公帄交易法第二十條尌仿冒「表徵」或外國商標之相關事宜加以規範，而在服裝產業中，「表徵」之應用十分廣泛且普及，各品牌之廠商皆努力發展屬於其品牌形象與精神之「表徵商品」或代表性商品。本研究之目的，在於由產業界廠商觀點出發，實際與服裝產業之廠商與品牌銷售人員接觸，了解企業實務經營與行銷時「表徵」之作用與商業策略，探討廠商對於「表徵」之觀點與所保持之態度，進而了解實務與法律規範之落差，期待能夠針對廠商與主管機關提出與業界現況貼切之結論與建議。 本研究利用品牌廠商深度訪談與各品牌銷售人員問卷調查相輔相成而歸納出以下結論：(一)服裝廠商訪談應證「表徵」存在之必要性與追求性；(二) 服裝品牌銷售人員訪談應證廠商與「表徵」之關係影響其品牌發展策略；(三) 擁有與企圖追求「表徵」之品牌競爭力高於不欲追求「表徵」之品牌。 本文根據上述結論對公帄會提出政策建議: (一) 公帄會應擬定幫助廠商追求「表徵」以發展品牌之政策；(二) 公帄會應幫助廠商往獲得「表徵」之結果邁進；(三) 公帄會應擴大認定服裝或商品之「表徵」的範圍；(四) 整合公帄會與智慧局之認定便利廠商追求「表徵」。 Unfair Competition Law §20 regulates symbol and foreign trademark. In attire industry, symbols are applied widely and generally. Every firm in this industry is dedicated to develop symbolic goods which represent its spirit and image. The purpose of this thesis is to observe the understanding and attitude of symbol on the firm’s perspective and to bring up some feasible suggestions about how to eliminate the gap between practice and theory. We interview the managers and the clerks of attire brands to collect information. The conclusions of this research are: (1) Interviews with attire brand managers prove that symbol is essential and deserved to pursue. (2)Whether the attire brand has or decides to pursue symbol or not will affect its business strategy. (3) The brands with symbol and the brands with the business strategy to pursue symbol have superiority over the brands without symbol. The suggestions to FTC are on the basis of above conclusions: (1) FTC should set a policy that FTC will help attire brands to develop their brand value by pursuing symbol. (2) FTC should help attire brands to pursue their own symbols. (3) FTC should widen the range of Unfair Competition Law §20 presumption of attire brand goods. (4) The presumptions of attire brand goods of FTC and IPO should be integrated for helping attire industry pursue symbols.
