Some registered trademarks registered by Xiaomi and Alibaba are the most typical. At first glance, you will feel 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: "Operators' eyes are fixed on trademarks, and there is hope that enterprises will flourish." How to treat trademark problems, how to use trademark assets and how to plan trademark strategy is a very big comprehensive knowledge.
The so-called joint trademark mainly refers to several similar trademarks registered by the same enterprise on the same commodity or similar commodities. Among these trademarks, the first registered trademark is the original trademark, and the rest are joint trademarks. Very elegant, isn't it? Don't talk. Look at the picture:
The above is completely a sense of substitution in "Alibaba Family Fight"!
Ali dad, Ali's mother, Ali's grandfather, Ali's grandmother, 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 has also taken into account the needs of the combination of Chinese and Western cultures, and even Ali Grampa and Ali Imam have registered. Finally, I forgot whether it was Alibaba or ali dad!
The above is the embodiment of the Ali family's "joint trademark" strategy.
Although the value of joint trademarks is not as obvious as that of defensive trade mark, its power lies in preventing some enterprises from adopting "make-up" with ulterior motives and using marks similar to their well-known trademarks.
At present, the common trademark registration rule is "as long as the goods are not similar, trademark registration does not interfere with each other" (except for well-known trademarks). As a result, there may be a "Xiaomi" mobile phone or a "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, not only makes electronic products, but also dabbles in toothpaste ... Even if Xiaomi is not making perfume at present, if Xiaomi perfume appears on the market, some consumers may think that this is one of its newly developed product lines.
In order to prevent this association or confusion, some enterprises will register trademarks in multiple commodity categories. These trademarks registered for defense are called defensive trade mark. In other words, the original trademarks used by enterprises are original trademarks, and other trademarks registered on different kinds of goods or services to protect the main product trademarks are defensive trademarks. Don't talk, look at the picture:
Lei Jun, the current chairman and CEO of Xiaomi Technology, is also the chairman of companies such as Jinshan and YY. It is not surprising that this name is registered as a trademark. Boss Lei not only registered his main product, but also registered the trademark "Lei Jun" in the category of 10. Do you know what trademark 10 is?
10 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 best copywriter, I'm not sure. In addition to joking, it also reflects boss Lei's "defensive trademark" strategy.
From the perspective of competition awareness, another advantage of the "defensive trademark strategy" is to register the same trademark on the goods or services that are unfavorable to the trademark application as much as possible 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 products such as toilets, the promotion and use of both at the same time will more or less adversely affect the catering service of the enterprise.
But whether it is a "joint trademark" strategy or a "defensive trademark" strategy, the assassin didn't break in? Sometimes, it may feel useless, but it is like a medicine of regret. When a dispute occurs, it will make you sigh: fortunately, I did it at that time, otherwise …