How does Jinan Company register its trademark? 1. Select the registration method.
One is to apply for registration in the Trademark Office of the State Administration for Industry and Commerce; The other is to entrust an experienced trademark agency to organize agency services.
Note: If you have no experience in registering trademarks and do not understand relevant laws and regulations, I suggest you entrust an agency to help, which will save you a lot of time and energy. I have entrusted a similar organization to help me register before, and the handling fee is only 1000 yuan-ranging from 300 yuan.
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It is best to find an authoritative inquiry company before registration, because your trademark may be the same as or similar to that of other registrants, so the inquiry before registration can greatly reduce the risk of trademark registration and improve the certainty of trademark registration.
Note: Because different people are in charge of trademark inquiry and examination, they may have different opinions on the viewpoint of examination, so the result of trademark inquiry cannot be used as the final legal basis.
Step 2 prepare materials
Prepare 10 trademark patterns (10 color patterns and 1 1 black-and-white ink draft are required for color trademarks with specified colors), with the length and width not exceeding 10 cm and not less than 5 cm. If the direction of the trademark pattern is not clear, the upper and lower parts should be marked with arrows; If an individual applies, he/she needs to show his/her ID card and submit a copy, plus a copy of his/her business license. The business scope is consistent with the registered trademark; If an enterprise applies, it shall present and submit a copy of its business license; An application for trademark registration stamped with the official seal of the unit.
Step 3 start applying
4. Apply according to the classification of goods and services.
At present, goods and services are divided into 45 categories, including 34 categories of goods and services 1 1. When applying for registration, the category of goods or services using trademarks shall be determined according to the classification in the Classification Table of Goods and Services; Where the same applicant uses the same trademark on different categories of goods, it shall apply for registration according to different categories.
5. Determination of application date
This is the most important point: because China adopts the principle of applying first in trademark registration, once you have a trademark dispute with other enterprises, the enterprise with the earlier application date will be protected by law. Therefore, it is very important to establish the application date, which is based on the date when the Trademark Office receives the application.
Then there are three procedures: trademark examination, preliminary examination announcement and registration announcement. It should be emphasized that a trademark that has passed the preliminary examination by the Trademark Office cannot be registered until three months after the announcement, and the trademark is protected by law. The period of validity of a registered trademark is ten years, counting from the date of approval of registration. If it is necessary to continue to use the trademark after the expiration of the validity period, it may apply for the renewal of the trademark registration.
6. Obtain a trademark registration certificate
After a trademark is registered, the Trademark Office issues a certificate to the registrant.
If it is organized by an agent, the agent will send the trademark registration certificate to the registrant; For direct registration, the registrant shall obtain the trademark certificate from the Trademark Office within three months after receiving the Notice of Obtaining the Trademark Registration Certificate. At the same time, he shall also bring with him a letter of introduction for obtaining the trademark registration certificate, the witness's ID card and its photocopy, the original business license and the photocopy stamped by the local industrial and commercial department, the notice of obtaining the Trademark Registration Certificate, and the certificate of change issued by the industrial and commercial department if the name of the trademark registrant changes.
Note: It usually takes about one year to three and a half years from the application to the issuance of a new trademark, in which the acceptance and formal examination of the application takes about one month, the substantive examination takes about 24 to 30 months, the objection period is three months, and the approval announcement takes about two months to the issuance of the trademark.
What are the requirements for brand naming of Jinan Company? (A) brand names should have a strong affinity.
Then, as long as the brand name has good communication power, can the brand spread well? It is also an internationally renowned soap brand with strong brand awareness. Shufujia's brand awareness and market share are far from Lux. It is also used to treat menopausal syndrome, but Taitai Jingxin oral liquid has sprung up suddenly, and the latecomers have come to the fore and won more market share. Why is this?
