Brands need basic protection and extended protection.
Brand protection mainly refers to the protection of intellectual property rights such as trademarks and patents, and whether there is any harm to the brand in the process of brand management. Intellectual property rights such as trademarks and patents are basic protection, while the latter is extended protection.
I. Basic Protection of Trademarks
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.
Optimized forms of trademark registration:
1, cross-category registration.
For example, a brand in the catering industry will involve many trademark categories.
There are 29 kinds of food, 30 kinds of condiments and cakes, 33 kinds of alcohol, 40 kinds of food processing, 43 kinds of restaurants and 35 kinds of chain operation.
Through cross-category registration, other related categories will not have the same name brand, and there will be no legal trouble in brand extension.
2. Cross-industry registration.
1) involves? Internet? Industry.
Now? Internet plus? Times, any industry may involve the Internet, so your brand must be registered in the Internet industry. Such as: 9 kinds of computer software, 35 kinds of company management and chain, 38 kinds of data and communication services, computer terminal communication. 4 1 online e-book magazine publishing provides online electronic publications. 42 kinds of computer software related services.
2) participation? Traffic? 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.
3. approximate registration.
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.
4. Cross-border 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.
5. Sub-brand registration.
An enterprise may 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.
6, packaging style protection.
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. The product structure is easily infringed by simple changes and should be protected by written description, such as applying for utility model and invention patent. Involving product components, process methods, etc. Need invention patent protection.
7. Image registration.
Mascots have been used by more and more enterprises, such as the little penguin in QQ, the colonel in KFC and so on. The use of these images has become one of the signs of brand recognition. Registration and protection can maintain the integrity of brand recognition.
Second, the trademark extension protection
Extended protection refers to the behavior of enterprises that is inconsistent with the brand core value in brand management, which will cause damage to the brand. For example, launch products or product concepts that are inconsistent with the brand's core values, and launch communication and activities that are inconsistent with the brand's core values.
1, longitudinal protection.
Vertical protection means that in time, the brand should stick to a theme to spread, and don't change the theme easily and launch advertisements that don't match the theme.
In the process of brand management, we should insist on "speaking with one voice". If today is defined as "masculinity" and tomorrow it becomes "enthusiasm", the information will be confused, which is extremely unfavorable to the brand image.
2. Lateral protection.
Horizontal protection means that in the brand promotion in the same period, it should appear in a unified image, and advertising, public relations, promotion and other behaviors should be coordinated, and they should not fight with each other and offset each other.