Near Name Brand: Why Is It So "Crazy"?

"Since 2008, the stores of Valentino (Valentino) have been withdrawn from Beijing and Shenzhen."

Zhejiang BABEI group, a person who did not want to be named, revealed.

As a matter of fact, the two shops are the only two famous stores of Italy's famous clothing brand Valentino in China.

So far, the brand, which enjoys a high reputation in the world garment industry, has been temporarily closed in China.

As of press release, Zhejiang BABEI group, the sole Chinese agent of Valentino costumes, did not give an official statement.

But there were comments before: "although there are problems in brand building, it is closely related to many different levels of Chinese and foreign clothing overdraft" Valentino "brand.

In the market, Valentino Cooper, Valentino Gates, Valentino Louis, Valentino Bi bro, federal Valentino, new school and Valentino are numerous and enumerated. According to incomplete statistics, there are nearly 200 brand names in China.

However, "Valentino" is just the tip of the iceberg of many "branding" events. There are always many followers in almost all walks of life. They are also "famous" in their own different ways.

Valentino's sorrow is the sole agent of Valentino clothing in China. BABEI group of Zhejiang has been reluctant to recognize the pliteration name of Valentino, but insists on calling "Valentino". They hope to distinguish it from other "Valentino" areas.

It is understood that the authentic Valentino family consists of three parts, one is the Valentino family's third generation successor, Vincenzo Valentino has the exclusive right to use Valentino's trademark in leather shoes and leather products.

The two is Giovani Valentino, the name of Valentino's brother zhuovanni Valentino, which is named after its name. It can not only produce shoes and leather products, but also produce garments.

Three, designer Valentino Garavani owns the exclusive right to Valentino trademark on clothing products.

As early as 2003, zhuovanni Valentino, which had been in the Chinese market for 7 years, withdrew from the Chinese market. After that, it was also dominated by men's clothing, and only a few large shopping centers were set up in Beijing.

And in early 2008, the Chinese market was Valentino Garavani, the designer of Valentino's clothing products.

For these facts, most consumers do not understand that in Xidan, Beijing, Valentino Valentino store, the slogan is "Valentino brand Valentino, all kinds of men's clothing, business casual wear is the temptation you can not resist."

And consumers who come to fame also believe that what they buy is genuine products.

In fact, since 2004, a large number of "Valentino" stores have appeared in all parts of the country. They have added prefixes or suffixes before the names of Valentino. Thus, Valentino, weir, Valentino, Gates, Valentino Louis, Valentino Bi Nu, Federation, and new faction were born.

These stores usually have such sales scenes: the salesperson shouted, "discount!"

Discount!

Valentino pants only cost 49 yuan, and shirts cost only 50 yuan.

In fact, when the authentic Valentino was still on sale at Wangfujing in Beijing, the salesman once said that the lowest price for men's shirts is 1760 yuan, the highest is 6000 yuan, and the biggest discount is 70 percent off.

Not only is the case a well-known clothing and leather brand, but it is not surprising that Valentino is widely used, because in all walks of life, especially in the field of consumption, "brand name" has become a norm.

As early as 2005, there was a very popular doggerel: "Cardan" everywhere, "Fox" walking across the mountains; "master" was stolen cars, "crocodile" national tour; Goldlion, worry!

Worry!

Worry!!!

This is done by Huang Jianmin, general manager of Hongkong crocodile company Beijing branch.

He used to describe the current situation of famous brands such as French Pierre Cardin, South Korea Golden Fox, Hongkong classic car, Hongkong crocodile shirt and Goldlion clothing leather company.

At the same time, the phenomenon of brand name has expanded from clothing, cosmetics, food, household appliances, beer and beverages to various industries such as coatings, automobiles, solar energy and so on. The brand has been extended from the brand of foreign enterprises to the well-known brands in China.

Any search engine in Baidu and Google will be able to search hundreds of thousands of relevant web pages by entering "famous brand".

With the rampant phenomenon of "brand name" phenomenon, it has attracted the attention of relevant government departments and more and more enterprises.

In recent years, SAIC has launched a special campaign to crack down on unfair competition.

It is understood that from 2002 to the first half of 2007, a total of 60203 cases of infringement of intellectual property rights were investigated and dealt with by the national law enforcement and economic inspection system of the industrial and commercial organs. The value of the case was about 1 billion 415 million yuan, and the penalty was 472 million yuan.

However, despite being attacked many times, "brand name" has more and more power.

The usual practice of "five flower" and "near brand" in the industry is that many domestic companies register their well-known trademarks as their own business names, and entrust intermediaries to register with foreign companies, then apply for registration of a trademark logo similar to the trademark in China, then take the trademark application acceptance notice and start selling their own "famous brand products", which makes people mistakenly think they are well-known products abroad.

In the actual operation process, the "brand name" enterprises usually establish contacts with well-known brands in various ways, and if they innovate, they can even build their own brands.

It is most common to register a famous brand name as a company. The Chinese woodpecker trademark is registered as "Jiujiang woodpecker".

Company "and" Shenzhen woodpecker... "

Company "and" Shanghai woodpecker... "

Company "and so on.

Then carry out propaganda in a big way and boldly imitate the famous brand store in the decoration of the exclusive shop.