In fact, in addition to the factors of brand name communication, there is also a problem of brand name affinity. The affinity of brand name depends on the style, characteristics and tendency of brand name words. Lux brand has a strong communication power, but its affinity is far less direct than that of Shu. Lux gives the impression that it is stiff and masculine, but we know that, generally speaking, most people who buy soap at home are housewives, so the name Lux is obviously out of tune with the preferences of the target consumers. And Shu Fujia, first of all, gives the impression that it tends to be neutral. Not only is it more suitable for the preferences of target consumers, but it also emphasizes? Shu? And then what? Okay？ The association of the two focuses is that the whole body will feel comfortable after use, so the affinity is stronger. Therefore, when naming a brand, we should not only pay attention to the factors of brand name communication, but also pay attention to the factors of brand name affinity. Only in this way can brand communication achieve the best effect.
(b) Better protection of brand names.
All along, our market has many deliberate market followers. Mantis catches cicada, yellowbird is behind? Is the so-called follower's competitive strategy. They have a keen sense of business, they are always looking for opportunities to get business, and enterprises do not pay attention to protecting their brand names, which just provides them with such opportunities. Therefore, it is necessary for enterprises to consider the protection of brand names when naming brands, and it is best to use registered trade names to name products. Successful brands such as melatonin, Tylenol, Qumei, etc. all name their products with registered trade names, while the anti-inflammatory drug Lijunsha not only names its products with registered trade names, but also carries out approximate registration with registered trade names to prevent similar brands from appearing and fully protect brands from infringement. Therefore, naming a brand can not only talk about communication and affinity, but also be imitated and infringed.
What is the principle of brand naming of Jinan Company? Brand naming should adhere to the following seven principles:
(A) the principle of easy to read and remember
Only when the brand name is easy to read and remember can it effectively play its recognition and communication functions. Therefore, this requires enterprises to be concise, unique, novel and loud when naming brands.
1, concise. The name is simple, concise and lively, not too many words, and it should be easy to spread. For example, when IBM was operating the brand for a long time, consumers couldn't remember who it was, and later it was found that it was because of the name. Its original name is InternationalBusinessMachines, which is not only difficult to remember, but also difficult to read and write, which has great obstacles to its spread. Later, IBM fell to? IBM？ Three letters, so simple and easy to remember and spread, finally created its high-tech field? Blue giant? The image of a leader.
2. unique. Brand name should show its unique personality, and be obviously different from other brand names or express its unique brand connotation. Like what? Red beans? The name of the shirt has the cultural characteristics of China. It will touch things and remind you of Wang Wei's poems? Red bean shrubs grow in the south. In spring, they sprout many branches. People who miss them hope to collect more. Mix red bean has attracted people's attention. ?
3. novels. Brand names should be fresh, keep pace with the times, have a sense of fashion and have new concepts. For example, China Mobile launched a communication product for young people called? M-Zone? It is more novel and fashionable, so it also wins the love of young people. There are also some restaurants with fresh names and a sense of the times, such as? Spicy temptation? Wait a minute.
4. It's loud. Refers to the brand name should be catchy and pronounced loudly to avoid words that are difficult to pronounce or have bad phonology. For example, wow, haha, go to the top and so on.
(b) Respect for culture and transcending geographical restrictions
Brand naming must consider the adaptability of the brand in the future development process, not only to adapt to the changes in market, time and space, but also to adapt to the changes in regional space. Specifically, it should adapt to the cultural values of consumers and potential markets. Due to the differences in history, culture, language habits, customs, national taboos, religious beliefs and values of consumers in different countries and regions around the world, they will have different views on the same brand. Maybe a brand is beautiful in this country, but in that country, its meaning may be completely opposite. For example, pandas are very popular in many countries and are a symbol of peace and friendship. However, in Islamic countries and regions that believe in Islam, it is considered a fat pig and a bad symbol. Crane stands for longevity in China and Japan, but it is regarded as the representative of fools and prostitutes in France. Chrysanthemum is the national flower in Italy, but it is a symbol of bad luck in France and is regarded as a demon flower in some Latin American countries. Another example is the bat in our country, which is considered to have a good association because it is homophonic with happiness, so it is found in our country? Bat? Electric fan, but in English, Bat means vampire when translated into English.
