摘 要

本文主要以姓名权和商标权为主要研究对象，旨在以新时代背景下名人姓名权与商标权的冲突为视角，将通过案例分析法和文献研究法，研讨如何更好的保护姓名权。本文将详细分析“乔丹”商标案庭审过程的几个焦点问题，通过解答这些问题一步步分析出乔丹体育公司侵犯了再审申请人乔丹的在先姓名权。近年来姓名权与商标权冲突不断，会分析比较出名几个相近案例和我国现行可以保护姓名权的法律，阐述我国姓名权保护机制，通过对比国外保护姓名权的先进经验，找出我国现在姓名权保护体系中不足的地方。最后提出几种姓名权保护的新规则，包括将姓名权综合化和创设一种商品化权，来更好地保护名人姓名权。

关键词：姓名权；商标权；形象权

Abstract

This paper mainly takes the right of name and trademark as the main research object, aiming to the conflict between the name of celebrity and trademark right in the background of the new era, through case analysis and literature research method, discusses how to better protect the right to name. This paper will analyze the focus of the trial process of " Jordan" trademark case, through solving these problems, Michael Jordan sports company has violated the prior right of name of Michael Jordan. In recent years, the conflict between the right of name and trademark rights, will analyze and compare several similar cases and the current law in China to protect the right to name, expounds the protection mechanism of the right of name in China, by comparing the advanced experience of protecting the right of name abroad, find out the deficiencies in the system of protection of the right to a name. Finally, several new rules of the protection of name protection, including the integration of the right to name and the creation of a merchandising right to better protect the name of the right of celebrity.

Kay Words: right of names; right of trade mark; right of publicity

目 录

摘要.............................................................................I

Abstract …………………………………………………………………………II

绪论 ....................................................................1

1.“乔丹”商标案庭审分析................................................2

1.1“乔丹”二字是否是姓名权客体.......................................2

1.1.1姓名权概念.........................................................2

1.1.2中文“乔丹”是否受姓名权保护.........................................2

1.2 公众是否认为争议商标与乔丹先生有联系.............................3

1.2.1 商标权概念............................................................3

1.2.2争议商标与申请人乔丹先生的联系..........................................3

1.3 “乔丹”商标是否侵害乔丹先生的姓名权..................................4

1.4 乔丹体育公司是否具有主观恶意........................................4

1.5 乔丹先生是否怠于行使权利........................................4

2.“乔丹”商标案判决分析..................................6

2.1商标权与在先权利....................................6

2.2 姓名权与商标权发生冲突的原因..............................7

3. 分析姓名权与商标权类似冲突案例..................................9

4. 我国现有保护姓名权的法律和国外先进经验..................................11

4.1 我国现行保护姓名权的法律..................................11

4.1.1《民法通则》关于姓名权的规定以及基本原则的适...........................11

4.1.2《商标法》及司法解释关于姓名权的规定..................................11

4.1.3《反不正当竞争法》关于姓名权的规定.................................12

4.1.4《侵权责任法》关于姓名权保护的规定..................................13

4.2国外先进经验.............................................13

5. 对姓名权保护新规则的探讨..................................14

5.1 视姓名权为综合性性权利..................................14

5.2 商品化权............................................14

结论.......................................................................．．．16

参考文献...................................................................17

致谢...........................................................................．18

绪 论