trademark brand is an important driving force for innovation and development. On the morning of November 19, the last session of the Bay Area Forum of the 2020 Guangdong-Hong Kong-Macao Greater Bay Area Intellectual Property Exchange Expo-Brand Cultivation and Development Forum was successfully held online. The forum focused on the two cores of trademark and brand, and invited relevant experts, scholars and industry veterans to share in various aspects such as brand management and protection, trademark transfer and licensing, third-party trademark rights protection, and trademark asset value and evaluation.
Liu Jianxin delivered an opening speech
Liu Jianxin, deputy director of Guangdong Intellectual Property Protection Center, attended the forum and delivered a speech. He pointed out that as an important content of intellectual property rights, trademark brands are an important driving force for innovation and development. Since last year, Guangdong Province has comprehensively strengthened the storage and operation of high-value trademarks, cultivated more well-known brands, and accelerated the formation of brand aggregation demonstration effects. At the same time, speed up the construction of the intellectual property rights protection mechanism, promote the electronic reform of trademark registration, and comprehensively enhance the competitiveness of enterprises in Guangdong Province and the quality of products.
The practice training cadre of the Trademark Office of Guangzhou Trademark Examination and Collaboration Center, Mo Yong, gave a speech on the forum entitled "Summary of Trademark Assignment and Licensing Issues in Current Trademark Law". He shared the three hot issues of "transfer of registered trademarks and registration applications", "licensed use of registered trademarks" and "pledge financing of registered trademarks". After introducing the "assignment" provisions in the Trademark Law, Moyong introduced the six situations in the transfer application and the main content of the transfer application review.
Hu Yi, Vice President of ZTE Corporation (hereinafter referred to as "ZTE") and head of the Intellectual Property Department, shared the topic of "Trademark Protection Strategies for Brand Internationalization Strategy". Taking ZTE Corporation as an example, he analyzed the trademark protection strategy in line with the evolution of the brand strategy, and believed that brands should be trademarked in time, brand maintenance should be diversified, trademark management should be diversified, trademark risk control needs to be globalized, and an "innovative The trademark protection and management system integrating, application, and protection will promote the implementation of brand strategy.
Wu Dianqing, senior legal director of Shenzhen Guanghetong Wireless Co., Ltd., introduced in his speech on "Corporate Brand Management" that trademarks and brands cannot be confused, but the relationship between the two is complementary and closely connected. Regarding brands and trademarks, he suggested that companies should develop two different strategies: when operating a brand, they should pay attention to brand design, market positioning and publicity strategies, product quality and update iterations, and systematically and continuously carry out brand promotion and emphasis. In the trademark strategy, the company should make the trademark first before the brand (product) is determined. While covering the main market, it should also pay attention to the forward-looking market. The trademark category should cover the main products and expanded products. Two major aspects: In the process of implementing the strategy, we must always pay attention to the use of trademarks and conduct timely monitoring, opposition, and maintenance to ensure the safety of our trademarks. In the Internet era, many companies choose to promote their products on third-party platforms. As one of the platforms with a huge user base, WeChat has become one of the positions for many companies to promote their products. To this end, this forum invited Huang Hanzhang, deputy director of Tencent's WeChat Legal Affairs Center, who introduced the WeChat brand protection system in detail, and addressed issues such as "how right holders find clues", "how does WeChat identify infringing information", and "user complaint channels". On-site answers. The WeChat brand rights protection platform is one of the key points of Huang Hanzhang’s speech. Brands can use the platform to find clues about counterfeit sales and cooperate with WeChat to crack down on counterfeit sales. At the same time, brand keywords can be given priority access to the WeChat brand keyword protection library, and brand owners Complaints can be made through public accounts, small programs, etc., which greatly simplifies the complaint process.
Guangzhou Daily All-Media Reporter Lin Lin, Correspondents Liu Xuejiao, Gao Chen
Guangzhou Daily All-Media Photo Reporter Liao Xueming, Correspondents Liu Xuejiao, Gao Chen
Guangzhou Daily All-Media Editor Hu Qunzhi
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