Many domestic digital brands are only named after Chinese characters, which has become a major obstacle to the internationalization of domestic brands due to differences in countries, languages and cultures. Some brands adopt Chinese Pinyin as a workaround, which turns out to be unworkable because foreigners don't understand the meaning of Pinyin. Changhong, for example, uses its Chinese phonetic alphabet Changhong as a trademark, but Changhong is meaningless to foreigners. And Hisense, with a global strategic vision, is registered? Hisense? English trademark of, it comes from highsense, right? High sensitivity and clarity? This is in line with its product characteristics. At the same time, highsense can be translated into? High knowledge? It embodies the great ideal of the brand. In the international naming of China brands, due to ignorance of foreign cultures, there are always some things that make China people laugh and cry, such as? Fangfang? When brand toothpaste and cosmetics enter the international market, the trademark is translated into? Fangfang? And what does Fang mean in English? Snake teeth? In this way, who dares to touch toxic things in their mouths, so that the naming of this brand can open up the international market.
The principle of unambiguous
Brand naming can make consumers think, but it must not make consumers ambiguous and have ambiguous associations through homophonic. Like Goldlion's original name? Golden lion? What is the pronunciation of Hong Kong people? Lose everything? Hong Kong people and some Chinese in Southeast Asia are more auspicious, so for a long time? Golden lion? Nobody cares. Later, after analyzing the reasons, Mr. Ceng Xianzi, the head of Goldlion, divided Goldlion into two parts. The first part of Gold is translated into gold, and the second part of lion is transliterated as Lilai, named? Goldlion? The result after that can be said to have completely changed. Goldlion? Its development to this day and its brilliant achievements are inseparable from its beautiful name.
(d) Suggested product features
When naming a brand, you can name it from the characteristics, functions, forms and other attributes of the product, so that consumers can see what it is at a glance from the name. For example, Wuliangye, Sprite, Crest, Band-Aid, Meijiajing, etc. , used in batteries, properly expressed the characteristics of durable and firm products; Goodyear is used in tires to accurately show the durability of products. Some of their brands have even become synonymous with similar products, making it difficult for latecomers to start. The name of BusinessCom makes it almost synonymous with PDA. When consumers buy a PDA, most people will directly say its name, and even think that BusinessCom is a PDA and PDA is a BusinessCom. Of course, this brand naming also has some shortcomings. The brand name is highly correlated with the product, which easily makes the brand synonymous with this product, and may bring trouble to the brand extension and diversification in the future, such as Jinzizibao.
(5) the principle of expansibility
When naming a brand, we should not only consider the above principles, but also consider the future extension of the brand. If the brand name is too closely associated with the product, it will not be conducive to the brand's future expansion to other products or other fields. Generally speaking, a brand name without specific meaning and negative effects is more suitable for future brand extension. For example, the name of Sony, whether in Chinese or English, has no specific connotation. Just from the name, it will not be associated with any type of product. In this way, the brand can be extended to any product field. However, in the initial stage of putting this named brand on the market, it is difficult for consumers to have direct association with the product, that is to say, consumers have known this brand for a long time.
(6) the principle of protectability
Protection is the principle that trademark names should be protected by law. Therefore, brand naming must consider two points: first, consider whether the named brand infringes other brands and inquire whether the same or similar brands are registered; The second is to pay attention to whether the brand name is within the scope of registration. Like what? Antarctic? Because of the lack of protection, brands are used by dozens of manufacturers. It is a pity that the advertising fee put in by one manufacturer has made everyone a public expense. A large number of manufacturers began predatory development and use of the same brand, which made consumers confused and difficult to distinguish. Facing the same brand, the price and quality are completely different. Finally, the consumer paid the bill? Antarctic? I gradually lost trust in this brand. This shows how important it is for a brand to be legally protected.
(7) Affinity principle
Why consumers like your brand rather than other brands is because your brand has affinity and emotional appeal, and the role of brand name is indispensable. Therefore, whether the brand name has affinity is very important. Brand names must take into account the preferences of consumers, and it is best for consumers to experience the attention and benefits brought by names. For example, Shufujia makes people's skin comfortable, and Jinliufu wine not only has affinity, but also caters to China people's pursuit and desire for a happy culture, which is easy to impress consumers.
In addition, when naming a brand, we should also pay attention to the principle that the brand name should be spread and contemporary. In a word, remembering a good brand name is the most important thing in brand operation.
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