Global Brand Dilution dan Pengakuan Internasional: Harmonisasi Perlindungan Merek Terkenal dalam TRIPS Agreement dan Madrid Protocol
DOI:
https://doi.org/10.52249/ilr.v6i1.671Keywords:
pengenceran merek global, merek terkenal, perjanjian TRIPS, protokol madrid, perlindungan merek dagang internasionalAbstract
Fenomena global brand dilution semakin signifikan dalam konteks perdagangan internasional dimana merek-merek terkenal menghadapi risiko penyalahgunaan dan eksploitasi yang merugikan nilai merek di pasar global. studi ini menganalisis harmonisasi perlindungan hukum terhadap well-known marks berdasarkan ketentuan agreement on trade-related aspects of intellectual property rights (trips agreement) dan sistem pendaftaran internasional melalui madrid protocol. trips menetapkan standar minimum perlindungan hak kekayaan intelektual bagi negara anggota wto, termasuk kewajiban memberikan proteksi terhadap merek terkenal yang dapat diperluas ke barang/jasa yang tidak sejenis apabila penggunaan tanpa izin dapat merugikan pemilik merek (misalnya dilusi dan free-riding) serta menerapkan prinsip nondiskriminatif antar anggota wto. selain itu, madrid protocol sebagai bagian dari sistem internasional pendaftaran merek yang dikelola oleh wipo memungkinkan pemilik merek memperoleh perlindungan multi-negara melalui satu aplikasi pusat tanpa mengurangi substansi hak yang diakui di tiap yurisdiksi. namun, perbedaan pendekatan antara kewajiban perlindungan minimum trips dan mekanisme pendaftaran madrid menimbulkan tantangan konsistensi implementasi dalam hukum nasional. temuan penelitian menunjukkan bahwa untuk mengatasi dilusi merek secara efektif, harmonisasi normatif dan operasional antara trips, madrid system, serta legislasi nasional diperlukan, dengan penekanan pada mekanisme pengakuan well-known marks, kriteria pembuktian reputasi merek, dan prosedur penegakan hukum yang adaptif terhadap dinamika pasar global.
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