In recent years, with the development of market economy, the number of registered trademarks in my country has increased significantly year after year. It is expected that the cumulative number of trademark registration applications in 2011 will once again rank first in the world. Nowadays, trademarks are the core part of corporate intellectual property rights and important intangible assets. Trademark awareness and brand awareness are deeply rooted in the hearts of the people. This should first be affirmed. However, among the registered trademarks that should be recognized as "wealth", some are "idle and unused", and the proportion is not small. We call them "idle trademarks". The so-called idle trademarks refer to unused trademarks. A registered trademark that is or has been used but is no longer in use and is still valid. Idle trademarks will cause shortage of trademark resources, which is not conducive to trademark management and effective use of resources. Trademark registration online reminds you that idle trademarks are also your intangible assets and can be turned into wealth. Based on our experience in the trademark industry, we analyzed and summarized the reasons for idle trademarks and put forward several suggestions for revitalizing idle trademarks. Reasons for idle trademarks: 1. Insufficient understanding of the role of trademark exclusive rights. Some enterprises have only a superficial understanding of the exclusive rights of trademarks, and do not have a deep understanding of the role of trademarks in intangible assets in promoting the sustainable and healthy development of enterprises. They just want to promote their products and make the name of the products known, and are satisfied with what they can do. Market entry status. However, after the products enter the market, more attention should be paid to the scientific management and application of registered trademarks, causing these "trademarks" to lose the role they should play. 2. Weak legal awareness of trademarks, focusing on registration and neglecting use. There is a certain degree of following the trend and short-term behavior of registered trademarks. They are only used to meet market thresholds and sell products. They do not link registered trademarks with products, product quality, corporate reputation and corporate development, thereby increasing product value and improving the social value of the company. efficiency and economic benefits. Another situation is that after corporate trademarks are registered, many trademark entities cease to exist after reorganization, restructuring, or bankruptcy, and these trademarks have ceased to exist in name only. A large part of trademarks have lost all their meaning with the demise of their subjects. The blind spot of light use of this trademark still exists in the registration of some preventive trademarks. Emphasis on registration and neglect of use has led to a waste of intellectual property resources to a large extent. 3. The trademark circulation market is not smooth. The market and functional departments have weak ability to idle trademark information and backward means. They cannot effectively carry out the matchmaking work of idle trademarks, which restricts the transfer of idle trademarks. The development of my country's market entities is not mature enough, resulting in insufficient understanding, inaccurate positioning, and poor results. At the same time, the administrative departments lack reasonable normative publicity and insufficient protection of intellectual property rights is also a factor. Suggestions for revitalizing idle trademarks