Protection of Well-Known Trademarks under the Internet

Abstract

As the digital age advances, many trademark registrants have utilized the Internet as a medium to increase the visibility of their trademarks and brands, thereby obtaining greater benefits compared to traditional methods of trademark display, such as physical advertisements and television broadcasts. However, the Internet has also expanded the forms of trademark infringement while breaking down the territorial protection limitations of traditional trademark rights. Well-known trademarks, due to their own popularity and prominence, make them the first target of intellectual property infringement in the Internet environment. And due to the lag in legislation, the trademark infringement caused by the Internet will encounter obstacles in the process of defending rights. Therefore, this paper analyzes the protection of well-known trademarks in the context of the Internet by means of theoretical analysis and overview analysis. At the same time, it takes the problems expected in the protection of well-known trademarks in China as an example and provides corresponding measures to solve the problems. Relative protection is adopted for unregistered well-known trademarks, and with their own higher goodwill and trademark value, well-known trademarks should be given special protection. Extending the protection of well-known trademarks to the network environment is the inevitable development trend of well-known trademark protection.