著名商標之「著名」程度及適用於同一或類似商品（服務）之探討──從最高行政法院一○一年度判字第四七號判決及司法院一○二年度「智慧財產法律座談會」「行政訴訟類相關議題」第七號提案及研討結果談起

The Level of “Fame” in a Famous Trademark and Its Relevant Issues for Applying to Identical and Similar Goods (Services)

本文從著名商標保護規範的基本原理與規範目的出發，說明著名商標、特別是其稀釋規範於以消費者利益保障為核心概念之商標法制中所具有的例外、特殊地位，從而對於其相關規定之解釋與適用，實應有較諸一般混淆誤認之虞規範更高程度的要求。職是，著名商標稀釋規範自應恪遵其原有立法意旨與規範目的，對其商標著名程度之要求理當較諸其混淆誤認規範更高，且其適用對象亦應堅守於不類似商品（服務）領域，而不應及於同一或類似商品（服務）範疇。於此認知下，本文指摘出最高行政法院一○一年度判字第四七號判決及司法院一○二年度「智慧財產法律座談會」「行政訴訟類相關議題」第七號提案及研討結果之問題點，並說明其背後可能蘊含的錯誤認知。

This article, starting from the principles and regulatory objectives of famous marks’ protection, will illustrate the unique status of famous marks (especially the trademark dilution regulations) under the trademark legislations, which are centered on the protection of consumers’ interests. Therefore, the interpretation and application of relevant regulations shall be subject to stricter requirements, rather than the mere “likelihood of confusion.” In this way, the trademark dilution regulation should stick to its purpose, and the required extent of its “famousness” should be higher than the “likelihood of confusion.” Also, instead of identical or familiar goods or services, its application scope should only be restricted to those unfamiliar ones. Under this context, this article identified the potential problems lied in a 2012 Supreme Administrative Court judgment and the 2013 Intellectual Property Laws Colloquium and then illustrated the incorrect understandings behind these perspectives.