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Third, according to the market selection of themes design trademarks a product or a class of products not only to apply a certain consumer groups, but also apply to a certain area of ​​consumer groups. For this reason, when selecting the subject matter and designing the trademark, various factors such as the geographical environment, living habits, religious beliefs, folk customs, and moral values ​​of the product sales area must be taken into account. This is just to illustrate that when choosing a market for the sale of a product, consider the various situations described above. In the same way, when choosing a theme or designing a trademark, you should also think about which products the brand is going to be used for and where the products are sold. If it is determined that the market for these products is in China, it would be ideal to choose Chinese words for collocation and combination. If the market is abroad, choosing to use Pinyin, English or other languages ​​is more appropriate. Taking Coca-Cola Company of the United States as an example, there are three trademarks for carbonated beverages, namely, “COCO-COLA†in English, “COKE†and a three-dimensional trademark pattern in the shape of a small glass bottle filled with beverages. These three trademarks will always appear on the outer packaging of various models of Coca-Cola beverages, including large bottles, medium bottles, small bottles and cans, and they are all the same all over the world. However, if you pay attention, you will find that in addition to the above three trademarks, there is also a Chinese trademark for Coca-Cola beverages sold in the Chinese market. It is the Chinese character “Coca Cola†whose size is in English “COCA- Same as CO-LA. If you are in Japan, you will find Coca-Cola spelled with a Japanese Katakana on the Coca-Cola packaging. The Coca-Cola spelling on the outer packaging of Coca-Cola sold in Germany can be found in German. From the above, it can be concluded that Coca-Cola's trademark use model is: "COCA-COLA", "COKE" and the three-dimensional glass bottle brand, is the company's three main trademarks, and will always be used at the same time. However, in each country or region, a local language is selected and spelled “COCO-COLA†and used together with it. The reason why Coca-Cola adopted this model is because anyone is familiar with their mother tongue and is the easiest to remember. Therefore, using the local language as a trademark is the most easily accepted and easiest to open the market.
Fourth, how to select topics based on the positioning of trademarks, designing trademarks in China, whether it is an old enterprise or a new enterprise, it can be said that most of them are faced with a trademark issue, namely the positioning of trademarks. For the old companies, due to the influence of the planned economy in the past, there are various problems. For example, some companies have trademarks, but some are out of date, some are too vulgar, some even have political colors, and others are too narrow to use and have no future. In other words, although they have many trademarks, few of them can adapt to the current market economy. Other companies not only have trademarks, but these trademarks are still relatively famous, but there is a problem of inconsistent trademark rights. In China, a trademark belongs to a company, but in other countries, the trademark belongs to another company. This is because due to the continuous development of the reform and opening up, it is possible that both companies have the right to import and export, resulting in the frequent occurrence of trademark conflicts between the two companies abroad. On the other hand, due to the reform of the enterprise system, some of the original business in the company was separated and an independent company was established, or some of the businesses in one company were centralized as another company. Due to the separation of services, the trademark rights of a trademark are all more than one. For example, the “Pearl River Bridge†trademark is currently owned by the three companies. The China National Cereals, Oils and Foodstuffs Import and Export Corporation owns its trademark rights in canned food, and Guangdong Cereals & Oils Import and Export Corporation has a trademark on edible oil commodities, while Guangdong Food Import and Export Corporation It has its trademark rights on alcoholic products. If the company has the above situation, it should analyze its trademark one by one and give it a position. See if there is value, use value, and value. That is to say, the existing old trademarks are classified. If a trademark is outdated or too vulgar, it has no use value, so it should be shelved or abandoned. If a certain trademark has certain use value on a certain type of commodity and there is a certain market, then the use of the trademark should be reserved, and the quality of its products should be guaranteed and continuously improved, and the trademark should be appropriately promoted. Gradually increase the visibility of the trademark. If it is determined that a trademark has cultural value, it may become the main trademark of the enterprise, or it may be cultivated into a well-known trademark, a complete training plan should be formulated for the trademark, including the management, use and protection of the trademark. .
For new enterprises, trademarks should be designed according to their corporate development strategies. When designing a trademark, it is necessary to consider factors such as the products that are currently produced and operated, the products that will be produced and operated in the future, the current market and future market of the enterprise, the scale of enterprise development, and the direction of enterprise development. If an enterprise determines that the creative trademark is the main trademark of the enterprise and it will be used in many types of commodities in the future, and it will be used in multinational markets, then the enterprise should first develop a trademark strategy and determine the trademark use model. At this time, the idea of ​​a trademark may not be just a trademark idea, but a set of trademarks and even the idea of ​​the company emblem and the logo.
