Collective Trademarks Can Jointly Create "A Sky".

In all kinds of attempts and efforts, the application of registered collective trademarks can be regarded as a good choice of "holding together" to enhance popularity, credibility and market influence. A few days ago, the reporter learned from the Zhangqiu municipal market supervision and administration bureau that the thirty-first types of graphic collective trademarks registered by Zhangqiu famous agricultural products association have been identified by the Trademark Office of the State Administration for Industry and commerce. The trademark covers a wide range of fields including cereals, fresh vegetables, animals and plants and has become the first collective trademark in Zhangqiu. In the view of the association and administrative departments, its arrival can call the reputation of a batch of products.

Collective trademarks refer to registration in the name of groups, associations or other organizations for the use of members of the organization in commercial activities, indicating that the same goods and quality produced by a number of enterprises are of the same quality and specifications.

"Its access requirements are stricter and stricter." Zhang Fusheng, director of the trademark and advertising section of the Zhangqiu Municipal Administration of market supervision, said that, first of all, the main body of the application for registration of a collective trademark is only a single social organization. Secondly, there are strict requirements for entry, no rules for the use of the management system, and no application for qualification; secondly, it can only be used internally; after registration, it can not be transferred; it can not be used by members outside the organization; the members of the organization do not need to sign the contract when they are used. Finally, after 2 years of failure, the trademark registration can be approved.

"If the products of the enterprise reach the standards set by the association, the qualification to use the collective trademarks will help to make up for the shortage of the scale and influence of the enterprises." As for the benefits of applying for collective trademarks, Zhang Fusheng said, "at the same time, take advantage of the regional brand that is formed by the collective trademark. Image display And standardized management is beneficial to promoting industrial upgrading and achieving economies of scale.

The principal person in charge of the famous agricultural products association of Zhangqiu also indicated that, without changing the status of individual members, the joint and unified management of all single members, especially small and medium-sized enterprises, could be formed through the joint use of a unified collective trademark, which could form quantitative advantages, save costs, improve production and management capabilities, and ultimately achieve intensive production. Scale Management.

"In particular, we should strengthen the publicity of products and trademarks so that all kinds of famous agricultural products in Zhangqiu can serve the public in a collective way, thereby enhancing the visibility of the association, enhancing market competitiveness and widening the market competitiveness. Distribution channel To achieve the scale effect and protect the industry, the brand of Zhangqiu's famous and excellent agricultural products will become louder and become a valuable intangible asset. The person in charge said.

Obtaining collective trademarks is only the first step for small and medium-sized enterprises to "hold together and keep warm". In the next practical operation, the requirements are stricter.

In this regard, Zhang Fusheng said, "a prerequisite for the use of collective trademarks is to meet the standard system formulated by the industry associations. With this standard, the quality of products that use collective trademarks can be guaranteed to reach a relatively high level of quality, and the quality and reputation of products in the whole industry will be enhanced. On the contrary, if there is no industry standard system for collective trademarks, it will fall into the misunderstanding of" individual damage as a whole ", and the quality of the whole industry will be uneven, and reputation will also be affected. Therefore, we must start with strict industry standards and raise the threshold of the industry, so that collective trademarks will not only represent and maintain the credibility of most enterprises, but also play a role in restricting the role of each member enterprise.

In addition, as for the counterfeit infringement that may arise in the use of collective trademarks, the above principal persons in charge of the above-mentioned famous agricultural products association of Zhangqiu indicated that the association, as a social organization, though it has no relevant law enforcement power, will further strengthen industry self-discipline, maintain the fair and just market order through the self-discipline among members, and enhance the recognition of members to the industry, thus forming a soft binding force. "At the same time, members of the association will reduce the survival space of counterfeiting enterprises through market means, so that counterfeiting enterprises dare not" commit crimes against the wind ", thereby maintaining the brand image of collective trademarks.