Abstract: The use of trademarks is the central content of trademark strategy. It allows product buyers to understand and become familiar with enterprises and their products through trademarks, establish trademark credibility, and increase trademark visibility. Trademark usage strategies currently include using registered trademarks and non-use trademark strategies, using guaranteed trademark strategies, individual trademark strategies, unified trademark strategies, etc. There are also many precautions for companies to legally use trademarks. Let’s take a look with the editor. . Introduction to common trademark use strategies

1. Strategies of using registered trademarks and not using trademarks

The use of trademarks is still very common in the world today, and there are almost no products without trademarks. However, when it comes to daily necessities, there are signs of a reversal towards "non-branding". The purpose of this approach is to control packaging and printing advertising costs in order to provide consumers with cheap goods.

2. Use the guarantee trademark strategy

A guarantee trademark, also called a certification mark, is a trademark used to prove the source, raw materials, manufacturing methods, quality or other characteristics of goods or services. The use of guarantee trademarks can make consumers more assured of product quality and increase sales. However, with the permission of the trademark owner, the products must meet the specified quality standards. If it fails to meet the standards, it will be treated as infringement of trademark exclusive rights.

3. Individual trademark strategy

That is, sellers use different individual trademarks for each product or product line. This strategy is suitable for manufacturers that segment the market, so that the trademark will be fresher and more specific. Since individual trademarks have little connection with the company selling the brand, the failure of one brand will not cause much harm to other products of the company. Of course, after using individual trademarks, a total product is divided into multiple trademarks for management, which is more complicated than managing one trademark, which will inevitably increase the difficulty and cost of marketing work.

4. Unified trademark strategy

That is, an enterprise gives a unified trademark name to some or all of its products, and uses unified trademark names for different products. Using a unified trademark name for different products can lead to a unified demand among different products in the brand, and can smoothly launch new products under this trademark with less cost and risk. In addition, a unified trademark strategy is more economical. All product promotion work can be completed by salesmen at the same time, and only one advertising campaign is required. The disadvantage is that each product receives relatively little marketing effort, and the failure of a new product can damage the reputation of successful products being developed under the same brand name.

5. Dual trademark strategy

Refers to the use of two or more trademarks by an enterprise on the same product. In this way, you can not only rely on the popularity and credibility of the trademark, but also establish the image of the specific goods produced by the company.

6. Product licensing strategy

Licensing products to other companies or investing in other companies with trademarks is a good way to continue to expand the influence and increase market share after the trademark has a certain degree of popularity. way. However, attention should be paid to monitoring to maintain the reputation of the trademark.

7. Stable use strategy

In market competition, the quality of trademark reputation is crucial. It usually takes a long time to establish the reputation of a trademark, so that consumers can have a better understanding of the trademark and the products it refers to. Only by insisting on the long-term and stable use of trademarks, keeping the graphics, text, and colors of the trademark unchanged for a long time, and increasing the exclusivity of the registered trademark, can it be possible to improve its popularity and credibility and create a well-known trademark.

What should enterprises pay attention to when using trademarks legally?

1. The trademark must be put into effect immediately after registration and a proof of use must be submitted. If it is not used immediately, an affidavit of trademark effect must be submitted, otherwise it may Loss of trademark rights.

2. Enterprises should not deceive consumers when using trademarks, nor should they imitate or forge other people’s registered trademarks without authorization, nor should they change the structure of registered trademarks or expand the scope of use of trademarks without authorization.

3. Apply for registration renewal in time to prevent the loss of trademark rights due to the expiration of the registered trademark.

4. The types of trademarks used or applied for registration should be diverse.

According to the Trademark Law, an enterprise’s commodity trademarks, service marks, collective trademarks, certification marks, three-dimensional trademarks and audio trademarks are all allowed to be registered and used. At present, most enterprises in China use or apply for too single types of registered trademarks, and only use or register commodity trademarks. This is not conducive to enterprises' effective use of trademarks to expand markets and establish trademark reputation.

What situations does improper trademark use include?

Improper use of trademark refers to the situation where the trademark registrant violates the relevant obligatory provisions of the Trademark Law in the process of using the registered trademark. Improper use of trademarks mainly includes the following situations:

1. Changing the registered trademark on your own initiative.

2. Change the name of the registrant, geology or other registration matters of the registered trademark on your own initiative.

3. Transfer the registered trademark by yourself.

4. Stopped from use for three consecutive years.

5. Using a registered trademark, the products are shoddily manufactured, passed off as inferior, and deceive consumers.