V. How to avoid the trademark banned clauses stipulated in the national trademark law. When selecting creative subjects, creative trademarks are referred to in addition to the above principles. There is also a principle that must be respected. That is, creative trademarks must not be prohibited from violating national trademark laws. Terms. There are several basic principles in which the trademark laws of various countries can be used as trademarks and which cannot be used as trademarks. These principles are roughly summarized as follows:
(1) Same as or similar to the name of any country, national flag, national emblem, military flag, or medal. This provision means that the applicant cannot use the names or logos as a trademark to apply for registration and claim protection. Even if an application is filed, its trademark authority will not authorize it.
(2) Same or similar to the flag, emblem, or name of an international organization or an international organization. The clause means that the applicant cannot apply for the registration of a trademark like the flag or monogram of the United Nations, the flag or monogram of the European Union, the Olympic flag or monogram, the logo and logo of the International Red Cross, etc. No country will be registered.
The above-mentioned insider cannot be used as a trademark, and its main reason is to maintain its solemnity by respecting domestic, foreign and international organizations. (To be continued)
Fourth, how to select topics based on the positioning of trademarks, designing trademarks in China, whether it is an old enterprise or a new enterprise, it can be said that most of them are faced with a trademark issue, namely the positioning of trademarks. For the old companies, due to the influence of the planned economy in the past, there are various problems. For example, some companies have trademarks, but some are out of date, some are too vulgar, some even have political colors, and others are too narrow to use and have no future. In other words, although they have many trademarks, few of them can adapt to the current market economy. Other companies not only have trademarks, but these trademarks are still relatively famous, but there is a problem of inconsistent trademark rights. In China, a trademark belongs to a company, but in other countries, the trademark belongs to another company. This is because due to the continuous development of the reform and opening up, it is possible that both companies have the right to import and export, resulting in the frequent occurrence of trademark conflicts between the two companies abroad. On the other hand, due to the reform of the enterprise system, some of the original business in the company was separated and an independent company was established, or some of the businesses in one company were centralized as another company. Due to the separation of services, the trademark rights of a trademark are all more than one. For example, the “Pearl River Bridge†trademark is currently owned by the three companies. The China National Cereals, Oils and Foodstuffs Import and Export Corporation owns its trademark rights in canned food, and Guangdong Cereals & Oils Import and Export Corporation has a trademark on edible oil commodities, while Guangdong Food Import and Export Corporation It has its trademark rights on alcoholic products. If the company has the above situation, it should analyze its trademark one by one and give it a position. See if there is value, use value, and value. That is to say, the existing old trademarks are classified. If a trademark is outdated or too vulgar, it has no use value, so it should be shelved or abandoned. If a certain trademark has certain use value on a certain type of commodity and there is a certain market, then the use of the trademark should be reserved, and the quality of its products should be guaranteed and continuously improved, and the trademark should be appropriately promoted. Gradually increase the visibility of the trademark. If it is determined that a trademark has cultural value, it may become the main trademark of the enterprise, or it may be cultivated into a well-known trademark, a complete training plan should be formulated for the trademark, including the management, use and protection of the trademark. .
For new enterprises, trademarks should be designed according to their corporate development strategies. When designing a trademark, it is necessary to consider factors such as the products that are currently produced and operated, the products that will be produced and operated in the future, the current market and future market of the enterprise, the scale of enterprise development, and the direction of enterprise development. If an enterprise determines that the creative trademark is the main trademark of the enterprise and it will be used in many types of commodities in the future, and it will be used in multinational markets, then the enterprise should first develop a trademark strategy and determine the trademark use model. At this time, the idea of ​​a trademark may not be just a trademark idea, but a set of trademarks and even the idea of ​​the company emblem and the logo.
V. How to avoid the trademark banned clauses stipulated in the national trademark law. When selecting creative subjects, creative trademarks are referred to in addition to the above principles. There is also a principle that must be respected. That is, creative trademarks must not be prohibited from violating national trademark laws. Terms. There are several basic principles in which the trademark laws of various countries can be used as trademarks and which cannot be used as trademarks. These principles are roughly summarized as follows:
(1) Same as or similar to the name of any country, national flag, national emblem, military flag, or medal. This provision means that the applicant cannot use the names or logos as a trademark to apply for registration and claim protection. Even if an application is filed, its trademark authority will not authorize it.
(2) Same or similar to the flag, emblem, or name of an international organization or an international organization. The clause means that the applicant cannot apply for the registration of a trademark like the flag or monogram of the United Nations, the flag or monogram of the European Union, the Olympic flag or monogram, the logo and logo of the International Red Cross, etc. No country will be registered.
The above-mentioned insider cannot be used as a trademark, and its main reason is to maintain its solemnity by respecting domestic, foreign and international organizations. (To be continued)