What are the misunderstandings in the use of trademarks
Overview of the market From the trademark usage of many companies, it can be found that many companies have ignored the distinctiveness of trademark use to varying degrees. There are mainly two misunderstandings as follows.
Misunderstanding one: Trademark If used too small, the trademark will lose its distinctive features.
This is where many companies A common problem in the use of trademarks is that after a company registers a trademark, when using it, the trademark is placed in a very small position, while the name, decoration and other parts of the product are placed in a very obvious position. This situation is particularly prominent in wine, beverages, and pharmaceutical products. The direct consequence of this use method is that in market sales, consumers only recognize nicknames and product names, but do not recognize trademarks. The role of trademarks is diluted, which ultimately prevents the company's own rights and interests from being effectively protected and affects the company's business. Economic benefits.
In the packaging of the entire product, onlyA registered trademark enjoys exclusive rights and is protected by law. The user does not have exclusive rights to the product name, decoration and other parts, and others can use it at will under certain conditions. The mentality of "shopping by brand" makes it easy for consumers to choose to buy items with a resounding "brand" and good quality. If a manufacturer uses a very small trademark, consumers will not be able to "recognize the brand", which will affect "shopping" - instead of buying the manufacturer's products, they will choose to buy other manufacturers' products, which will directly affect the company's products. The market share will ultimately affect the economic benefits of the enterprise.
When the trademark is specifically used , to highlight the trademark, display the trademark prominently in a prominent position on the product packaging, so that the product packaging is centered on the trademark, and only the product decoration is used as a foil. At the same time, unify trademarks and product names and eliminate the use of aliases.
Misunderstanding 2: Trademark If it is used too large, it will lose the distinctive features that a trademark should have under certain conditions.
There are many ways to use this It occurs in some companies with strong trademark awareness, and the use of graphic trademarks is more common. The specific manifestation is that the company enlarges the trademark and uses it on the entire product packaging. When consumers cannot see the entire trademark from any side and can only see part of the trademark, consumers will not regard it as a trademark but as decoration of the goods. In this way, the trademark loses its uniqueness. Distinctive features.
Causing such trademark use There are many reasons, but there are mainly two types. First, some companies believe that the larger the trademark, the more conspicuous it is. They mistakenly believe that "obviousness means bigness". In order to prevent others from counterfeiting, they use trademarks that are so large that the mark is lostThe second is the misleading public opinion propaganda. Due to the weak trademark awareness of Chinese enterprises, trademarks are generally used in smaller sizes. Therefore, when promoting trademarks, various media remind enterprises to use larger trademarks and focus on trademarks. , the trademark should be highlighted, and the use of unpublicized trademarks should focus on conspicuity.
The key points in trademark use should be Consider the distinctiveness of the trademark so that consumers can recognize it. If the trademark is used too small, consumers will not recognize the trademark, and the trademark will lose its distinctiveness. On the contrary, if the trademark is used too large and consumers cannot recognize the trademark from one direction, the trademark will lose its distinctiveness. The trademark should not be too small, nor should it be blindly pursued to be large. Consumers should be able to see the shape of the trademark—the outer outline and the content contained within the outline—from all directions. According to the shape of different goods, different ways of use are adopted so that consumers can see it clearly at a glance and leave a deep impression in their minds. This achieves the purpose of trademark use.
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