Corporate trademarks and packaging

"Strengthening corporate trademark and packaging management" has been proposed for many years and is a commonplace problem. However, in the real work, some companies attach importance to packaging, but the importance of the trademark is still far from enough. In a fierce business battle, quite a few companies still do not understand the importance of trademarks for product packaging and the product itself. In particular, for the management of brand names, some companies think they have booked or used them first, and they will do nothing but ignore them. Not long ago, the Gansu Wuwei Beverage Factory used nearly 20 years of "Liangzhou" trademark was first registered by a private company, product packaging and trademarks have to be replaced, heavy losses.

So how to strengthen the company's trademark and packaging management? First, we must register trademarks in time. Trademarks from ordinary to famous ones require a process. If they are not registered and use the trademark in a timely manner, one-sided thinking is that "the use of the first", the consequences are painful, and once someone has registered, it can only be "for others to marry;"

The second is that the expired registered trademark must be processed in time for renewal. China’s “Trademark Law” stipulates that the use of a trademark has a time limit. If an enterprise also decides to use such a trademark, it must go through the renewal formalities at the local industrial and commercial bureau six months before the expiration of the trademark. If it exceeds the extension period and fails to complete the renewal formalities, this type of trademark will lose its effectiveness on its own, is not protected by national laws, and it is even more impermissible to use the "R" logo. Otherwise, it is against the law; thirdly, the trademark must not be registered and used. Overdue does not use, other companies can apply for registration. According to relevant regulations, if the registered trademark is not used after three years, the trademark will lose its effectiveness on its own.

The selection, design, and brand creation of a trademark embody the hard work of the operators. A good trademark is the wealth of the company. For example, the trademark and packaging design of Philip Morris, the largest tobacco company in the United States, is worth $12.9 billion, which is four times that of the company's tangible assets. According to the US "Advertising Weekly" estimates, the famous cigarette trademark "Marlboro" can sell at least 30 billion U.S. dollars, and China's "Jianlibao" trademark is also bidding 10 million U.S. dollars.

Trademarks are the product of commodity economy. Under the conditions of a market economy, the social division of labor is more meticulous, the variety of commodities is dazzling, all kinds of services are overwhelming, operators face fierce market competition, consumers are faced with various consumption choices, and competition must be fair and justified. Choices are based on marks or Identification. As a speechless “salesman”, trademark packaging is the vanguard of promoting products and opening up markets, and has become the most important bridge linking operators and consumers. However, according to reports, during the 18 years from 1985 to the present, China’s expired trademarks have caused losses of 1.5 billion yuan to enterprises due to failure to renew their trademarks in a timely manner, and some companies have even lost ground. To this end, the author appealed that the vast number of food companies must strengthen trademark and packaging management, especially brand-name brand names and packaging companies, but also strict management, can not be taken lightly.