商业标识保护的本质及重点是商誉,混淆连接着商誉与制止不正当竞争,由它决定是否应该制止盗用商誉的不正当行为。一、商誉英国法官认为,商誉很容易被描述,但很难被定义。这是与好的名称、声誉和营业相联系的利益和优势,是经营中的一种吸引力。经济学上,商誉是企业存在的优越条件,是使其在未来时期获利能力超过可辨认资产正常获利能力的资本化价值。该商业价值一旦被不正当盗用,包括商标、字号、外观专利及其他商业外观在内的过分效仿,将对消费者及正常市场参与者产生损害,对该不正当竞争行为的制止 The essence and importance of the protection of commercial logos are goodwill, confusing the connection of goodwill with the suppression of unfair competition, and determining whether it is necessary to stop the misconduct of misappropriating goodwill. First, the goodwill British judge believes that goodwill can be easily described, but it is difficult to be defined. This is the benefit and advantage associated with a good name, reputation and business and is an attraction in business. In economics, goodwill is the superior condition for an enterprise to exist and is the capitalization value that makes it more profitable in the future than the normal profitability of identifiable assets. Once the commercial value is improperly misappropriated, over-copying, including trademarks, size, appearance patents and other commercial appearances, will harm consumers and normal market participants and stop the unfair competition.