暨南学报(哲学社会科学版)

作者：谢晴川

单位：南开大学法学院,法学博士。

关键词：商标法,商标质量,不良影响,品牌价值,显著性

基金：天津市社会科学规划青年项目“知识产权客体‘影子’要件研究”(批准号:TJFXQN18-001);中央高校基本科研业务费青年教师一般资助项目“形态商标立法困境应对研究”(批准号:63192244)。

提高知识产权质量已成为我国共识,但知识产权战略规划和理论研究中存在商标质量的定义困境,商标质量与品牌价值、显著性等相邻概念之间的边界也较为模糊。通过借鉴相关品牌理论,从商标的符号结构入手分析可知商标质量能够从技术创新视角进行定义,具体包括商标标志的技术创新质量与商标权的技术创新质量。近年来引发较多争议的“低格调”商标申请往往属于对商标标志质量的异化诠释。相关法律规制则过多地侧重于运用商标法律制度引导整个社会的道德观念,结果超越了现有商标法律制度的规范局限,并且在一定程度上忽视了对商标标志质量的宏观引导。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["天津市社会科学规划青年项目“知识产权客体‘影子’要件研究”(批准号:TJFXQN18-001);中央高校基本科研业务费青年教师一般资助项目“形态商标立法困境应对研究”(批准号:63192244)。"],"article":{"keywordList_cn":["不良影响","品牌价值","商标法","商标质量","显著性"],"juan":"41","zhaiyao_cn":"提高知识产权质量已成为我国共识,但知识产权战略规划和理论研究中存在商标质量的定义困境,商标质量与品牌价值、显著性等相邻概念之间的边界也较为模糊。通过借鉴相关品牌理论,从商标的符号结构入手分析可知商标质量能够从技术创新视角进行定义,具体包括商标标志的技术创新质量与商标权的技术创新质量。近年来引发较多争议的“低格调”商标申请往往属于对商标标志质量的异化诠释。相关法律规制则过多地侧重于运用商标法律制度引导整个社会的道德观念,结果超越了现有商标法律制度的规范局限,并且在一定程度上忽视了对商标标志质量的宏观引导。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=6366","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=6366","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2019/V41/I12/45","qi":"12","id":6366,"nian":2019,"bianHao":"2019-12-45","zuoZheEn_L":"XIE Qingchuan","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2019","shouCiFaBuRiQi":"2019-12-03","qiShiYe":"45","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2019/V41/I12","lanMu_cn":"民商法","pdfSize":"777","zuoZhe_CN":"谢晴川","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=6366","title_cn":"论商标质量的法学定义与法律引导","jieShuYe":"56","keywordList_en":["adverse effect","brand value","distinctiveness","trademark law","trademark quality"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=6366","zhaiyao_en":"The idea of improving Chinese IP quality has been widely recognized in China. However, defining the concept of trademark quality seems be a problem in recent national IP strategic planning and academic research. The boundaries between “trademark quality” and neighboring concepts such as “brand value” and “distinctiveness” remain vague. Inspired by brand theories and semiotic research approach, trademark quality could be defined from a technological perspective. It reveals the fact that creativity-perspective trademark quality includes the quality of mark-design and the quality of exclusive right. Those so-called “possibly immoral” trademarks could be interpreted as an alienation interpretation of mark-design quality improvement. 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来源：2019年第12期

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