Some registered trademarks registered by Xiaomi and Alibaba are the most typical. At first glance, you will think that these trademarks are like a "cold joke", although it is up to you to laugh or not. However, as Mr. Jiamiguang, a Japanese sales expert, said: "When the operator's eyes are fixed on the trademark, there is hope to make the enterprise prosper." How to treat the trademark problem, how to use the trademark assets and how to plan the trademark strategy is a very big integrated knowledge.
the so-called joint trademarks mainly refer to several similar trademarks registered by the same enterprise on the same commodity or similar commodities. Among these trademarks, the first registered trademark is original trademark, and the rest are joint trademarks. It's elegant, right? Don't talk. Look at the picture:
The above is a sense of substitution for "Alibaba's whole family bucket"!
ali dad, Ali's mother, Ali's grandfather, Ali's grandmother, Ali's sister, Ali's sister, Ali's brother, Ali's baby and Ali's relatives all have them. The most unexpected thing is that the Ali family also considered the need to combine Chinese and Western cultures, and even aligrandpa,aliaunt…… Ali Aunt were registered. At last, I forgot whether it was Alibaba or ali dad!
the above is the embodiment of Ali family's "joint trademark" strategy.
Although the value of a joint trademark is not as obvious as that of defensive trade mark, its power lies in preventing some enterprises from adopting "cosmetic methods" and using marks similar to their well-known trademarks with ulterior motives.
at present, the common trademark registration rule is "as long as the goods are not similar, trademark registration will not interfere with each other" (except for well-known trademarks). As a result, there may be "Xiaomi" mobile phone or "Xiaomi" perfume. In fact, the manufacturers of the two may have nothing to do with each other, but some consumers may think that it is normal for the company to diversify now. For example, LG, which we are familiar with, is also involved in toothpaste besides making electronic products ... Even though Xiaomi is not making perfume at present, if Xiaomi perfume appears in the market, some consumers may think that it is one of its newly developed product lines.
In order to prevent such association or confusion, some enterprises will register their trademarks in multiple commodity categories. These trademarks registered for defense are called defensive trade mark. In other words, the original trademark used by the enterprise is original trademark, and the other trademarks registered on different kinds of goods or services to protect the trademark of the main product are defensive trade mark. Don't talk, look at the picture:
Lei Jun, the current chairman and CEO of Xiaomi Technology, is also the chairman of Jinshan, YY and other companies. It is not surprising that this name is registered as a trademark. In addition to registering its main products, boss Lei also registered the trademark "Lei Jun" in the 1th category. Do you know what the tenth category is?
the 1th category is the category of medical devices, and condoms are also in this category. Maybe boss Lei also wants to make a "Lei Jun brand" condom? Compared with durex, the first master of copywriting, I can't say for sure. In addition to joking, it also reflects the "defensive trade mark" strategy of boss Lei.
From the perspective of competition consciousness, another advantage of "defensive trade mark Strategy" is to register the same trademark on the goods or services that are unfavorable to the applied trademark as far as possible, so as to avoid adverse effects on enterprises. For example, an enterprise uses the "delicious" trademark in its catering service, but if someone registers this trademark on a commodity such as a toilet, and both of them are promoted and used at the same time, it will more or less adversely affect the catering service of the enterprise.
But whether it's the "joint trademark" strategy or the "defensive trade mark" strategy, in the "assassin didn't break in"? Sometimes, it may feel very useless, but it is like a regret medicine. When a dispute occurs, it will make you sigh: Fortunately, I did it at that time, or else …