As an important intellectual property, trademark is not only a symbol, but also an intangible asset of the enterprise. Every time-honored brand has developed to this day after continuous baptism of years. For time-honored enterprises, corporate value is a key part of a company's development, and brand value cannot be ignored. With the development of the economy, more and more time-honored enterprises have disputes over their trademark use rights.

For example, the "North-South Daoxiang Village Dispute" caused by historical reasons. Both companies are recognized Chinese time-honored enterprises. Su Dao mainly operates in the southern market, while Beidao is deeply involved in the Beijing market, and there is no lawsuit. contradiction. The rise of the Internet economy has broken the original geographical structure of the two companies. The protracted dispute over trademark rights has not only increased the costs of the companies, but also has a negative impact on the long-term stability and healthy development of the companies.

In addition, with the increasing improvement of my country's economic level, countless opportunistic companies want to obtain greater profits. They no longer focus on making products down-to-earth, but choose to pretend to be time-honored brands. This shortcut has led to the production and sale of a large number of counterfeit and shoddy products. The emergence of copycat products has dealt a heavy blow to time-honored brands, causing the image of time-honored brands with excellent quality to fall from the altar.