Enlightenment 1: Trademark is still your own good
The dispute over the trademark of "Wang Lao Ji" lies in the value of the trademark. The root cause lies in the trademark use right of "Wang Lao Ji". It is an ironclad fact that Jiaduobao has turned Wang Lao Ji's trademark from obscurity to an annual sales income of 16 billion no matter how sad and unwilling it is to the society. The ownership of the trademark is in Guangyao. Even if Jiaduobao has the trademark registration right of Wang Laoji in Hong Kong, Taiwan and overseas, it must be in accordance with China's Trademark Law at home.
Revelation 2: From trademark to brand, we need to operate
Before Dorset Lease, before 23, Wang Laoji was only a regional brand, with a relatively fixed consumer group in Guangdong and southern Zhejiang, and its sales remained at around 1 million yuan for several years. Guangzhou Pharmaceutical Group assessed that the brand value of hundreds of billions of Wang Laoji was completely shaped and operated by Jiaduobao Company, and Gato Baocheng was the gold content of Wang Laoji brand.
Revelation 3: The value of a trademark is incalculable
A trademark is a commercial symbol, and the brand value is inseparable from the operational ability of producers and operators, such as investment in advertising and sales operations. The brand is not only made by enterprises, but also emotionally recognized by consumers. Therefore, the trademark has no value at the beginning, but gradually produces value because of the continuous accumulation of goodwill in use.
revelation 4: marketization of trademark rights
the most valuable asset of an enterprise is not land, plant and equipment, but brand. Trademark is the lifeblood of a brand. Trademark right is an intangible asset with economic value, which can be used to pay debts, that is, transferred according to law. Although Wang Laoji is a time-honored brand in China, it was a declining traditional medicine brand before 2, and it was a "chicken rib" and "unused resource" in the hands of Guangzhou Pharmaceutical Group. Jiaduobao took a fancy to the potential of Wang Laoji's trademark. On a certain day in 1997, Jiaduobao and Guangzhou Pharmaceutical signed an exclusive trademark license contract, with a lease term of 15 years. Jiaduobao used Wang Laoji's trademark until December 31, 211, and the trademark usage fee was one.
Revelation 5: The future of national trademarks is infinite
From the trademark dispute of Wang Laoji, we are delighted to see the value of national trademarks. At least, the brand value of Wang Laoji in China has far exceeded that of Liangle in the domestic market. National brands are not only for enterprises, but also for nationalities. Without the rise of national brands, it is hard to say that a country's economic strength is really strong.
revelation 6: the way to authorize trademarks
how to improve the user protection system, balance the interests of trademark owners and users, and create a benign operation mode of trademark licensing is a difficult problem for domestic enterprises. On the one hand, domestic enterprises will not authorize, so there are great loopholes in Wang Laoji's lease contract, and even bribery agreements appear. On the other hand, domestic enterprises have a weak awareness of trademark rights protection. With the market expansion of foreign enterprises, many of our national trademarks (such as Vitality 28, Tianfu Coke, Aoni and other trademarks) are gradually drifting away from consumers until they disappear.