1. It is beneficial to brand extension and enhance the value of trademarks.
enterprises use multiple registered trademarks on the same approved commodity, with one master and one deputy, or regardless of the master and deputy, which not only meets the requirements of market segmentation, but also is more conducive to the rational allocation of human, financial and material resources and brand extension based on market segmentation, expanding the direction, occupying all levels of markets, and improving the value and popularity of brands. For example, "Senda" is the registered trademark of Jiangsu Senda Group. With the development of the enterprise, operators constantly adapt to the competitive situation, subdivide the market, register the "Fanshitina" trademark for women in the high-end market, register the "good popularity" trademark for the middle-end market, and use the "Senda" trademark in combination with these two trademarks, attracting the consumption eyes of different groups.
2. The safety of using registered trademarks has been improved.
one of the manifestations of infringement of the exclusive right to register is that the trademark used on the same or similar goods is similar to the registered trademark of others without permission. The approximation here is not only the approximation of form, but also the approximation of "God", which is similar in pronunciation and significance. In order to prevent their carefully managed brands from being copied by others, some merchants registered trademarks similar to their registered trademarks to defend themselves, calling them defensive trade mark, to actively protect their own brands. For example, the pronunciations of "Jordan" and "QIAODAN" are similar. In order to prevent counterfeiting of its "Jordan" trademark, Fujian Jordan Sporting Goods Co., Ltd. registered the "QIAODAN" trademark at the same time and used it in approved products, making the use of the "Jordan" trademark safer.
3, to prevent the emergence of brand-name phenomenon.
some business operators split words identical or similar to well-known and well-known registered trademarks at home and abroad into two or more trademarks and registered them in the Trademark Office respectively, and then combined these trademarks after registration, so as to confuse the source of goods and infringe on the exclusive right of others to register trademarks. After an enterprise used the trademarks "Zhongsen" and "Shengda" on leather shoes products at the same time, it highlighted the word "Senda". Ordinary consumers can only notice that the brand of leather shoes is "Zhongsenda" brand, which is mistaken for "Senda" brand leather shoes, because "Senda" was originally from China. This undoubtedly constitutes the act referred to in Item (1) of Article 52 of the Trademark Law, "Using a trademark that is the same as or similar to its registered trademark on the same or similar goods without the permission of trademark registration", resulting in the infringement of the exclusive right to use the registered trademark of Senda.