The original Jiaduobao incident is still lingering in my mind, and this year the dilemma faced by Red Bull has appeared again. An authorized brand - the brand becomes famous - the trademark license expires - the trademark may have to be recycled. If you are the perfect wedding dress for others, you will have to start from scratch if you are not careful.

Neither Red Bull Drinks nor Jiaduobao are successful easily, nor are they successful by accident. 1. Red Bull beverage met China’s needs at that time. The main function is to make functional drinks. Functional drinks were really blank in the beverage area at that time. After many years of operation, they have become the highest-selling beverage in China in 2015. 2. The company invested a lot of money into promoting Red Bull. The Red Bull brand was built and advertised during prime time on various satellite TV stations. Let Red Bull remain deeply rooted in the hearts of consumers.

In fact, in general business practice, the business activities of the trademark licensee usually increase the goodwill of the licensee, but when the trademark license is terminated, the licensee can no longer use it The trademark and the goodwill attached to the trademark belong to the licensor.

But no matter whether the brand value is high or low, for trademark licensing, the licensee must unconditionally transfer the trademark to the brand licensor when the trademark license period expires. This is non-negotiable unless The two parties have already signed another agreement.

In this kind of dispute over trademark licensing, successful licensees hope to be able to maintain their original personalized contributions after the trademark license expires. However, ordinary licensors will not agree to this, so in order to achieve this goal, corresponding brand layout and planning should be carried out as early as possible.

Short comment: When obtaining a brand license, you should not only start developing the licensed products, but also pay attention to cultivating your own independent brand. To put it simply and clearly, during the period of trademark licensing, the licensed enterprise can fully utilize the publicity and promotion of the licensed brand to promote its own brand while improving the goodwill of the licensed brand.