名人姓名蕴含巨大的经济利益,具备很高的商业化利用价值,因而也频繁成为商标投机分子的抢注对象。在商标领域明确名人姓名的保护规则已势在必行。在万众瞩目的“乔丹”商标争议行政纠纷再审案中,最高人民法院明确了商标法第三十二条对姓名权保护的范围并不局限于自然人的本名、全名,而是包括了自然人的笔名、艺名、别名以及全名的部分等具有一定知名 Celebrity name contains huge economic benefits, with high commercial use value, which has frequently become the target of trademark speculators. It is imperative to clarify the protection of celebrity names in the field of trademarks. In the highly anticipated “Jordan” trademark dispute retrial case, the Supreme People’s Court made it clear that Article 32 of the Trademark Law protects the scope of the right of name is not limited to the full name of the natural person, but includes Natural person’s pen name, stage name, alias and the full name of the part has a certain well-known