1. Passive principle: enterprises must take the initiative to apply.

2. case principle: when an enterprise files an application for a trademark case, the recognition organ will recognize the enterprise trademark according to whether it meets the requirements of the Provisions on Recognition and Protection of Well-known Trademarks.

3. objective well-known principle: that is, objective well-known within a certain range.

legal basis

according to article 14 of the trademark law, a well-known trademark shall be recognized as a fact that needs to be recognized in handling trademark cases at the request of the parties concerned. The following factors should be considered when identifying a well-known trademark:

(1) the awareness of the trademark by the relevant public;

(2) the duration of the use of the trademark;

(3) the duration, degree and geographical scope of any publicity work of the trademark;

(4) the record that the trademark is protected as a well-known trademark;

(5) Other factors that make the trademark well-known.

in the process of trademark registration examination and investigation of trademark violation cases by the administrative department for industry and commerce, if the parties claim their rights in accordance with the provisions of Article 13 of this Law, the Trademark Office may, according to the needs of examination and handling of the case, determine the well-known situation of the trademark.

in the process of handling trademark disputes, if the parties claim their rights in accordance with the provisions of article 13 of this law, the trademark review and adjudication board may, according to the needs of handling the case, make a determination on the well-known situation of the trademark.

in the process of trying a trademark civil or administrative case, if the parties claim their rights in accordance with the provisions of article 13 of this law, the people's court designated by the Supreme People's Court may, according to the needs of trying the case, make a determination on the well-known trademark.

producers and business operators shall not use the words "well-known trademarks" on commodities, commodity packages or containers, or in advertising, exhibitions and other commercial activities.