Double Insurance: "Collective Trademark" And "Service Trademark"

This year, Cha Shan town of Guangdong Province, which has 567 garment enterprises, is planning to build a collective trademark. Before that, Guangdong Humen clothing and Guangdong Liuhua business circle are also actively applying for collective trademarks.

With the upgrading of printing and dyeing industry, many of Shaoxing

Two concepts

The trademark law defines the collective trademarks as "group,"

Behind the collective trademark is an enterprise that provides specific goods or services. Of course, it belongs to the enterprise group of the members of the collective organization. They share and jointly use the collective trademark.

In some industrial clusters, small and medium-sized enterprises are numerous, but their strength is weak, and they are at a disadvantage in the market competition.

In order to integrate their strength and create excellent products and create well-known trademarks, the advantages of registering and using collective trademarks are highlighted. This is also a successful experience adopted by developed countries.

Service marks refer to the symbols used by operators providing services to distinguish their services from those provided by others.

Once the service trademark is registered by the service enterprise, the enterprise also has exclusive exclusive right to use the service trademark and is protected by law.

In the apparel industry chain, some enterprises do not provide tangible goods, but some kind of commercial service items.

collective

China's clothing industry clusters are numerous. According to statistics from relevant departments, 80% of the garments are produced by these industrial clusters. They have formed a strong scale effect, but still lack brand influence.

Guangdong Yanbu began to apply for collective trademark five years ago. Now the trademark "Yanbu underwear" has been registered successfully by the government of Dali town in Yanbu District. The collective trademark of the "Yantai underwear" in the South China Sea is being publicized by the state trademark administration.

In the clothing retail terminal, product brand plays a very important role in purchasing decisions. Consumers may not buy the "collective trademark" account. What is the meaning of applying for a collective trademark? Professor Ding Li, Professor of competitiveness research center of the Guangdong Academy of Social Sciences, said: "brand is divided into enterprise brand and regional brand, which focuses on enterprise brand for consumers, and for investors, regional brand is more important than enterprise brand.

Regional brand embodies the accumulation of various production factors such as capital, technology and talents, and has investment value.

For the apparel industry cluster, the collective trademark will have centripetal force on the inside, which will exert influence on the outside world, and promote the growth of SMEs through leading enterprises, enhance the brand awareness of SMEs in the region, and further enhance the competitiveness of the whole group.

Collective trademark is a magic weapon for small and medium-sized enterprises to win the market, but an important prerequisite is effective supervision and management of members, otherwise it may be a collective disaster.

Shandong has caused the Longkou vermicelli bleaching incident, causing the "Longkou fans" industry to encounter a crisis of ban and withdrawal in the whole country.

It takes a long time to nurture a brand, but it's easy to destroy it.

Ding Li believes that after collective trademark is produced, how to manage it will be a big test, because trademark management is essentially interest management.

This needs to establish a standard to realize "sharing interests and sharing risks".

In fact, it is to set the entry threshold for collective trademarks, and enterprises and products can only use collective trademarks if they meet certain standard requirements.

This salt has its own way. First, establish a standard alliance of Yanbu underwear industrial cluster, and formulate the finished product standard and excipient standard.

A company must first recognize the alliance standard, then join the alliance, and the final product must meet the standards. It is reported that this standard will be announced in the near future.

Moreover, Yantai also set up a finished product testing center to conduct random inspection of the finished products of the alliance enterprises.

Service trademark: eliminate "brand name" {page_break}

A high reputation service trademark often forms an industry, and even drives the economy of one side.

Service marks can produce famous brand effects, and have also become the meat and potatoes in the industry.

Shaoxing County gathered a large number of printing and dyeing enterprises, once they did not have their own trademarks, brand awareness is weak.

In recent years, the number of service trademarks has increased significantly in Shaoxing's printing and dyeing enterprises.

For example, Shaoxing County Da Wan dyeing and Weaving Co., Ltd. is currently applying for registration of "Da Wan dyeing and weaving" service trademark.

Service marks started relatively late. Since the trademark law was amended in 1993, China began to register service trademarks and give legal protection.

The application of service marks in the clothing industry is relatively limited, rather than competing for applications for collective trademarks.

At present, enterprises attach more importance to trade marks than service trademarks.

Because many forms of service provision are abstract and different from visible and touching commodities, enterprises often have some confusion when applying for registered trademarks.

Registration of service marks and incomparable advantages with ordinary trademarks.

For example, place names can not be registered as commodity trademarks, but there are always exceptions in the registration of service trademarks.

For example, Dongting Biluochun tea with specific concepts, as well as place names and industries.

Through these brand names with strong personality and obvious regional industry characteristics, enterprises can easily claim their service brand in the market and effectively eliminate the "brand name" behavior of illegal competitors.

Compared with the past product trademarks, service marks and collective trademarks represent the strength of new students and the strength of integration. Some forerunners have begun to work hard.

Whether it is collective trademarks or service marks, the garment industry in China is facing the pition from labor-intensive industries to capital or technology intensive industries, especially the key period for the apparel industry clusters to build brands and achieve leapfrog development. By implementing an effective trademark strategy and giving play to a "proper fulcrum", it can expand the influence of the regional garment industry.