Another point is that although the graphic trademarks of famous brands are protected, most consumers do not pay much attention: whether the "V" circles around Valentino are round or flat, are they closed or notched? Are there three or two lines on the head of "old man"? The crocodile mouth of the crocodile is left or right, and the petals of Montagut have several petals.

However, this is often the "opportunity" of some "famous brand" enterprises.

Some brands also use some people's psychology of "worshipping foreigners and foreigners". Through international registration companies, they register overseas companies and apply for trademarks, making consumers mistaken for foreign brands, but the products of enterprises are still produced and sold in China.

Previously, the cosmetics brand Camenae, which was disclosed by the media, was imported from Provence, southern France. The head office did not record it. Instead, it registered a branch company in Hongkong. Most of its raw materials were made in China. Because the sale of pure French products in the shopping malls was suddenly doubled.

However, more enterprises began to "change" in the process of "naming famous brand", and have their own characteristics, and gradually get rid of the shadow of "brand name".

Valentino Cooper went to Valentino in France and chose shopping malls after entering China.

According to its Beijing dealer, "many people even copy our brand".

The slogan of Lining, the domestic sporting goods brand, is "anything is possible", while Adidas, with its long history, is "nothing impossible". The industry has always been controversial about whether this type of "brand name" exists. Apart from the similar slogans, Lining is far away from Adidas in product identification and registered trademarks, and has not registered abroad.

The first link is "edge brand" trick: edge ball.

Imitation of famous trademarks causes consumers to buy them by mistake.

For word trademarks, add some prefixes or suffixes to some famous brands, such as "Valentino", plus prefixes into mane "Valentino", plus suffix "Valentino" mane.

In fact, there are not many prefix suffixes in the world's brands, even if there are a few.

Second: famous trademarks are pformed into trade names.

The famous trademark is registered as its own firm, which confuses the company name and brand name, making consumers mistaken that the famous brand is produced by the company.

For example, the famous brand name "woodpecker" Chinese trademark is registered as "Jiujiang woodpecker".

Company "and" Shenzhen woodpecker... "

Company "and" Shanghai woodpecker... "

Companies and so on, and then carry out propaganda in a big way.

Boldly imitate the famous brand store in the decoration of the exclusive store, and when the administrative organ investigated and dealt with it, he said confidently, "can I use the name of my company?"

It is better to register famous trademarks in foreign countries or Hongkong as their own businesses, making it harder for consumers to distinguish between true and false.

Third: returnees shell.

Through international registration companies registered overseas companies and application trademarks, so that consumers think that this is produced by foreign companies, is a foreign brand, but the enterprise's products are still in the domestic production and sales.

Their brands are known as overseas R & D institutions. They are actually completely domestic production and domestic technology. The quality, technology and design of the products are all made in China.

The fourth is: "self monitoring" international brand.

It seems that the products produced by oneself are marked by a certain supervisor.

In order to narrow their relationship with well-known brands, some operators even personally "supervise" international brand names.

The specific way is to register a company which is very similar to some international brand names in places such as Hongkong, and then produce the product on its own by the company.

The feeling to consumers is that international famous brand companies carry out quality control and quality assurance for these products.

(Xing Yunfei collation) the voice "near the famous brand" also has the gentleman's way, "beside the famous brand" is a long history. From the late 90s of last century, the VCD and the clothing industry spread to many fields.

The phenomenon of "brand name" seems simple, but it involves a lot of complicated situations.

"Smart brand" is standing on the shoulders of giants, judging the market pioneered by pioneers and their subsequent capacity, avoiding the risk of becoming a martyr, and properly using the brand communication means to make their own voice.

But the low-level "brand name" only knows how to plagiarize the brand.

Beijing smart Workshop Brand Strategy Consultant Zhu Lei said.

Reporters learned that low-grade "near brand" is often the "fake brand" identified by the business sector.

Generally, it will take three ways, similar to the design of the famous brand LOGO, with the homonym of the famous brand, and register the brand name of the famous brand into its own company name.

There are still a lot of difficulties in market monitoring and legal restriction.

Although the relevant laws point out that the words that are identical or similar to others' registered trademarks are used as enterprise names, which are prominently used on the same or similar commodities, and are likely to cause misunderstandings to the relevant public, are other acts that cause other damages to the exclusive rights of registered trademarks of others.

However, when a well-known company is suing a brand-name enterprise, it needs to invest a lot of time and financial resources, and often gives up halfway.

Experts recommend that famous enterprises should protect themselves by "extending registered trademarks".

Not only should we register the trademarks in the industry, but we should also consider registering the industries that the enterprises may expand. Not only the trademarks already used, but also the trademarks to be used, we should register some of them with their trademarks.

Lv Feng, a lawyer of Beijing Changchun law firm, said that not all "brand names" constitute infringement. Many enterprises are skilled in dealing with the "grey area" of the law, which does not necessarily conform to the elements of infringement.

"Infringement is an attempt to replace, while" side "is just pretending to be like, in essence, is not to replace the original well-known brand.

If a company is being lawsuits, it may not win.

According to the relevant sources, because the risk of intellectual property infringement in large shopping centers is low, the "brand name" has been bred in some big shopping malls.

Low level "brand name" not only touched the boundaries of the law, but also caused damage to other brands.

Ye Maozhong, a famous brand marketing expert, said that brand is the PASSPORT that enters the mental path of consumers.