Category: Business/Financial Management

Problem description:

I’m begging you for some information on Wahaha’s brand defense. The following is its case

< p> The nationally famous Wahaha Group, located on the bank of West Lake in Hangzhou, started with three people and a loan of 140,000 yuan in 1987. It has grown from a school-run factory to 23 joint ventures or holding subsidiaries, nearly 10,000 employees, and assets of 28 A large comprehensive food industry group worth RMB 100 million. There are certainly many reasons for the success of Hangzhou Wahaha Group, but no matter what, the successful "Wahaha" brand operation is an important reason. In 1998, "Wahaha" was designated as a well-known trademark by the State Trademark Office, with brand assets reaching 224.8 billion yuan.

Domestic defensive registration of "Wahaha"

"Wahaha" comes from a Xinjiang folk song, because the vowel "a" in the three characters is the earliest sound that children can easily pronounce. It is easy to imitate, has harmonious phonology, is catchy, and is also easy to win the love of parents. In addition, the wonderful advertising slogan "Drink Wahaha, eat delicious" has made "Wahaha" a household name, known to all ages, and its series of products have entered thousands of households. household. In the brand operation practice of "Wahaha", not only its brand name design is unique, but also it is full of brand protection awareness. In September 1988, Wahaha Group Company applied to the Trademark Office of the State Administration for Industry and Commerce for registration of the "Wahaha" brand, and the registration was approved on September 10, 1989, thus preventing other companies or individuals from rushing to register. At the same time, in order to prevent other companies from registering similar trademarks, Wahaha Group Company has registered three more defensive trademarks, including "Wahaha", "Hawawa" and "Hahawa".

The international registration of "Wahaha",

The rise of economic globalization, the connection between domestic and foreign markets, and the success of the "Wahaha" brand in the domestic market have led policymakers to begin to Focus on foreign markets. With the rapid development of the group company, the product market continues to expand. Enterprises realize that it is no longer enough to register trademarks domestically. In order to further expand the market, effectively carry out foreign trade, open up international markets, strive to create world-famous trademarks, and safeguard their legitimate rights and interests in the international market, it is urgent to register trademarks abroad. . Therefore, in April 1992, Wahaha Group Company applied for the international registration of the "Wahaha" trademark to the International Bureau of the World Intellectual Property Organization through the Trademark Office of the State Administration for Industry and Commerce, and designated five countries: France, Germany, Italy, Poland, and the Russian Federation to apply for territory. extend. On May 29, 1992, the International Bureau officially accepted five trademark registration applications from Wahaha Group Company. In August 1993, the "Wahaha" trademark was approved to be registered in five countries, with a protection period of 20 years. At the same time, "Wahaha" Company also applied for registration one by one in Hong Kong, Japan, South Korea, the United States and other countries and regions.

The regional radiation of the "Wahaha" trademark has laid a good foundation for its products to enter the international market.

[Case Thoughts]

1. What are the implications of the defensive registration of the "Wahaha" brand?

2. How do you think "Wahaha" should strengthen its brand? Self-protection and brand expansion?

Analysis:

First, the brand defensiveness of "Wahaha" has the effect of truly protecting its own brand, so that those who are opportunistic, and This is a powerful defense guarantee for those who hold on to "playing by the side". The foundation for a brand's success is not only to build perfection, but more importantly, how to protect its brand in an all-round way so that others will not infringe on them and will not take advantage of loopholes. . Our country's entrepreneurs sometimes still have relatively weak protection for their brands. "Wahaha\' Group has the foresight to protect its own brand first, which is one of the keys to the success of "Wahaha" Group.

Secondly, I think "Wahaha" should also consider the following Joint trademark protection. A large enterprise must develop both ways to gain greater profits.

Guangzhou Guoqi Trademark Registration Miss Li

Company website: tm939.