Brand is people’s evaluation and recognition of a company, its products, after-sales services, and cultural value. It is a kind of trust. When the brand culture is recognized and accepted by the market, the brand will generate its market value. Of course, brands also need all-round protection, so how to enhance the value of the brand and protect the brand?

Brands need basic protection and extended protection. To do a good job in the brand, you must first protect the brand and strengthen it. Awareness of brand protection. If you can't work hard to build the foundation of your brand and then fall within the rights of others in the blink of an eye, it will be a waste of effort and make a wedding dress for others.

Brand protection mainly refers to the protection of intellectual property rights such as trademarks and patents, as well as whether there are any harmful behaviors to the brand during the brand management process. Intellectual property rights such as trademarks and patents are basic protection, while the latter is extended protection.

1. Basic protection

Basic protection for brands mainly refers to the protection of intellectual property rights for brands, including trademarks, patents, copyrights, etc.

Trademark registration requires a lot of knowledge. When many people register a trademark, they only register the single category it involves. In fact, this is very wrong and has great hidden dangers.

The correct approach is to register in all aspects vertically and horizontally, not only for similar trademarks, but also for similar industries or even all industries.

Optimized forms of trademark registration:

1. Cross-category registration

For example, a brand in the catering industry will involve many trademark categories.

For example: 29 categories of food, 30 categories of condiments and cakes, 31 categories of fruits and vegetables, 32 categories of beverages, 33 categories of alcohol, 40 categories of food processing, 43 categories of restaurants and hotels Category, 44 categories of nutrition and dietary guidance.

By registering across categories, the same brand will not appear in other related categories, and there will be no legal trouble when the brand is extended.

2. Cross-industry registration

1) Involving Internet industries

Now is the Internet era. Any industry may involve the Internet, so you Brands must register trademarks in the Internet industry. For example: Category 9 computer software and programs, Category 35 company management, advertising, chain stores, Category 38 data and communication services, computer terminal communications. Class 41 Publishing of online electronic books and magazines, providing online electronic publications. 42 categories of computer software related services.

2) Involving the "transportation" industry

Catering and food, you need to deliver them to customers. Or you need to provide semi-finished food to the hotel, which will involve 39 categories of transportation, packaging, refrigeration, etc.

For example: 390048-transportation, 390086-commodity packaging, 390028-goods storage, 390043-frozen food cabinet rental, 390020-package delivery.

3. Similar registration

Registration should also be considered for trademarks that are likely to be similar to yours.

For example: Wahaha’s trademark registration includes not only Wahaha, but also Wahawa, Hahawa, Hawaha, etc. There are more than 70 types of anti-counterfeiting registrations alone, ensuring foolproof brand protection. .

4. Cross-border registration

Trademark protection is regional. If you want your trademark to be protected in that country or region, you must register the trademark in that country or region.

There are two channels for cross-border trademark registration: For enterprises or individuals from contracting countries of the Madrid Agreement to register trademarks in the contracting countries of the Agreement, they can register their trademarks internationally through the International Bureau of the World Intellectual Property Organization.

When registering a trademark in a country that is not a party to the Madrid Agreement, the "country-by-country registration" method is generally adopted, and registration must be carried out in each country one by one.

5. Sub-brand registration

An enterprise may have multiple brands, that is, a main brand and several sub-brands. For enterprises that have implemented a sub-brand strategy, it is necessary to register the names of each sub-brand.

6. Packaging style protection

Apply for patent protection for unique product packaging styles.

In the early stages of brand development, it is more about how to protect yourself, and direct protection must be adopted.

The outer packaging of the product that is directly displayed to the public must apply for an appearance patent, which is the easiest to imitate.

If the structure of the product can easily lead to infringement through simple changes, it must be protected through a textual description, such as applying for a utility model or invention patent.

Product components, process methods, etc. need to be protected through invention patents.

7. Image registration

Images have been used by more and more companies, such as Haier Brothers, QQ Little Penguin, Ronald McDonald, KFC Colonel, etc. The use of these images becomes one of the signs of brand identity, and registration protection can maintain the integrity of brand identity.

8. Registration of other graphics

Some brands will design some novel auxiliary logos for better identification, which is also part of the brand registration work.

2. Extended protection

Extended protection means that in the management of the brand, the company must be careful to avoid behaviors that are inconsistent with the core value of the brand and cause harm to the brand. For example: launching products or product concepts that are inconsistent with the brand's core values, and launching communications and activities that are inconsistent with the brand's core values.

1. Vertical protection

Vertical protection means that in terms of time, the brand should stick to one theme to spread, and should not change the theme easily and launch advertisements that are inconsistent with the theme.

In the process of brand management, we should insist on "speaking with one voice". If it is positioned as "masculine" today and "passionate" tomorrow, the message conveyed will be confusing. The brand image is extremely negative.

2. Horizontal protection

Horizontal protection means that in the promotion of the brand during the same period, it should appear in a unified image. Advertising, public relations, promotion and other behaviors should be coordinated and cannot be mutually exclusive. Fight, cancel each other out.