Brand is the most important intangible asset of an enterprise. In recent years, some enterprises with advanced consciousness have used the sharp weapon of brand strategy to gain competitive advantage and develop gradually, thus ensuring the long-term development of enterprises. Today, with highly developed science and technology and rapid information dissemination, products, technologies and management know-how are easily imitated by opponents and hardly become core expertise. Once a brand is established, it is not only valuable, but also impossible to imitate.
Establish a brand
Brand is the most effective way of communication between enterprises and consumers. Good brand promotion can improve brand awareness, cultivate brand loyalty, and promote the development of enterprises with half the effort. But brand promotion is not a one-off event, but a long-term process.
brand protection
The basic protection of brand mainly refers to the protection of intellectual property rights of brand, including trademarks, patents and copyrights.
Trademark registration is very learned. Many people only register one category when registering a trademark. In fact, this is very wrong and has great hidden dangers.
The correct way is to register vertically and horizontally in all directions, not only similar trademarks, but also similar industries and even all industries.
Let me talk about the optimized form of trademark registration:
A. Cross-category registration (very important)
For example, a brand in the catering industry will involve many trademark categories.
Such as: 29 kinds of food, 30 kinds of condiments and cakes, 365,438+0 kinds of fruits and vegetables, 32 kinds of drinks, 33 kinds of wine, 40 kinds of food processing, 43 kinds of restaurants and restaurants, 44 kinds of nutrition and dietary guidance.
Through cross-category registration, other related categories will not have the same name brand, and there will be no legal trouble in brand extension.
B, cross-industry registration (very important)
It is also a brand in the catering industry to illustrate.
1) involves the "Internet" industry.
Now is the "internet plus" era, and any industry may involve the Internet, so your brand must be registered in the Internet industry.
Such as: 9 categories of computer software and programs, 35 categories of corporate management, advertising and chain stores, and 42 categories of computer software-related services.
2) involving the "transportation" industry
Catering food, you need to give it to customers. Or the semi-finished food you provide, you need to send it to the hotel, then this time it will involve 39 kinds of transportation, packaging, refrigeration and so on.
Such as: 390048- transportation, 390086- commodity packaging, 390028- commodity storage, 390043- frozen food cabinet rental, 390020- parcel delivery.
C, approximate registration (very important)
If it is easy to approximate your brand name, consider registering.
For example, Wahaha's trademark registration includes not only Wahaha, but also Wahaha, hahaha, hahaha and so on. There are more than 70 kinds of anti-counterfeiting registration alone, which ensures the foolproof brand protection.
D, transnational registration
Trademark protection is regional. If a trademark wants to be protected in that country or region, you must register in that country or region.
There are two channels for the transnational registration of trademarks: for enterprises or individuals from the States parties to the Madrid Agreement to register trademarks in the States parties to the Agreement, they can register trademarks internationally through the International Bureau of the World Intellectual Property Organization.
Trademark registration in countries that are not parties to the Madrid Agreement generally adopts the method of "country-by-country registration", and one country must be registered one by one.
E. Sub-brand registration
An enterprise can have multiple brands, namely a main brand and several sub-brands. For enterprises that have implemented the sub-brand strategy, it is necessary to register the name of each sub-brand.
F, packaging style protection (very important)
We should apply for patent protection for the unique product packaging style.
In the early stage of brand development, it is more about how to protect yourself, which requires direct protection.
The outer packaging of products directly displayed to the public must be patented in appearance, and it is the easiest to be imitated.
If it is easy to infringe upon the product structure by making simple changes, it should be protected by written descriptions, such as applying for utility models and invention patents.
Involving product components, process methods, etc. Need invention patent protection.
G, image registration
Image objects have been used by more and more enterprises, such as Haier Brothers of Haier, Little Penguin of QQ, Uncle McDonald, Colonel KFC and so on. The use of these images has become one of the signs of brand recognition, and registration protection can maintain the integrity of brand recognition.
H, other graphics registration
Some brands will design some novel auxiliary logos for better recognition, which is also part of brand registration.