The identification of "well-known trademarks" is to strengthen the protection of well-known trademarks, solve trademark disputes and standardize the behavior of "alongside famous brands", not for publicity. Bian Xiao, an entrepreneurial partner, has brought you the relevant knowledge of "the significance of identifying well-known trademarks", which may be what you need. The significance of enterprises applying for the recognition of well-known trademarks At the end of March, the "LeTV" trademark won the title of well-known trademark. The so-called well-known trademark is a trademark that is widely known by the relevant public and enjoys a high reputation. Just like the "white" in the trademark world, it has its own aura and always attracts the attention of a group of people. Back in those days, enterprises always liked to put the words "China famous trademark" on their lips when advertising, stressing repeatedly for fear that consumers would not know or ignore it! Of course, the company does this for a reason. The evolution of a trademark into a well-known trademark is like opening a plug-in, which can not only enhance consumer confidence, but also expand product sales. Such a "magic weapon" is naturally loved by enterprises and is keen to talk about it. However, I don't know if your intimate friends have noticed that no enterprise uses the word "well-known trademark" in advertisements now. Is it that the gold content of "well-known trademarks" has declined and is no longer attractive to consumers? The answer is no, the reason why enterprises no longer use "well-known trademarks" as propaganda points is because of the provisions of the new trademark law. 20 14 amendment of the trademark law. Paragraph 5 of Article 14 of the new Trademark Law stipulates that producers and business operators shall not use the words "well-known trademarks" on commodities, commodity packages or containers, or in advertisements, exhibitions and commercial activities. In violation of these regulations, according to Article 53, the local administrative department for industry and commerce shall order it to make corrections and impose a fine of100000 yuan. The identification of "well-known trademarks" is to strengthen the protection of well-known trademarks, solve trademark disputes and standardize the behavior of "alongside famous brands", not for publicity. As we all know, only the registered trademark approved by the Trademark Office can be protected, and its registrant enjoys the exclusive right to use the registered trademark on the approved goods. However, a recognized "well-known trademark" can be protected by law even if it is not registered in China. Moreover, unlike ordinary registered trademarks, the legal protection of well-known trademarks is broader and cross-category. In addition, in different regions, enterprises are given heavy rewards for identifying well-known trademarks, and the intellectual property policy is inclined to encourage enterprises to attach importance to brands and take the road of sustainable development. For small enterprises, this fund can be put into production or scientific research, which will inject new impetus into the development of enterprises. Obtaining the recognition of well-known trademarks is of great significance to the development of enterprises. If you want to apply for the recognition of well-known trademarks, you can find the help of Shibei Intellectual Property Platform to provide you with systematic intellectual property solutions. Well-known trademark usually refers to a registered trademark that enjoys a high reputation in the market and is well known to the relevant public. Article 2 of the newly revised Provisions on the Recognition and Protection of Well-known Trademarks on July 3, 20 14 also clearly defines it as "a trademark that is well known to the relevant public in China". For consumers, well-known trademarks represent good commodity quality and business reputation; For merchants, well-known trademarks mean higher market share and economic benefits, so the identification of well-known trademarks has more and more important legal significance and economic value. (1) Benefit-value analysis identifies well-known trademark 1, which forms brand effect and promotes sales growth. If an enterprise's registered trademark is recognized as a well-known trademark in China, it means that a well-known sales service brand recognized by the authoritative department will make consumers form brand recognition, and its publicity effect is far from what ordinary advertisements can achieve. It is the most credible and reliable brand promotion. This will promote sales, bring practical results, and enable enterprises to gain a competitive advantage in the fierce market. 2. Value-added intangible assets of the company "China Well-known Trademark" is the highest honor in China's trademark field. For example, the brand value of Mengniu is 6 billion yuan, and the value of intangible assets even exceeds that of tangible assets. Obtaining the recognition of "China Famous Trademark" can enhance the corporate image and greatly increase the intangible assets of the enterprise. It will get more support in enterprise listing evaluation and financial lending. 3. Supported by government policies. By identifying well-known trademarks, we can enhance the confidence of the government, industry organizations and the public in the development of enterprises and gain more trust and support. At present, governments at all levels in China regard "striving for well-known trademarks" as one of the key points of government work, and governments at all levels have introduced incentive policies, ranging from hundreds of thousands to millions. In addition to direct economic rewards, they can also enjoy the inclination of intellectual property policy and other policy support. 4. Conducive to the internationalization of the international market and economic integration. It is necessary for enterprises to go international and participate in international competition. Well-known trademarks can be protected and recognized worldwide, which will bring greater opportunities and space for the company's development. It is also a stepping stone and pass for products and services to go global and enterprises to realize international operation. Therefore, the development of corporate trademarks is also facing the development process from China to the world. Faced with this situation, it is better to sit still and do it actively. (II) Impact on the future development and listing of enterprises In the future, if a company needs to be listed, the company's assets evaluation is the necessary procedure to determine the company's stock issue price. There are great differences in the evaluation values of well-known trademarks and ordinary registered trademarks in China between China and international trademark evaluation agencies. The evaluation value of well-known trademarks in China is often between hundreds of millions and tens of billions. For example, the evaluation value of "Red Bean" clothing before the recognition of well-known trademarks is only tens of millions, and the evaluation value of trademarks after recognition reaches hundreds of millions. After the well-known trademark is recognized, if the value of the company's future listed trademarks will increase substantially, and this value will be included in the company's intangible assets, it will effectively increase the company's listed market value and IPO price, and its economic benefits will be immeasurable. (III) Legal Significance Well-known trademarks not only have a high advertising effect, but also enjoy legal protection significantly superior to ordinary trademarks in many aspects. According to the Trademark Law and relevant administrative regulations, the exclusive right and prohibition right of well-known trademarks are wider, and they can be protected more effectively in other fields such as enterprise names and network domain names. 1. After a well-known trademark is recognized, a third party may not register or use a trademark that is the same as or similar to the registered trademark of the enterprise in different categories of goods and services; 2. It is easier to identify similar trademarks; It is easier for the company to register related and similar combination trademarks of words and pictures in the future; 3. In the investigation and handling of trademark infringement cases by industry and commerce and public security, it is no longer limited by the amount of filing, which expands the scope of protection for trademark infringement of enterprises; 4. Prevent other companies from registering with the registered trademark of this enterprise as the company name, and put an end to the appearance of other companies with the same registered trademark as this enterprise that are easy to confuse consumers, so as not to bring negative impact on the company reputation; 5. It can avoid the problem of enterprise registered trademark domain name registration in the field of e-commerce, and the future development space of e-commerce will continue to expand. Identifying well-known trademarks can prevent the domain name of enterprise trademarks from being registered by others, confuse consumers and damage the reputation and interests of the company.