Analysis of the prior rights in Article 32 of the Trademark Law——Take the "QIAODAN" trademark infringement case as an example
浅析《商标法》三十二条中的在先权利——以“乔丹”商标侵权案为例

摘要

在当代社会,自然人尤其是公众人物的姓名、肖像、艺术形象等人格标识的商业化利用现象已屡见不鲜，尤其在商标领域，当某个人物突然爆红，随之而来的是各个商家立马将该名人的姓名申请注册成为商标，很明显这种注册行为不是由于这个姓名本身是多么具有美感，而是看中了该姓名背后的巨大的经济利益，有学者提出“名人就是人格化的商标”。本文将以“乔丹”商标侵权案为例，来浅析在先姓名权与公开权。

Abstract

In the present moment, the commercial use of personalityidentification such as the names, portraits, and artistic images of natural persons, especially in the field of trademarks, when a certain figure suddenly popular, the merchant was moved by the wind and immediately applied for the name of the celebrity to be registered as a trademark, it is obvious that this registration behavior is not because of how beautiful the name itself is, but the huge economic interests behind the name, some scholars have proposed that "celebrities are trademarks of personification". This article will take the "QIAODAN" trademark infringement case as an example to analyze the prior name rights and publicity rights.