商標商品化與商標使用

Abstract

商標商品化是商標侵害的非典型案件。商標商品化在我國已有為數眾多之法院判決， 但仍乏有系統的學術論述分析之。近來智財法院判決開始出現對於「商標使用」的分 析，有些案件儼然將商標使用當作商標侵害分析中的前置要件，以相同的看法適用於 商標商品化案件，則可能使此類案件偏離通常混淆誤認之虞的多因素分析方式。筆者 初步認為，以混淆誤認之虞為中心的商標侵害分析架構，最能適切地區別可被允許及 不可被允許的商品化情況。但若要以「商標使用」來作為分析此類案件的關鍵，則「商 標使用」的概念亦應隨著混淆誤認之虞概念的擴大而加以調整。

Cases of trademark merchandising are part of atypical trademark infringement cases. Taiwan’s courts have made numerous judgments on trademark merchandising, but Taiwan’s academia still does not have plenty of scholarly works on this topic. The Taiwan Intellectual Property Court recently made several decisions on the issue of trademark use, some of which consider trademark use as a prerequisite for trademark infringement. If the same test is applied to trademark merchandising cases, it might be possible that these cases could deviate from the traditional likelihood of confusion analysis. This article will argue that the likelihood of confusion analysis is the most appropriate test to distinguish permissible and non-permissible merchandising. However, if trademark use is employed as the key to this type of cases, the concept of trademark use should be broadened to reflect the modern approach of likelihood of confusion.