Research On The Legal Problem In The Commercialization Rights Of Personality Logo

In modern society, the practice of using valuable attributes of personality inmerchandising is increasingly common, especially in famous people. Businessesalways take use of celebrity name, portrait personality or part of image to helpproduct promotion and promote product sales. At the same time, it appears actionsthat violate the commercialization right of personality logo. Some businesses usecelebrity personality to commercial publicity without their agreed. According toChina’s current legislation, only concrete personality make provisions to portraitpersonality, name personality and so on. Moreover, the prescript content is relativelynarrow so that they cannot fully protect the economic benefits inherent in the right ofpersonality logo. Therefore, in addressing these infringement disputes, obligee isunable to protect right of themselves through specific law provisions. The absent ofthe law contribute to the infringement. In order to protect the interests of obligee’spersonality and maintaining market order, it is a problem to be solved now thatimprove the legal protection of the commercialization rights of personality logo. Sothis paper study the issue involving the commercialization rights of personality logo,and based on the existing research in legal cicles as well as integrating anthor’sopinions. The paper start on the legal issue of the commercialization rights ofpersonality logo from theoretical and empirical perspective to find out perfectsuggestions on legal protection of the commercialization rights of personality logo.