Trademark registration, its importance to a company should not require too much elaboration. This is something we all know. Some large companies will register multiple trademarks to help their development, but they are actually not familiar with the registration application process, let alone how to maintain and manage trademarks. This is a major shortcoming. Only by managing your trademark well can you effectively unleash its value.

Would anyone be surprised that trademarks still need to be managed? It is just a matter of keeping the trademark certificate and going to the Trademark Office to renew it once every ten years. The relevant person in charge of Bo Quanwei pointed out: Trademark use management is not as simple as this, but requires a lot of knowledge. When cultivating a trademark for a new product, the trademark owner only focuses on increasing its popularity and neglects to protect the distinctiveness of the trademark, which may ultimately bring fatal consequences to its trademark. It has become urgent to improve trademark owners’ awareness of protecting the distinctiveness of their trademarks. The loss of distinctiveness of a trademark is often related to the improper behavior of the trademark owner itself. For example, the owner's neglect of management of its famous trademark or improper use of the trademark may lead to degradation. How to maintain the value of trademarks is a question that companies must seriously consider. Trademarks may lose value due to these reasons:

1. If a trademark is famous, it is easy to be copied by a famous brand

With the good image of a famous trademark in the public mind, try to find ways to copy the famous brand, or use a similar trademark , or using a famous trademark as a company's trade name, or using a famous trademark on non-competitive goods. The behavior of imitating the famous brand has caused serious misleading to consumers, weakened or reduced the credibility of the famous trademark, and has a negative impact on the famous trademark. will cause serious damage.

Shanghai's Peromonte is a lesson. Peromonte is a clothing brand that became famous very early in Shanghai. , "Peromon" just laughed it off without taking any measures. Now "Pelomon" has become a well-known trademark. Although "Pelomon" is also a well-known trademark, people outside Shanghai think that "Pelomon" is not a brand name. But next to Luo Meng, Luo Meng is more famous than Pei Luo Meng. Therefore, companies need to understand the importance of trademark registration and trademark management.

2. Being used as a generic product name

Egefu (Tianjin) Co., Ltd. killed the legitimate user of the trademark for the enemy, and the Fushun County Biochemical Factory in Sichuan Province printed it without authorization "Enemy Kills" label, production, Egefu (Tianjin) Co., Ltd. sued, requiring the Fushun County Biochemical Factory in Sichuan Province to stop infringement and compensate for losses. The defendant, Fushun County Biochemical Factory in Sichuan Province, claimed that in the Ministry of Agriculture's "New Pesticide Manual", bromethrin is the Chinese common name, and other names are dimethrin. The defendant further claimed that due to the plaintiff's own negligent management behavior, "Ekill" has actually become a common name for pesticides, diluting its significance. Therefore, the defendant's use of it as a product name does not constitute an infringement of the trademark registration.

When a certain type of goods does not have a unified common name or the common name is not well known to ordinary consumers, a trademark for a new product or a very well-known trademark among such goods may be used. to directly refer to such goods and gradually become a common name for goods. Once this happens, the trademark will completely lose its identification and will no longer have a distinguishing function. The value of the trademark created by the right holder with huge financial resources and wisdom will no longer exist. , for rights holders, this is undoubtedly a disaster.

In trademark registration, each application step needs to be treated rigorously. Good trademark management is also a step that enterprises cannot take lightly. The above introductions and examples are to make enterprises realize the importance of trademark management and protect their own intellectual property rights from harm. Enterprises should strengthen professional management skills and make detailed plans.