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商标淡化指商标的显著性特征以及商标的内在价值因他人无正当理由的使用而遭到削弱或降低的现象,有弱化、恶化、退化三种表现形式。虽然存在着传统的商标混淆理论与现代的商标淡化理论的争议,但前者对于不会引起混淆的擅用商标不当获利的“搭便车”现象显然无能为力,无法取代后者。从驰名商标到著名商标,再到声誉商标;从非竞争性的商品与服务到竞争性的商品与服务;从淡化与混淆的分离到二者的有效结合;美、法、欧共体、WTO都有自己独特的实践。切合我国国情,商标反淡化对象应确定为驰名商标;范围只考虑非竞争性的商品与服务;增加商标被淡化为通用名称的救济措施;规定商标的合理使用权。
Trademark dilution refers to the salient features of a trademark and the weakening or reduction of the intrinsic value of the trademark due to the unwarranted use by others. There are three manifestations of weakened, deteriorated and degraded. Although there is a dispute between the traditional theory of trademark confusion and the modern theory of trademark dilution, the former is apparently powerless and can not replace the “free-riding” phenomenon that does not cause any confusion of misleading profits. From well-known trademarks to well-known trademarks, to reputable trademarks; from non-competitive goods and services to competitive goods and services; from the separation of dilution and confusion to the effective combination of the two; the United States, France, the European Community, the WTO Have their own unique practice. In line with China’s national conditions, the object of trademark anti-dilutive should be identified as well-known trademark; range only consider non-competitive goods and services; increase the trademark is down to the common name of the relief measures;