Hello, The implementation of trademark and brand strategy is an urgent need to adapt to supply-side structural reform and improve supply quality. It is an urgent need to adapt to the trend of consumption upgrading and promote consumption growth. It is an urgent need to adapt to the trend of economic globalization and There is an urgent need to enhance international competitiveness. To actively promote the construction of trademarks and brands, give full play to the role of trademarks and brands in promoting economic and social development, and promote my country's economic transformation, upgrading, and innovative development, it is necessary to change concepts, reform with determination, find the right positioning, and develop the overall situation under the guidance of the "Plan". From a strategic perspective, we will comprehensively promote the reform of the trademark registration management system around "delegation, management and service", regard the implementation of trademark and brand strategies as an important support for the development of the brand economy, and promote the improvement of the quality of economic development and the quality of people's lives.
1. Change concepts and correctly handle the relationship between the government and the market
my country's trademark and brand construction was gradually started and gradually improved in the practice of economic development along with the process of reform and opening up. Affected by traditional concepts, in the process of my country's transformation from a planned economy to a market economy, and from a closed economy to an open economy, the relationship between the government and the market needs to be clarified urgently.
(1) Correctly understand well-known, famous and well-known trademarks. First of all, we must correctly understand that a well-known trademark is a legal concept of trademark protection, not a concept of honor or commercial promotion. Secondly, we must have a deep understanding of the way the government selects and recognizes famous trademarks and well-known trademarks, facing the huge risk of the government being "offside".
(2) Correctly handle the relationship between the government and the market. We must fully respect the laws of the market economy, especially the laws of competition, adhere to the direction of market-oriented reform, and give full play to the role of enterprises as the main body of trademark and brand building. Guide enterprises to enhance trademark and brand awareness, improve the added value and competitiveness of trademark brands, and cultivate independent brands with global competitive advantages.
2. Streamline administration and delegate power, and continuously deepen the reform of the trademark registration management system
Focusing on the implementation of the trademark brand strategy, we will continue to improve the level of trademark public service and lay a good foundation for exerting the leading role of the brand. service foundation, further stimulate market vitality, promote mass entrepreneurship and innovation, focus on deepening the reform of trademark registration facilitation, and continuously deepen the reform of the trademark management system.
(1) Continue to promote the reform of trademark registration facilitation. Deepen the reform of trademark registration facilitation, continue to promote the pilot work of local trademark acceptance points and trademark pledge registration acceptance points, and continuously improve service quality. Continue to promote the work of the Beijing-based review collaboration center, establish and improve management systems, and standardize management.
(2) Continuously improve the trademark review system. Actively implement the sole review system, establish a quality supervision system for trademark review, and strengthen quality supervision. Further simplify procedures and improve review efficiency.
(3) Promote the electronicization of the entire trademark registration process. Use "Internet +" as the carrier to upgrade the system and enhance the service experience of China Trademark Network. Further optimize the work process, reform the way of sending and receiving trademark documents, and actively promote electronic trademark registration certificates and electronic delivery. Promote the opening of trademark databases to the public.
3. Combine decentralization with regulation, and effectively strengthen trademark and intellectual property protection
As the reform of the commercial system continues to deepen, reform dividends continue to be released, and market vitality continues to be stimulated, but the market environment is still relatively severe. , illegal acts of infringement and counterfeiting still exist, new illegal forms are constantly emerging, and investigation and punishment are becoming more difficult. To create a market environment of fair competition and actively promote the development of trademark and brand economy, we need to effectively strengthen the protection of trademark intellectual property rights.
(1) Establish a new concept of trademark supervision. Focusing on clarifying the relationship between the government and the market, we will clarify the ideas and concepts of trademark supervision. Efforts will be made to promote the gradual shift in the focus of trademark work from review and registration to equal emphasis on registration, confirmation and protection. Efforts will be made to promote the transformation of trademark supervision methods from traditional to new supervision mechanisms. Efforts will be made to promote the transformation of trademark and brand evaluation from government-led to market-led. Efforts will be made to promote the transformation of trademark and brand building from encouraging registration to advocating use. Efforts will be made to promote the transformation of market entities from purely pursuing the number of trademark registrations to improving the quality of trademarks and brands.
(2) Innovate regulatory mechanisms and methods. Strengthen trademark credit supervision, incorporate supervisory inspections and administrative penalty information on investigating trademark infringement and counterfeiting into the national enterprise credit information disclosure system, and increase punishment for breach of trust. Strengthen big data supervision, explore and implement the "Internet + Supervision" model, and gradually improve the ability to discover, collect, screen, and handle clues about infringement, counterfeiting, and illegal activities. Deepen cooperation with judicial authorities and innovate interactions with industry associations, e-commerce platforms, rights holders, and enterprises.
(3) Strengthen the administrative protection of trademarks. Focus on well-known trademarks, geographical indications, foreign-related trademarks, and time-honored registered trademarks, and increase the protection of well-known trademarks and time-honored trademarks in the review, objection, and review processes. Make full use of well-known trademark protection methods to strengthen the protection of the legitimate rights and interests of well-known brands. Strengthen the protection of registered trademarks of time-honored brands and intensify the crackdown on behaviors that infringe the exclusive rights of registered trademarks of time-honored brands. Actively promote the comprehensive management and enforcement of intellectual property rights under a unified market supervision framework, and support pilot work in places where conditions permit.
(4) Curb malicious trademark registration. Study and formulate "Several Provisions on the Application of Trademark Law in Trademark Rights Confirmation Cases" to improve the protection mechanism. Measures such as early review, centralized review of combined cases, and strict application of laws will be adopted to strictly and expeditiously try large-scale cases of malicious trademark registration. Resolutely curb malicious trademark squatting behaviors that violate the principle of good faith, maliciously cling to the reputation of others' trademarks, or occupy public resources.
