你的名字？ 娛樂產業姓名名稱之權利保護—姓名權與商標權之衝突

Abstract

藝人與經紀人間結束合作關係後，爭執「藝名」及相關作品權利歸屬是娛樂產業常有的糾紛，然而我國實務尚未出現指標性判決。本文以「焦糖哥哥」商標與「蘇打綠」商標兩爭訟為引，檢視現行商標法對「藝名名稱商標」爭議所涉利益關係人的保護是否足夠。 姓名名稱商標具雙重性質，除商標權屬財產權性質外，源於姓名名稱使其亦涉及人格權利。由於藝人乃自願將人格特徵商品化，以及名人聲譽是團隊合作、投入巨量資源的成果，使得藝人與經紀公司爭執「藝名」權歸屬與使用權的議題更顯複雜。本論文認為，商標法屬於追求維護商業秩序的智慧財產權，原本就未通盤思考人格權保護之情境。因此，於藝人姓名名稱商標所涉爭議，吾人應承認商標法相關規定所預想情境乃避免他人藉由註冊著名自然人與法人姓名名稱攀附他人商譽；換言之，商標法立法者根本未將商品服務與該人格主體高度融合的狀況考量在內。針對藝人與經紀公司等間爭執「藝名商標」歸屬與使用權，商標法尚未對此類爭議所涉人格權與商標權衝突為價值決定。基於商標法與民法保護法益不同，應允許藝名名稱指向之人格主體援引民法對人格權的保護為主張，並允許於異議、評定等商標法特別救濟程序外，提起民事爭訟救濟，否則將有對姓名權保護不周之疑慮。 面對人格商品化現象，我國法院實務漸透過拓寬人格權內涵，或引用美國商業利用權(right of publicity)之法理，使姓名肖像遭人強制商業化的權利人得有所主張。惟礙於人格權源於人性尊嚴的傳統思維，致人格權經濟利益難以實現。本論文主張，於解決藝人與經紀公司間對「藝名」歸屬與利益之爭執，亦宜將人格的財產利益與人格的精神利益分別適用相對應之法理與規定。 本論文建議法院遇藝名名稱商標歸屬與使用權爭執時，宜以屬人性強度及使用情境作為個案權衡的雙尺規，用以判斷商標權歸屬與商標使用權。系爭藝名名稱與藝人人格密合度越高者越應該賦與其姓名權精神利益更完整的保護，使其得以使用以標示自我。另應就使用藝名商標之情境偏向人格權的精神利益或偏向人格權財產利益，異其保護強度。

This thesis explores the persona protection in the entertainment industry and especially focuses on names, stage names and band names. If well-known artists or band members once consented their agents to register their names, stage names or band names as trademarks, agents are the proprietors of the registered trademarks according to Taiwan Trademark Act. Proprietors have the exclusive right of the stage name trademark, and the period of the trademark right may be renewed every ten years. The ‘artist- stage name trademark-agent’ triangulation continued with success to avoid others to take unfair advantage of the goodwill attached to the trade, until the divorce between the artist and the agent. While the artist bring an end to an association with his/her agent, in the absence of any commercial agreement between the parties permitting continued use of stage name by the artist, the artist could be held to be infringing agent’s trademarks, despite he/she being ‘his/her’ names, so the agent appears to be in a strong bargaining position. The situation is even more grim for newcomers to the entertainment business since Taiwan Trademark Act seems only protect well-know names. This dispute is about the conflict between name and trademark. Stage names trademarks have double features. On the one hand, trademark right is property right. On the other hand, name as a kind of persona contains personality right. This thesis argues that lawmakers of Taiwan Trademark Act have not foreseen this new type of dispute between artists and agents, and artists should be allowed to invoke the provisions of personality right of civil code and have a chance to claim the right to use his/her name. At the same time, we should reassess the traditional definition of personality right, and acknowledge personality right nowadays refers to both spiritual interests and economic benefits. The thesis recommends the court two weighing scales while making decisions relate to the ownership of stage name trademark and the right of use of stage names. The first scale is the strength of personality; the second scale is the usage scenario of stage name trademarks. Suggestions for amendments of Taiwan Trademark Act and recommendations on improvement in the administrative process of trademark registration are provided.