Taobao brand rules are to standardize the use of Taobao's commodity brands, maintain brand reputation, promote market development, enhance Taobao's consumption experience, and protect the legitimate rights and interests of consumers, producers and operators. The brand in the specification refers to the name and logo displayed in the form of trademark in store decoration, store name, domain name, commodity information, or commodity packaging, advertising, exhibition and other activities, and the trademark has obtained the acceptance notice or registration certificate.

what does the Taobao brand rule mean?

Taobao brand rules are a series of management rules to standardize the use of Taobao brand, maintain brand reputation, promote market development, enhance Taobao's consumption experience, and protect the legitimate rights and interests of consumers, producers and operators.

The brand in this specification refers to the name and logo displayed in store decoration, store name, domain name, commodity information, or commodity packaging, advertising, exhibition and other activities in the form of a trademark, and the trademark has obtained the acceptance notice or registration certificate.

The scope of application is applicable to Taobao sellers.

The authorized seller can apply for the brand to settle in according to the process, and the brand must meet the following requirements at the same time:

(1) It has obtained the trademark acceptance notice or registration certificate;

(2) It must not lack distinctive features, and it must not be the same as or similar to the established brands;

(3) industry-specific requirements.

The brand's application for entry will be successfully entered after it is approved. If the brand owner's other brands have a history of retiring, Taobao can refuse to settle in.

If the brand name changes, Taobao can change the brand name on its own initiative according to the publicity information of the Trademark Office.

When the registered category of the trademark corresponding to the brand change does not match the category of Taobao, Taobao can dissolve the relationship between the brand and the category and remove the corresponding goods.

Taobao can repel the brand in any of the following cases:

(1) brand information confuses consumers;

(2) The goods under the brand were repeatedly unqualified by random inspection;

(3) The trademark corresponding to the brand has become invalid;

(4) The trademark corresponding to the brand lacks distinctive features;

(5) It has failed to meet the requirements of specific industries;

(6) The branded goods are reported by the administrative departments such as the State Quality Supervision Bureau or exposed by the news media, and the quality is unqualified;

(7) Other brands that have settled in by the brand owner have been retired.

if the products are retired due to items (1) and (2) above, the products corresponding to the retired brands will be deleted.

if the products are retired due to items (3) to (7) above, the products corresponding to the retired brands will be removed from the shelves.