Abstract: The 2026 Amendment to the Trademark Law introduces systematic revisions to the well-known trademark regime, marking a paradigmatic turning point in the development of Chinese well-known trademark regime.It provides a normative foundation for addressing long-standing issues such as institutional alienation, adjudicative imbalance and insufficient cross-border protection.On the basis of continuing the previous reform direction, this revision has achieved a paradigm shift from honorary titles to marking symbols, from registration-based to goodwill-based, and from territorialism to exceptions to territorialism in the ontology dimension, value dimension and spatial dimension, respectively.Paradigm shift is a long-term systematic project.Currently, the protection of well-known trademarks is still in the stage of adaptation and deepening of paradigm shift, and there are still some unfinished businesses that need to be further completed in the future.

Key words: The Amendment to the Trademark Law, Well-Known Trademarks, Good-will, Dilution, Territorialism.

摘要： 2026年《商标法》对驰名商标制度作了体系化修订,这是我国驰名商标制度发展历程中具有范式革命意义的制度拐点,为破解长期存在的制度异化、裁判失衡、跨境保护不足等难题提供了规范基础。此次修订在延续以往改革方向的基础上,在本体维度、价值维度、空间维度,分别实现了从荣誉称号回归标记符号、从注册本位到商誉本位、从严格地域性到地域性突破的范式转型。范式转型是长期系统性工程,当前,驰名商标保护仍处于范式转型的磨合与深化阶段,尚有一些未竟之业,有待未来进一步完成。

关键词: 商标法修改, 驰名商标, 商誉, 商标淡化