the principle of “first-to-use”. In China, Article 13.2 and 13.3 of Trademark Law of the People's Republic of China are the main provisions on restraining trademark squatting. Besides, its amendment in 2013 focusing on "regulating registering in bad faith and hoarding registration" added many supporting measures and penalties, and China government has also issued lots administrative orders to regulate and improve the supervision of well-known trademarks. Based on this, the well-known trademark system in China has become more and more complete. In addition, the coordination and negotiation procedure upon Cross-Strait Intellectual Property Rights Protection Cooperation Agreement, IPRA is useful to resolve the trademark squatting disputes; unfortunately, it has almost stagnated today. Therefore, we should establish a cross-strait well-known trademark sharing system and amend and include the laws and regulations regard anti-dilution, anti-squatting and penalties for squatting. Besides, the enterprise should establish both a strong legal department and a strong trademark management department, and should also concentrate on the well-known trademark protection, keep collecting the relevant evidences of using trademarks, prepare for future trademark layout and litigation all the time, to eliminate the risk arising from the third parties’ trademark squatting. |
