Trademarks are a symbol that distinguishes the source of goods. In order to take good trademark defense measures, many companies will apply for many trademarks and develop trademark strategies.

Among these trademarks, the real or main function of distinguishing the source of goods is the main trademark of the enterprise or the main trademark of the product. In addition, most trademarks are defensive trademarks and sub-trademarks.

So, what is a sub-trademark? What is a primary and secondary trademark strategy?

The primary and secondary trademark strategy refers to registering multiple trademarks on the same product. One is the main trademark that reflects the image of various products, and the other is an auxiliary trademark used on specific products called a secondary trademark (also called a secondary trademark).

Among them, the function of the main trademark is to distinguish the source of the goods and reflect the quality of the goods, and to establish and improve the reputation of various products; the sub-trademark is used to express the use, function, specifications, ingredients, and technology of specific products. and other information features play an important role in advertising promotion, and the two complement each other. Large companies such as Haier, Toshiba, Hitachi, and Sony all adopt the primary and secondary trademark strategy.

According to the use period of the trademark, it is divided into long-term sub-trademarks and short-term sub-trademarks

As mentioned above, sub-trademarks have advertising and promotional functions. Therefore, it is undoubtedly necessary to use sub-trademarks that reflect the product characteristics of the main products that the company needs for a long time; some products are products produced and sold at a specific time. For example, once the impact of the event disappears, the short-term products planned by the company using event marketing will also withdraw from the market, and the sub-trademarks they use that reflect the characteristics of the event will be discarded.

According to whether the trademark has been approved for registration, it is divided into registered sub-trademarks and unregistered sub-trademarks

Corporate brand structure is the main and secondary basis for the existence of trademarks, but not all brand structures can be formed corresponding registered trademark. The reason is that the naming of the brand name does not comply with the trademark naming rules. Some sub-brand names, especially secondary sub-brand names, are directly named after product characteristics. For example, if energy-saving experts are used as sub-trademarks on electrical products, obviously the names of these sub-trademarks do not comply with the provisions of China's Trademark Law and cannot become registered trademarks, and can only be treated as unregistered trademarks. In addition, due to their short use period, some short-term temporary sub-trademarks do not require trademark registration and protection.

According to the information expressed by trademarks, they can be divided into category trademarks, model trademarks, decorative trademarks, marketing trademarks, technical trademarks, etc.

Category sub-trademarks are used to indicate different types of products. For example, a certain brand of refrigerators uses different sub-trademarks to distinguish double-door and single-door refrigerators;

The model sub-trademarks are used to indicate products of different specifications and models in the same category. For example, a pen-making company uses different sub-trademarks to distinguish and indicate gel pens with different technical specifications;

Decorative sub-trademarks are used to beautify decorative products. If some companies use hypothetical blessings as The sub-trademark on product packaging is registered and used;

The most famous marketing sub-trademark may be the Double Eleven trademark applied for registration by Alibaba. The significance of this sub-trademark is to protect the marketing concept of the shopping festival;

Technical trademarks indicate or imply the technology, materials, formulas and other technologies used in products, such as the Fresh Breath trademark registered by Supor Electric. Refers to the technology, materials, formulas and other technical elements used in products such as the Fresh Breath trademark registered by Supor Electric.