Brand Enterprises Should Learn To Protect Themselves.

It can be said that the success of Shanzhai is "unfair" to the real business. It is unnecessary to say that the logic of "infringement should be punished" is also self-evident. From the "Gloria" case, it is easy to see that even the obvious trademark infringement cases from the "common sense" point of view will be entangled by Shanzhai's ingenious legal loopholes.

The protracted judicial process and the drag will cost. Brand enterprise It is unnecessary to waste a lot of time, money and energy, and even make the enterprise suffer unnecessary loss of brand image. The so-called "forget the past, the teachers of the future", endless cases of infringement people sigh, brand protection is a long way to go, but also for the brand enterprise's self-protection sounded the alarm.

There is no doubt that the modern market competition is not only the competition of the product, but the competition of the comprehensive strength at the core of the brand. A brand that enjoys a high reputation is itself a good market awareness and a high market share. This is a more valuable intangible asset for a brand than a tangible asset. Trademark, as the concrete product of the brand, is the wealth of the brand itself. The importance of the brand is self-evident. It can be regarded as the top priority of brand protection, which deserves the attention of the brand enterprises.

Insiders pointed out that in the face of lawless elements Tortious conduct Brand enterprises are hoping for the improvement of relevant departments' laws and regulations, the supervision of the Internet platform and the justice of the judiciary. On the one hand, at the beginning of brand registration, we should set up a sense of prevention, establish a clear distinction between trademark categories, and guard against the root causes. Brand infringement 。

On the other hand, after the infringement occurs, the brand enterprises should attack and punish the infringers at the first time, take up the weapons of the law and resolutely fight with them, so that they can not tolerate or connive at the lawless ones. I believe that with the continuous purification of the network platform and the legal environment, with the continuous efforts of brand enterprises, internet infringement will eventually be spurned by the public, thus being completely eliminated from the Internet platform.

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With the rapid development of Internet, the exhibition platform of brand is no longer confined to traditional exhibitions, media publicity, advertising and other ways. Especially in recent years, e-commerce has seen explosive growth. The advantages of the Internet such as open, low-cost, fast and so on are infinitely enlarged, and countless new products and brands have become famous on the Internet platform. But on the other hand, the Internet also provides a natural and mild soil for the production of counterfeiting and selling fake products.

Under the traditional mode of operation, illegal traders need to use the brand names of famous brands. They need to spend a lot of manpower and financial resources. The design, display and LOGO production of the stores need to spend a lot of money, and the stores that spend high price "Shanzhai" are easy to be found, so they are retained as evidence. Therefore, deliberately imitate the well-known brand names, styles, and confuse the sight of consumers, although they exist in traditional sales mode, they are not as good as flooding on the Internet.

However, it is worth noting that under the environment of the Internet, offenders only need to build or use a platform to build a web page that can be used in a false way. The cost of breaking the law is negligible for them. Due to the openness of the Internet and the high difficulty of monitoring, the phenomenon of Shanzhai has intensified, and the difficulty of brand protection has also been increased. The recently concluded case of Guangdong Gloria suing Zhejiang Gloria is the best example of the infringement of Internet cottage.