4. Optimize services and strive to improve trademark and brand service capabilities
Currently, the Party Central Committee and the State Council attach great importance to brand work and regard strengthening brand building as an important strategic measure to promote economic and social transformation and development. . The State Administration for Industry and Commerce fully understands the status and role of trademarks and brands in promoting economic transformation and upgrading, vigorously promotes the implementation of trademark and brand strategies, issued the "Opinions of the State Administration for Industry and Commerce on In-depth Implementation of Trademark and Brand Strategies to Promote Chinese Brand Construction", and convened a working meeting on the implementation of trademark and brand strategies The implementation of the trademark and brand strategy has made a good start.
(1) Comprehensively build a brand cultivation service system. Carry out the construction of trademark and brand entrepreneurship and innovation bases, guide and support the construction of trademark and brand innovation and entrepreneurship bases in various regions, drive the development of regional economies such as trademark-intensive industry clusters and trademark brand service industry clusters, and promote the marketization and socialization of brand building work , Systematization. Accelerate the legislative process of the "Interim Measures for the Credit Management of Trademark Agencies", standardize the development of the trademark and brand service industry dominated by trademark agencies, support and encourage trademark and brand service agencies to continuously improve their service levels, and form a number of trademark and brand service industry clusters .
(2) Promote the capitalization operation of trademarks and brands. Actively expand financing channels, support enterprises in using trademark intangible asset pledge loans, guide enterprises to carry out trademark and brand capitalization operations, and help enterprises solve the problem of "difficult and expensive financing".
(3) Carry out social evaluation of trademarks and brands. Support independent third parties to conduct social and market-based evaluations of my country's trademarks and brands, establish an objective, fair and international trademark and brand value evaluation system, and increase trademark and brand promotion efforts.
5. Strengthen cooperation and continuously improve the internationalization level of trademarks and brands
The "National Innovation-Driven Development Strategy Outline" clearly states that we must promote the internationalization of China's high-quality brands. The "Plan" requires that international exchanges and cooperation be encouraged, overseas protection of independent trademarks and brands be strengthened, and international competitiveness be enhanced. The national industrial and commercial and market regulatory authorities should actively support Chinese enterprises and Chinese brands in "going global" and encourage and guide domestic enterprises to establish strategic thinking of global brands.
(1) Improve the facilitation of international trademark registration in Madrid. Deepen the reform of the examination and trial system and mechanism, rationally allocate Madrid trademark examination forces, and provide applicants with more high-quality and convenient services. Steadily promote electronic communication in Madrid and gradually promote the electronicization of the entire international trademark registration process.
(2) Improve the international application level of trademarks and brands. Strengthen multi-party collaboration among governments, enterprises and industry associations as well as international exchanges and cooperation, and improve the application level of the Madrid System. Actively support Chinese enterprises and Chinese brands to "go global", encourage and guide domestic enterprises to expand overseas trademark layout around the "Belt and Road" strategy, and seize opportunities in international competition. Increase overseas publicity and support for independent trademarks and brands, and accelerate the cultivation of new international competitive advantages with trademarks and brands as the core.
(3) Improve the overseas rights protection working mechanism. Actively carry out international exchanges and cooperation in trademark and brand evaluation, strengthen cooperation with the World Intellectual Property Organization and other member states, and improve my country’s voice and influence in the international trademark field. Explore the establishment of an information collection platform for overseas trademark rights protection of Chinese enterprises, guide enterprises to establish overseas trademark infringement early warning and response systems, improve overseas rights protection working mechanisms, and protect Chinese brands’ “going out”.
6. Focus on "agriculture, rural areas and farmers" and continue to improve the targeted poverty alleviation benefits of geographical indications and trademarks
Fully understand the role of geographical indications and trademarks in promoting regional economic development, increasing farmers' income, and enhancing the international reputation of domestic agricultural products. competitiveness and the importance of protecting the natural environment to achieve sustainable development. Continue to increase the protection of geographical indications and agricultural product trademarks, promote the use of geographical indications and agricultural product trademarks to carry out targeted poverty alleviation, promote farmers' income increase, increase agricultural efficiency, and assist the green development of poverty-stricken areas.
(1) Strengthen the registration of geographical indication trademarks. Further unblock the "green channel" for geographical indication trademark registration, simplify procedures, optimize processes, and improve review efficiency. Focusing on the promotion of agricultural industrialization, we will actively guide local "famous, high-quality, special, new and rare" agricultural and sideline products to apply for registration of geographical indication trademarks and standardize their use in accordance with the law, and continuously improve the working mechanism for agricultural trademark and brand building.
(2) Strengthen guidance on the use of geographical indications and trademarks. Highlight regional and historical and cultural characteristics, guide local and geographical indication rights holders to improve their ability to use and manage geographical indications, and enhance the competitiveness of geographical indication trademark brands. Effectively mobilize the enthusiasm of relevant parties, give full play to the leading role of geographical indication regional brands, and promote regional economic development.
(3) Strengthen the promotion of geographical indications and trademarks. Innovate ways of cooperation with the media, enrich publicity forms, highlight thematic publicity of geographical indications, and enhance the awareness of geographical indications in all sectors of society. Promote the mature model and experience of targeted poverty alleviation using geographical indications and trademarks across the country to promote the development of "agriculture, rural areas and farmers". Strengthen research on geographical indication culture, cultivate geographical indication cultural soil, and promote geographical indication culture to become a new highlight in international exchanges.