Author: hongdunfu super intellectual property services inc
Summary
With the growth of the new generation and the influence of the culture of national tides, new consumer brands have gradually become the newest popular vocabulary in recent years, in which intellectual property protection for new consumer brands has become a subject of great concern for corporate ip practitioners. Through its own observations and learning, this paper attempts to address the issue of brand protection at all stages of new consumer brand development。
Keywords: new consumption, branding, protection
Throughout recent years, consumer markets have been greatly affected by the epidemic, but have also grown more prosperously with the rise of short video-driven internet traffic. According to publicly available data, there are 14 listed companies and 86 non-listed companies and 14 per cent listed companies; at the same time, information about new consumer brands is widespread, there are financing, there are new brands, and there are a variety of marketing activities, which can be described as numerous and incomprehensible. What is a “new consumer brand”? What are its characteristics? What are the characteristics of brand protection for new consumer brands? There is no conclusion。
I. What is a new consumer brand
In acquire-lao ten-minute business school, brand container, it was mentioned that the brand is a container, a container containing consumer “understanding, trust, preference”. The greater the value of the container, the greater the understanding, the trust and the preference. Not to be preferred by consumers, not brands, trademarks。
As a result, brand protection is ultimately at work, mainly in the context of trademark protection. Brands and trademarks are one of the concepts of the economy and one of the legal concepts that are different but closely related。
So what's the new consumer brand? In the author's view, this is mainly reflected in its “new” brands, such as new consumer groups, new products or goods, and new consumption patterns or consumption demand, while these “new”s allow for deep linkages and integration between brands and consumers, which eventually emerges with many new consumer brands. Typical representatives, such as the bubble water of the aromatic forest, have given rise to new products, while over 13 khats belong to the new consumer population; the use of blind boxes by bubble matt has also given rise to new consumption patterns and consumption demand。
Ii. Development paths for new consumer brands and features of brand protection
It is also with different needs and characteristics at different stages of its development。
(i) characteristics of the red brand on the internet and characteristics of the protection of intellectual property
1. Characteristics:
Taste, single-purchase, price-oriented and not sustainable. The practice of brand owners is to advertise first traffic and then brand。
2. Brand protection features:
(1) identification of trademarks of core goods
As in the case of first-born children to register their names, once the initial brand has become a red brand, it is possible to win. Its scope is mainly on products it actually operates。
Caution: a, new goods seeking the right goods, such as the previous mp3, could be considered for declaration of non-regulated goods if they were not found. Each year, the state secretariat updates the classification to include some goods or services that have been accepted by the market in the new version of the nice classification. (b) to identify the subjects of the application and to avoid the long path of authority。
(2) timing of protection
Action is usually taken before or preferably immediately after the creation of an angel wheel, such as the submission of a “bum-mart” trademark application in the relevant categories of beijing bubblemart cultural creatives ltd. In 2010, after its establishment。
(ii) characteristics of star brands and features of brand protection
1. Characteristics:
It's famous, it's repurchaseable, it's a medium price. It is generally the practice of brand owners to diversify by building on their existing brand advantages。
2. Brand protection features:
(1) identification of multi-species development and initiation of extension of industry, thereby expanding category protection and even considering full-category protection applications
Caution: appropriate liberalization, with emphasis on product relevance and upstream/downstream considerations, such as hot cookers, can protect associated hot cookers and bottoms. Fourteen years ago, qin’s hot pot was stoked, and many years ago, the true master bao was in trouble, and it was only after the ruling of the beijing high people’s court。
Therefore, if necessary, recommendations may be made for a full category of applications to avoid later-stage swipes of the edgeballs, ultimately undermining the reputation of the other person or being hurried by others。
(2) timing of protection
Business marketing is usually in the order of 200-500 million before the angels turn to b-round finance; for example, beijing bubblemart cultural creatives, inc., then developed almost twice in 2014 and 2018, based on changing brand image。
(iii) characteristics of national brands and features of brand protection
1. Characteristics:
Brand trust, repeated purchases, allowing price differences, and steady purchases by consumers. Brand owners generally begin to try to develop multiple brands or expand their operations (offshore) on an original basis。
2. Brand protection features:
(1) identification of multibrand development strategies and appropriate needs-based protection of trademarks across regions
Note:
It is recommended that applications for trademark protection be submitted on behalf of the same company with the main brand name. This facilitates consistency in brand names, provides a basis for future financing, etc., while avoiding the suspicion of irregular applications arising from the presentation of personal names。
B. Application for protection of corresponding sub-brands, appropriate to the characteristics of the product class, to leverage the development of other brands through one core major brand, and pursue diversification and multibrand strategies。
C. Appropriate international layout based on market demand and capture。
As the saying goes, the market is still in motion, the brand goes first. Since the outbreak, our foreign trade exports have been in a better position, and consumer brands have been active in international branding. Of course, the underlying international application strategies, such as the madrid application, the eu application, the african ipr application, etc., are protected on the basis of market demand, actual and proposed exporting countries, and importance, but at the same time we should take note of some details, such as knowledge of local customs, such as iran’s failure to apply for white wine, such as syria’s choice with israel’s ban on pork exports in some countries。
(2) timing of protection
Business marketing is typically between 500 and 1 billion after obtaining ab rounds of financing. For example, beijing bubblemart cultural creatives ltd. Applied for 124 trademarks in 2020, and more than 500 trademark applications, as well as bulk international trademark applications in 2021, including dozens of brands such as “twisting pucky”, “twisting boxers”, “pan sheng lori” and “hirono”。
Concluding remarks
In short, the rapid development of new consumer brands has been accompanied by wider public interest in the protection of trademarks under the new development model, and more so by the active exploration of ways to strengthen the protection of new consumer brands, especially by the knowledge workers of enterprises, thus safeguarding the development of enterprises. As can be seen from the above simple analysis of the new consumer brands and their protection characteristics, timing and care, the new consumer brands ' path to brand protection is somewhat in common with, and has their own characteristics. We should adopt an appropriate and reasonable approach to protection in accordance with the characteristics of our development and the stage in which it takes place。
