第二章 馳名商標的定義、發展與特殊保護
第二節 馳名商標的國際發展現況與特殊保護
第二節 馳名商標的國際發展現況與特殊保護
世界各國在與商標保護相關的法律中，有一個很重要的原則，亦即「地域性原則」
（principle of territoriality）。所謂地域性原則根本上是指一國主權之行使，僅及於一國 的主全範圍內，套用在商標法上，則是指商標權人在一國內取得之商標保護將僅限於 所主任 Mr. Christopher Heath）。
24 WIPO，Treaties Statistics for Paris Convention for the Protection of Industrial Property, available at:
http://www.wipo.int/treaties/en/statistics/StatsResults.jsp?treaty_id=2 (last visited July 5th, 2011).
25 Paris Convention for the Protection of Industrial Property Article 6bis (Marks: Well-Known Marks), available at :http://www.wipo.int/treaties/en/ip/paris/trtdocs_wo020.html#P151_21198 (last visited Juky 5th, 2011)
(1) The countries of the Union undertake, ex officio if their legislation so permits, or at the request of an interested party, to refuse or to cancel the registration, and to prohibit the use, of a trademark which constitutes a reproduction, an imitation, or a translation, liable to create confusion, of a mark considered by the competent authority of the country of registration or use to be well known in that country as being already the mark of a person entitled to the benefits of this Convention and used for identical or similar goods. These provisions shall also apply when the essential part of the mark constitutes a reproduction of any such well-known mark or an imitation liable to create confusion therewith. (Emphasis added)
(2) A period of at least five years from the date of registration shall be allowed for requesting the cancellation of such a mark. The countries of the Union may provide for a period within which the prohibition of use must be requested.
(3) No time limit shall be fixed for requesting the cancellation or the prohibition of the use of marks registered or used in bad faith.
9 護的範圍，仍以在「相同類別」（identical goods）或「類似商品」（similar goods）為限。
至於其就馳名商標之保護方式，則包括駁回（refuse）、撤銷（cancel）造成混淆之虞 的後申請商標之註冊，以及禁止使用（prohibit the use）該商標。最後，為了確保跨國 保護之成功，該公約亦不考慮會員國之間在馳名商標保護制度之異同，而要求會員國
（goods or service），而其使用有致混淆之虞者。凡使用相同標識於相同商
26 WIPO, Trade Related Aspect of Intellectual Property, Section 2 (Trademarks), Article 16, available at:
http://www.wto.org/english/tratop_e/trips_e/t_agm3_e.htm#2 (last visited July 5th, 2011)
1. The owner of a registered trademark shall have the exclusive right to prevent all third parties not having the owner's consent from using in the course of trade identical or similar signs for goods or services which are identical or similar to those in respect of which the trademark is registered where such use would result in a likelihood of confusion. In case of the use of an identical sign for identical goods or services, a likelihood of confusion shall be presumed. The rights described above shall not prejudice any existing prior rights, nor shall they affect the possibility of Members making rights available on the basis of use. (Emphasis added)
2. Article 6bis of the Paris Convention (1967) shall apply, mutatis mutandis, to services. In determining whether a trademark is well-known, Members shall take account of the knowledge of the trademark in the relevant sector of the public, including knowledge in the Member concerned which has been obtained as a result of the promotion of the trademark. (Emphasis added)
3. Article 6bis of the Paris Convention (1967) shall apply, mutatis mutandis, to goods or services which are not similar to those in respect of which a trademark is registered, provided that use of that trademark in relation to those goods or services would indicate a connection between those goods or services and the owner of the registered trademark and provided that the interests of the owner of the registered trademark are likely to be damaged by such use. (Emphasis added)
10
品或服務者，推定有混淆之虞。前揭權利不得損及任何既存之權利，亦不 得影響會員國基於使用而賦予權利之可能性。
（二）1967 年巴黎公約第六條之二之規定準用於「服務」。決定某一商標是否為 著名商標，會員國應考慮該商標在相關行業之知名度，包括對該商標「促 銷」（promotion）而在相關會員國間形成之知名度。
（三）1967 年巴黎公約第六條之一之規定於使用他人註冊商標於「非類似」（not similar）該商標所指定使用之商品和服務時，準用之。但該商標於不同商品 或服務之使用造成與註冊商標專用權人間之聯想，致商標專用權人之利益 有因該使用受到侵害之虞者為限。
就該條文觀之，其相較於巴黎公約有幾個重要的變革。首先，其將巴黎公約中，
原本馳名商標僅及「商品」（goods）的保護放寬至「服務」（service）；其次，其也將 其也將巴黎公約中原本僅及於「相同」（identical）或「類似」（similar）的範疇，擴大 到「非類似」（not similar）商品或服務；最後，該條文明確表示馳名商標之認定，應 取決於該商標於各該會員國的知名度和相關「促銷」（promotion）活動，且不問著名 商標權人是否在該國使用該商標。
惟須注意者是，WIPO的會員國於 1999 年 11 月又針對馳名商標簽訂了「關於著 名商標保護規定聯合備忘錄」，27就TRIPs中如何認定馳名商標的細節加以補充，例如，
該備忘錄列舉了如何在會員國中判斷商標是否馳名的因素、何謂相關公眾（the relevant sector of public）的定義等，使得各會員國在TRIPs的執行上更有所本，也因此讓馳名 商標受到更為完整的保護。
參、小結
巴黎公約在馳名商標的保護上，給予商標權人一種傾斜式的保護，亦即，除了註 冊商標之外，其也將未註冊的馳名商標列入了國際公約的範疇，將馳名商標保護範圍 極大化；另一方面，TRIPs 則是將巴黎公約的保護範圍再度擴大，將「非類似」商品 以及「服務」均一起列入保護。類此的特殊保護，將可以幫助商標權人在取得馳名商 標的認定之後，在這兩個公約的會員國市場中無往不利，除了可以用來對抗競爭對手 之外，更能進一步建立起自身的品牌價值。
值得注意的是，這兩個國際性公約在賦予馳名商標保護時有一個共通的隱含性特
27 「 WIPO 關 於 著 名 商 標 保 護 規 定 聯 合 備 忘 錄 」 ， 請 參 照 經 濟 部 智 財 局 網 站 ， available at:
http://www.tipo.gov.tw/ch/AllInOne_Show.aspx?guid=dbd86ef3-7ffc-4db3-bbd0-2d3f0967d7c6&lang=zh-tw
&path=1031 （last visited July 5th, 2011）
11
質，亦即「個案保護」和「被動保護」。換言之，商標權人只有在商標侵權糾紛發生時，
才會被動請求相關主管機關或法院認定馳名商標受侵害，進而獲得特定保護，而非由 主管機關在事前就針對某個商標是否馳名來加以認定。由於這特性會涉及到本論文以 下針對中國馳名商標認定程序相關議題的討論，故在此合先敘明。
12