TRADEMARK
As a common intellectual property, trademarks can be seen everywhere in our life.
Customers can distinguish products by trademark and choose the brand they trust. If a company have a good trademark, it will help itself make enterprise image and create enterprise brand.
A good trademark has immeasurable value, while the evaluation of trademark value is uncertain. The value of a trademark will change with its popularity, enterprise operation and market demand.
In recent years, enterprises have begun to pay more attention to trademarks, and there are many cases of high-priced trademarks in the trademark market.
Typical Cases
Trademark “芈月”
----RMB1,000,000
Wang Chao, a man from Zhengzhou, spent around 4,000 yuan to register the trademark "Miyue", because he wanted to open a cake shop.
With the popularity of the TV series “The Legend of Miyue”, the trademark "Miyue" attracted the attention of many enterprises. A large food company in Guangdong was willing to pay one million yuan for the trademark.
Trademark“现代”
----RMB40,000,000
In the late 1990s, Zhang Pengfei from Hangzhou, registered the "Hyundai" trademark in 45 classes. Therefore, when Beijing Hyundai Motor Company was floated on the stock market in 2002, it only found that the "Hyundai" trademark had already been registered.
After the final negotiation, Beijing Hyundai Motor Company agreed to give the Master ReSell Rights in Zhejiang Province to Zhang Pengfei, and then Zhang transfered the "Hyundai" trademark which is in classes relating to automobile to Beijing Hyundai Motor Company.
Actually, the Master ReSell Rights worth about 40 million yuan at that time, and Zhang's 4S store generated 400 million yuan in sales that year.
Trademark“Ipad”
----60,000,000 dollars
Proview Technology was the first company to register the "Ipad" trademark in China and many other countries. After Apple entering the Chinese market, Apple asked for a judgment on the ownership of the "Ipad" trademark from the court.
However, the case went through several court hearings and finally reached a mediation agreement. Apple bought the “Ipad” trademark for $60 million.
!
The trademark itself is a kind of intangible asset, and it plays an important role in the daily operation of the company. This intangible asset can be converted into tangible value, so trademark registration is of great significance.
A trademark is a mark used to identify and distinguish the source of goods or services. Any mark that distinguishes the goods of a natural person, legal person or other organization from those of another person, can be registered as a trademark.
The forms of trademarks include words, graphics, letters, numbers, three-dimensional logos, color combinations and sound, as well as a combination of the above elements.
When the brand or part of the brand is registered in the relevant government departments in accordance with the law, it can be called a "trademark".
Trademarks shall be protected by law and the trademark registrant shall enjoy an exclusive right to use the trademark.
In China, there is a distinction between "registered trademark" and "unregistered trademark". In simple terms, registered trademark is a trademark protected by law after being registered in the relevant government departments, while unregistered trademark is not protected by trademark law.
Registered
Trademark
01
Trademarks are protected by law after registration.
Trademark registrants can get exclusive rights to use the trademark and receive protection under law. The exclusive trademark can create a unique brand image for the enterprise.
02
The reputation of the products determines the value of the trademark.
In the competitive market environment, if products have great reputation, the value of its trademark will naturally increase. Good products not only win consumers' trust, but also enhance the public recognition on the trademarks and brands.
03
The comprehensive strength of an enterprise determines the reputation of its products.
The reputation of products derives from its enterprise. The stronger an enterprise is, the higher its trademark value is. Enterprises shall be responsible for the quality of products, and enterprises will be the ultimate beneficiaries of trademark value.
01
Time for trademark application
The earlier a trademark is registered, the more valuable it is. What’s more, if enterprises register trademarks early, they can guard against infringement by others.
02
Class of products and services
The products and services of the trademark are divided into 45 classes, including popular classes and unpopular classes. Trademark registrations in popular classes is difficult, for there are so many enterprises trying to register their trademarks in popular classes. As a result, trademarks in popular classes will worth higher.
03
The fitness between trademarks and products
The trademark should fit enterprises' products and services. Good trademarks need to make an intuitive connection with products and services, so that customers can easily associate trademarks with products or services, and then the awareness of trademarks will increase.
04
The expiration period for trademark exclusive right
During the expiration period, trademark exclusive right shall be protected by law. In China, the term of validity of a registered trademark is 10 years from the date of approval. After expiration, the trademark applicants can continue to get the exclusive right to use the trademark through renewal or extension.
05
The stability of trademarks
Trademarks with good stability will have higher value. If there are objections on trademark registration process, it shows that the stability of the trademark is poor, and the trademark is less valuable. On the contrary, if the information on trademark registration process is renewal or change, it means the trademark are used well all the time, and it has good stability as well as high value.
Brand Building
Trademark Registration First
In recent years, many countries and enterprises have paid more and more attention to the protection of intellectual property. As a kind of intellectual property, trademark is undoubtedly an important asset of enterprises.
Trademark registration is important! After registering trademarks, enterprises can create their own brand, so as to occupy the market early, and constantly expand brand influence and appeal. The longer the trademark is used, the greater the influence of the trademark on customers is, and customers will gradually shape the cultural identity of the trademark.
In order to improve the competitiveness of enterprises and further expand the market, enterprises should pay attention to trademark registration, understand the value of trademarks, and plan trademark registration in advance, so that enterprises can protect their own rights and interests.
If you want to know more about trademark, please free to contact us!
