Marketing, promotion, advertising and other activities conducted by an enterprise for itself and its products or services are all brand communication activities of the enterprise. Enterprises invest in these activities to convey brand information to consumers, thereby enhancing the visibility of the enterprise and its products, increasing product sales, and ultimately achieving corporate profits.
Corporate trademarks are an important object of brand communication activities. Therefore, an enterprise's trademark management is not limited to static, internal management such as trademark application and file management, but also includes the dynamic, external management of the enterprise's brand communication activities. Standardized trademark management in brand communication activities can greatly enhance the effect of brand communication. Otherwise, the effect of the company's brand investment may be greatly reduced, and there may even be a risk of infringement. The trademark management activities of enterprises in brand communication mainly involve the following aspects: 1. The prominent emphasis on trademarks in advertisements and product packaging. Many enterprises repeatedly emphasize the ingredients, functions and effects of products in their advertisements, but ignore the importance of their own trademarks. ;"gt; The emphasis on the mark has resulted in consumers being deeply impressed by the efficacy of the product, but unable to associate the product with the trademark, so as to purchase the corresponding manufacturer's products. For example, when a company develops and launches a product that is not yet on the market For a new product, if a company focuses on promoting this new product without highlighting its own trademark, it may achieve the effect of advertising in the early stage, but in the later stage, as other companies also launch similar products, it may There are "negative effects" that help competitors in publicity. For example, the "laundry detergent" launched by Liby Group is a new product that is different from previous washing powders and laundry detergents. If you only emphasize that "this is a laundry detergent, not a laundry detergent", it will not stand out. Emphasizing the trademark 'Good Dad' may not achieve the expected advertising effect of the company. Therefore, only by continuously strengthening the company's trademark while promoting the product itself can consumers truly build up their awareness of the company's brand. .
Nowadays, companies also spend a lot of thought on designing product packaging, with extremely exquisite designs and shapes; "gt; there are patterns that occupy a large area of ????the product itself, or the common name of the product is eye-catching. The logo is prominently displayed, but the trademark logo is placed in an inconspicuous position. For example, on the outer packaging of Cestbon mineral water, the foreign word 'Cestbon' and the Chinese word 'Cestbon' are particularly eye-catching. They occupy a very conspicuous position on the packaging, which immediately attracts consumers' attention and creates a greater brand impact. Therefore, when designing product packaging, companies should take the important element of trademark into consideration and try to integrate the design with the trademark, which can not only achieve the effect of being beautiful and attracting consumers' attention, but also effectively convey trademark information to consumers. who. 2. Standardized use of trademarks in brand use
Clearly indicate that a certain logo is the trademark of the enterprise. The product itself and packaging include not only the trademark logo, but also information such as explanatory text and efficacy introduction. Therefore, how to explain to consumers which is the company's trademark? An effective method is to put a registration mark in the upper right corner or lower left corner of the trademark logo to explain to consumers that this is the company's registered trademark. If the company's trademark has not been approved for registration, but in order to prevent the company's original logo and short slogans from being used at will by others, it can be marked with the TM logo to indicate that this is the company's trademark and not a logo that everyone can use. . Standardize the use of approved and registered trademarks. According to Article 23 of the Trademark Law, if a registered trademark requires the exclusive right to use the trademark for goods outside the approved scope of use, a separate registration application must be submitted. Therefore, when a company launches a new category of products and wants to use the same trademark on the new product, but the product items approved for use by the registered trademark do not cover the new products, it should be noted that the registration mark cannot be marked on the trademark. , and at the same time, you should search whether the same or relatively similar trademark has been registered in the corresponding category of the new product to avoid the risk of infringement.
In addition, according to Article 49 of the Trademark Law, if a trademark registrant changes the registered trademark, the registrant’s name, address or other registration matters on his own during the use of the registered trademark, the local industrial and commercial administration department shall order him to do so. Corrections are required within a time limit; if corrections are not made within the time limit, the Trademark Office will revoke the registered trademark.
Therefore, if the company's name and address are changed, and the registered trademark information used on the products is the changed information, but the trademark change is not processed at the Trademark Office, it may be subject to the Trademark Office due to irregular use of the registered trademark. Risk of revocation.
Therefore, when using a brand, an enterprise must not only clearly indicate to consumers that a certain logo is the enterprise's trademark or registered trademark, but also check whether the registered trademark is used correctly. 3. Prevent trademarks from being diluted in brand communication. The more well-known trademarks of well-known companies, the greater the risk of being diluted. There are several manifestations of trademark dilution. First, others are free riding and use the same trademark as a well-known trademark on other products, or use a similar trademark on the same product. This behavior will weaken the connection between well-known trademarks and specific products; secondly, the trademark will gradually evolve into a common name in the industry, and the enterprise will no longer have exclusive rights to the trademark; thirdly, the trademark will be devalued and have a negative impact, such as using the 'Colgate' trademark On products such as toilets, it brings a bad feeling to consumers, thereby negatively affecting the 'Colgate' trademark.
The losses caused to enterprises by dilution of trademarks are immeasurable. On the one hand, it may make it difficult for consumers to effectively distinguish the source of goods, thereby affecting the company's product sales and market share; on the other hand, it may waste the company's years of efforts in brand building and investment. Therefore, companies should prevent trademarks from being diluted in brand communication. Specifically, when registering a trademark, you can appropriately expand the protection categories, apply for registration not only on the main products, but also on similar products and products that have a negative impact on the corporate trademark; in brand communication activities, Standardize the use of trademarks and add a registration mark next to the trademark. When conducting marketing activities, monitor the use of trademarks that are identical or similar to the corporate trademark in the market. Once an act of free-riding or defamation of a company's trademark is discovered, the infringer should be notified in writing and asked to immediately stop the inappropriate use. If necessary, initiate administrative or judicial procedures to stop the other party's illegal behavior. Bajie Intellectual Property Trademark: Strengthening enterprises’ awareness of trademark management in brand communication and paying attention to trademark activities in brand communication can make enterprises’ trademark management activities more effective, thereby helping enterprises establish and shape strong brands and obtain more economic benefits. benefit.
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