本文從商標或標章、特別是著名商標或標章於現今社會經濟生活中所具有的來源表彰、品質保證、廣告宣傳及投資功能等出發，析論可藉由對商標或標章健全且完整的法律保護機制之設計，鼓勵、促進我國企業從事自有品牌的建立，並因此而加速我國產業升級及經濟發展之腳步。惟經檢視國際條約及規範對於著名商標保護規範之內容，再對照以我國現行商標法、公平法關於著名商標之侵權規範內容，卻發現我國現行法制存在重大的規範缺失及漏洞，不僅有必要立即藉由公平法第25條的擴張解釋，以補充該等規範漏洞的不足，未來並有必要檢討是否對包含商標法及公平法在內的商標、標章保護，從整合性觀點予以全盤修正。於此修正過程中，必須要釐清、矯正的傳統錯誤認知及概念為：（1）不當區分註冊商標、未註冊標章之法律地位及效力；（2）不必要區分狹義混淆及廣義混淆二者混淆誤認之虞概念，並對其法律地位及規範效力，予以不必要的區隔。此二種不當的錯誤認知及概念思維，不論未來修法與否，皆有必要早日加以澄清及矯正，以對行政機關及法院實務運作產生正面回饋效應，促進我國整體商標及標章法制實務運作的正確、正常且健全之發展。

This article starts from the commendation, quality assurance, advertising and investment functions of trademarks or marks, especially well-known trademarks or marks in today’s social and economic life. The analysis can be based on the soundness and integrity of trademarks or marks. The design of the legal protection mechanism encourages and promotes the establishment of private brands in China and accelerates the pace of industrial upgrading and economic development in China. However, after reviewing the contents of international treaties and norms on the protection of well-known trademarks, and comparing the content of the infringement norms of well-known trademarks with China’s current trademark law and fair law, we found that there are major regulatory deficiencies and loopholes in China’s current legal system. With the expanded interpretation of Article 25 of the Fair Law to supplement the shortcomings of these regulatory loopholes, it is necessary to review whether the protection of trademarks and seals including the Trademark Law and the Fair Law will be comprehensively revised from an integration point of view. In this amendment process, the traditional misconceptions and concepts that must be clarified and corrected are: (1) improper distinction between the legal status and effectiveness of registered trademarks and unregistered marks; (2) it is not necessary to distinguish between narrow confusion and broad confusion. The concept of misidentification is confused, and its legal status and normative effect are unnecessarily distinguished. These two kinds of improper misconceptions and conceptual thinking need to be clarified and corrected as soon as possible regardless of future revision of the law, in order to have a positive feedback effect on the practical operation of administrative agencies and courts, and promote the overall operation of China’s overall trademark and labeling legal system. Correct, normal and sound development.