Research On The Legal Questions Of Well-known Trademark Anti-dilution

It is well-known that "purchasing products of famous brand" has been the main trend of consumption. And for keeping the pace with the trend of consumption, numerous enterprises continuously make strategy of globalizing their trademarks. But what is famous brand? It is the popular name of well-known trademark what we call it in daily life. While, what’s the reason do so many people want to purchase the products of famous brand? That’s because the market position of the well-known trademark and the quality of its products. Meanwhile, why do more and more enterprises begin to pay more attention to nurture their brands? The main reason is that the well-known trademark has infinite commercial value. Its value can bright great economic interest to the owner or the obligee of the well-known trademark. But its value also excite the interest of some businessmen who chase excessive profit. They make great use of all kinds of methods to take advantage of other enterprise’s well-known trademark to popularize and sell their own products. During this procedure, their behavior brings very bad influence to the well-known trademark and its owner or obligee, which may continuously weaken the conspicuousness and the function of distinguishment of the well-known trademark, and make the holder or the obligee of the trademark bear irreparable loss.Considering the great brand equity of the well-known trademark and the serious harmfulness of trademark dilution, I, the author, intend to introduce the case of trademark infringement of ZIPPO. From this case, I will deeply study these topics, such as well-known trademark dilution, the object of dilution, the pattern of manifestation of dilution and so on, by using the methods of case analysis, comparative study and documents research. Finally, by learning the domestic and overseas legislation about anti-dilution and considering the situation of our country, the author make some suggestions to construct and consummate the system of well-known trademark anti-dilution. The author hope that this thesis can help more and more people know the legal questions of the well-known trademark dilution to realize the importance of the well-known trademark anti-dilution and make suggestions to perfect the system of the well-known trademark anti-dilution of our country.