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品牌具有十分重要的经济功能,而从法经济学的角度来看,要实现品牌的经济功能就需要建构起完善的品牌法律保护制度。品牌的法律属性应当是商业标识权。在实施品牌战略背景下,我国应当通过对商业标识权的法律保护制度建设和完善来实现对品牌的法律保护。商业标识统一立法是我国实现对品牌予以良好的法律保护的较佳选择。
Brand has a very important economic function, and from the perspective of law and economics, to achieve the brand’s economic function requires the construction of a sound brand legal protection system. The legal attributes of the brand should be commercial identification rights. Under the background of implementing brand strategy, our country should realize the legal protection of the brand through the construction and perfection of the legal protection system of commercial identification rights. The uniform legislation of commercial marking is a better choice for our country to realize good legal protection for the brand.