A trademark is a company’s most valuable asset. It is a logo that distinguishes it from other companies. If your trademark no longer represents the company, the brand will be over. ?

The marketing department of any company always hopes that the more people know about its brand, the better, but if the brand becomes so popular that it directly becomes synonymous with a type of product, that is not a good thing. Think about Bondi, aspirin and nylon. When you mention these terms, are you talking about a type of product or that company's product? And your competitors can also freely borrow this name to promote their products, because patents The law cannot protect an everyday term instead of your trademark, which would put your company in a very dangerous situation.

This phenomenon is called "genericide", de-trademarking. ?A trademark is a company's most valuable asset, a logo that distinguishes it from other companies. If your trademark no longer represents the company, the brand is over. ?Allan Poulter, an intellectual property lawyer at BirdandBird, analyzed. The Escalator elevator, Yo-Yo toys, and Bandage bandaids all met this fate.

So, how to build a brand reputation and avoid being de-trademarked?

1

Use one brand to a variety of products. Then this brand represents more than one product, such as Vaseline, which includes moisturizer, hand cream, soap, lip balm, etc. This prevents the name from becoming a specific name for a product.

2

When registering a trademark, try to cover it as comprehensively as possible. We have heard more than once about cases of commercial disputes arising from brand names, and we have also seen many people making huge profits by reselling trademarks. For example, Tesla can only use a confusing name like Tusola, while Apple also paid $60 million for the iPad trademark. Therefore, when you register a trademark for your company, please be more imaginative for the future of your company. Maybe one day your brand will become a household name.

3

Internet brands should pay special attention to correct usage. Because of the widespread use of network services, this situation is particularly easy to happen. For example, "google" and "Baidu" have become verbs, and "tweet" and "Weibo" have also become synonymous with social network posting status, because the original language There is no vocabulary to cover this new online behavior, so people instinctively use the name of the leading company. Google, which has just been promoted to the world's most valuable brand, has already begun to pay attention to maintaining the correct use of the word "Google".

4

This phenomenon has also given rise to a new market: marketing companies that specialize in protecting your trademark rights. Xerox copiers were also one of the brands threatened by detrademarking in the early years, but an advertisement cleverly expressed its desire to protect its own brand: "If you use Xerox like aspirin, we'll have a headache." ?

5

Crack down on counterfeiting, crack down on counterfeiting, and crack down on counterfeiting again. Counterfeit and shoddy products and infringing trademarks are always banned, but companies still have to invest a lot of resources to deal with these legal disputes, not only to protect rights, but also to prevent your trademark from being used too easily and falling into a "de-trademark" situation. Seeing Kangshuaifu, Sanliangye, and Maijie all over the street? While you are laughing and laughing, are you also worried about whether your brand will be ignored in the same way?