历史演进与当代启示:商标与商誉关系新探——以英美普通法实践为考察中心

现代商标制度的建立以商标财产观为核心,商标法的形成实质是商标财产化的一幅镜像。在商标财产化的进程中,商誉与商标的关系一直纵横交错。商誉从一个商业概念成为商标财产本体的认知历经百年,普通法法官在司法实践中不断寻找商誉在商标法上的合适位置。商誉是商标财产本体的论述符合知识产权信息理论。但是,商誉作为一种财产也面临着定义困难、评估复杂以及常常与商标意涵重叠的问题。随着现代营销策略的推广,商标的财产价值离不开商誉,商誉的财产价值却不限于商标。

Historical Evolution and Contemporary Revelation:A New Probe into the Relationship between Trademarks and Goodwill Centered on the Common Law Practice

The modern system of trademark is established centered on the core concept of trademark property. The formation of the trademark law is like a mirror of development process of the trademark prop-erty during which the relation between goodwill and trademark have been entangled. Upon hundreds of years’ cognition, Goodwill has transformed from a business concept into the trademark property ontology, and judges in the common law system have been searching the appropriate position for the trademark law in the judicial practice. The statement that goodwill is the trademark property ontology conforms to the theory of intellectual property information. However, as property, goodwill is difficult to define and its evaluation is complex. The conceptual overlapping often happens between goodwill and trademark. With development of modern marketing strategy, the property value of trademark cannot do without goodwill and the property value of goodwill is not limited to trademark.