本文選題：商標(biāo)品牌價(jià)值 + 商譽(yù)培育��； 參考：《華東政法大學(xué)》2014年碩士論文

【摘要】：“屬于上帝的當(dāng)歸于上帝，屬于凱撒的當(dāng)歸于凱撒”。盡管這只是一段討論宗教與政治間關(guān)系的法律名言，但它同時(shí)也非常清楚、簡(jiǎn)潔地揭示了商標(biāo)法律關(guān)系中商標(biāo)品牌價(jià)值培育者與商標(biāo)品牌所有者之間因智力投資和物質(zhì)投資所產(chǎn)生的承載于商標(biāo)品牌之上的權(quán)益分配關(guān)系的正義性。 2012年，iPad案、“王老吉”案轟動(dòng)全國(guó)，有關(guān)商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)問(wèn)題的爭(zhēng)論在理論界激起了強(qiáng)烈反響。這一問(wèn)題逐漸成為了商標(biāo)法律實(shí)踐中所不可忽視的內(nèi)容。 因此，本文以iPad商標(biāo)糾紛案、“王老吉”系列知識(shí)產(chǎn)權(quán)糾紛案所引發(fā)的法律爭(zhēng)議為線索，以商標(biāo)理論與民法理論為依托，以理論探討與制度研究為基礎(chǔ)，提出對(duì)于商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)的模式選擇。 本文的總體思路是：從商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)問(wèn)題的產(chǎn)生入手，討論對(duì)商標(biāo)品牌價(jià)值培育者權(quán)益進(jìn)行保護(hù)的正當(dāng)性與必要性，分析相關(guān)問(wèn)題的成因，并探討相應(yīng)的解決思路，進(jìn)而提出商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)的立法構(gòu)想。具體而言，本文依據(jù)此思路分四章來(lái)進(jìn)行論述： 首先，第一章“商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)失衡問(wèn)題的提出”，將以2012年轟動(dòng)一時(shí)的“中國(guó)商標(biāo)第一案”王老吉商標(biāo)糾紛與引起學(xué)界廣泛關(guān)注的iPad商標(biāo)糾紛案為切入點(diǎn)，對(duì)兩起典型案例的法律爭(zhēng)議進(jìn)行分析，從而引起對(duì)于商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)問(wèn)題的討論，，為后文的論述鋪展前提。 其次，第二章“商標(biāo)品牌價(jià)值及其培育者相關(guān)概念的法理解讀”與第三章“商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)的正當(dāng)性與必要性”是對(duì)商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)問(wèn)題的具體理論分析。第二章鋪陳基礎(chǔ)，對(duì)商標(biāo)品牌價(jià)值、商標(biāo)品牌價(jià)值培育者等概念進(jìn)行界定，隨后在事實(shí)歸納的基礎(chǔ)上指出商標(biāo)品牌價(jià)值培育者與商標(biāo)權(quán)人權(quán)益沖突的實(shí)質(zhì)。第三章承接第二章對(duì)于二者間權(quán)益沖突實(shí)質(zhì)的論述，并以“后發(fā)商譽(yù)”這一新型理論的內(nèi)涵、界定與實(shí)踐應(yīng)用為向?qū)�，輔以對(duì)“商譽(yù)移植”、“知名商品裝潢知識(shí)產(chǎn)權(quán)權(quán)益歸屬”等理論熱點(diǎn)的分析，實(shí)現(xiàn)對(duì)于商標(biāo)品牌價(jià)值培育者權(quán)益受保護(hù)之法律基礎(chǔ)的全面解讀。 最后，第四章“商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)模式選擇與機(jī)制構(gòu)想”，本文從權(quán)利并存使用、契約行為指導(dǎo)、財(cái)產(chǎn)權(quán)益保護(hù)三個(gè)角度提出模式設(shè)想。在三條思路下對(duì)商標(biāo)品牌價(jià)值培育者的權(quán)益保護(hù)機(jī)制進(jìn)行構(gòu)建，以期實(shí)現(xiàn)法律實(shí)踐中對(duì)于商標(biāo)品牌價(jià)值培育者權(quán)益保護(hù)問(wèn)題的有效解決。
[Abstract]:What belongs to God, and what belongs to Caesar. Although it is only a maxim to discuss the relationship between religion and politics, it is also very clear. It briefly reveals the justice of the equity distribution relationship between trademark brand value cultivator and trademark brand owner based on intellectual investment and material investment in trademark legal relationship. The case of Wang Laoji caused a stir all over the country, and the controversy about the protection of the rights and interests of the cultivators of trademark brand value aroused a strong response in the theoretical circle. This problem has gradually become the content that can not be ignored in the practice of trademark law. Therefore, this article takes the case of iPad trademark dispute, the series of intellectual property disputes of "Wang Laoji" as the clue, the trademark theory and the civil law theory as the basis, the theoretical discussion and the system research as the foundation. This paper puts forward the choice of the mode of protecting the rights and interests of the brand value cultivator. The general idea of this paper is: starting with the emergence of the protection of the rights and interests of the trademark brand value cultivators, this paper discusses the legitimacy and necessity of protecting the rights and interests of the trademark brand value cultivators, and analyzes the causes of the related problems. It also discusses the corresponding solutions, and then puts forward the legislative conception of trademark brand value cultivator's rights and interests protection. Specifically, this article is divided into four chapters according to this idea: first, the first chapter, "Trademark brand value cultivator's rights and interests protection imbalance proposed", Starting from the "China Trademark first case" in 2012, Wang Laoji's trademark dispute and the iPad trademark dispute that has aroused widespread attention in academic circles, the author will analyze the legal disputes in two typical cases. Therefore, the discussion on the protection of trademark brand value cultivator's rights and interests will pave the way for the later discussion. Secondly, The second chapter, "legal interpretation of the related concepts of trademark brand value and its cultivator" and the third chapter, "the legitimacy and necessity of the protection of trademark brand value cultivator's rights and interests", are the specific theoretical analysis of the protection of trademark brand value cultivator's rights and interests. The second chapter lays the foundation, defines the concepts of trademark brand value and trademark brand value cultivator, and then points out the essence of the conflict between trademark brand value cultivator and trademark owner on the basis of the facts. The third chapter follows the second chapter to discuss the essence of the conflict of rights and interests between the two, and with the connotation of the new theory of "late-developed goodwill", the definition and practical application as the guide, supplemented by "goodwill transplantation". The analysis of the theoretical hotspots such as "ownership of intellectual property rights and interests of well-known commodity decoration" realizes a comprehensive interpretation of the legal basis for the protection of the rights and interests of the cultivators of trademark brand value. Finally, the fourth chapter "trademark brand value cultivator's rights protection mode choice and the mechanism conception", this article from the rights co-use, the contract behavior guidance, the property rights and interests protection three angle proposed the pattern assumption. In order to realize the effective solution to the protection of trademark brand value cultivator's rights and interests in legal practice, this paper constructs the protection mechanism of trademark brand value cultivator's rights and interests under three train of thought.
【學(xué)位授予單位】：華東政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D923.43;D922.294;D923

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