房产服务商标为何能“管”到装修？解析驰名商标的跨类保护逻辑

Core Viewpoint - The case involving the "Beike" trademark highlights the importance of protecting well-known trademarks across different categories to maintain public trust and prevent unfair competition in the market [2][8]. Group 1: Case Background - Beike has established significant brand influence in the real estate service sector, with hundreds of service centers and millions of app downloads [3]. - The core dispute in the case was whether the use of the "Beike" trademark in renovation services infringed on its registered rights in real estate brokerage and online services [4]. Group 2: Court Ruling - The court recognized "Beike" as a well-known trademark and ruled that the defendant's actions constituted trademark infringement and unfair competition, ordering them to cease using the infringing mark and change their company name, along with compensating 200,000 yuan for economic losses and reasonable expenses [4][5]. Group 3: Criteria for Recognition of Well-Known Trademarks - The court's decision was based on the criteria for recognizing well-known trademarks, which allows for broader protection beyond registered categories to prevent public confusion and protect brand reputation [5]. - Factors considered included the trademark's recognition, promotional investments, and past protection records, confirming "Beike" as a well-known brand with significant public influence [5]. Group 4: Market Implications - The case underscores the natural consumer connection between real estate transactions and renovation services, indicating that consumers may easily confuse the two, which could lead to brand dilution [6]. - The ruling also clarifies the legal nature of using a well-known trademark as a company name, emphasizing that such actions can mislead the public and violate principles of good faith [7]. Group 5: Broader Significance - The implications of this case extend beyond a single victory for corporate rights, reinforcing the value of well-known trademarks and the necessity of accountability for infringement, thereby fostering a fair competitive environment [8][9].