With the enhancement of public awareness of intellectual property rights, many enterprises have applied to register the names of their senior managers. Mainly to protect the legitimate rights and interests of enterprises from infringement and avoid being used by people with ulterior motives.

Recently, Beijing Jinshan Software Co., Ltd. applied for 10 "Lei Jun" trademarks in one breath. International classification involves 34- tobacco smoking set, 29- food, 40- material processing, 26- button zipper, 42- website service, etc. At present, the trademark status is being applied.

According to public information, in August of 1998, Lei Jun became the general manager of Jinshan Company. At the end of 2000, after the reorganization of the shareholding system of Jinshan Company, Lei Jun became the president of Beijing Jinshan Software Co., Ltd., and Jinshan Software was listed on the Hong Kong Stock Exchange in 2007. It has four subsidiaries: Jinshan Office, Jinshan Cloud, Cheetah Mobile and Xishanju. A few years ago, although Lei Jun withdrew from the position of CEO of Kingsoft, he still shined as chairman and major shareholder.

It is understood that this is not the first time that Beijing Jinshan Software Co., Ltd. has applied for the "Lei Jun" trademark. As early as 20 14, 10, Jinshan Company applied to register as many as 45 "Lei Jun" trademarks, and the international classification involved 16- office supplies, 14- jewelry watches, 32- beer and beverages, and 4 1- education.

Just a name. Is it necessary to register so many trademarks? In fact, Jinshan Company registered so many trademarks not to seize resources, but as a defensive registration.

The purpose of registering defensive trademarks is not to really use these trademarks, but to restrict others from using or registering trademarks identical or similar to their own trademarks in other related categories of goods and services, so as to protect trademarks and reserve "trademark space" for the future development of enterprises. By registering defensive trademarks, enterprises can reduce the risk of brand duplication and malicious attachment, reduce the cost of trademark rights protection and prevent malicious competition from other enterprises.

However, even though it looks like a trademark moat with an iron wall, it has been used. A company in Shandong registered the word "Lei Jun Electric" in the field of electric vehicles and used a logo similar to Xiaomi, which once caused a heated discussion on the Internet. This move was brought to court by Xiaomi, claiming 500,000 yuan. It seems that trademark protection is really learned.