Louis Vuitton Cheng Logo Also Defeated Logo

Once, brand specific logo, as a "visual language", can create brand awareness, publicize the brand personality and enhance the brand loyalty of consumers. It is the brand mark of consumers.

Nowadays, with the upgrading of consumption, consumers' worship and popularity of brand logo are decreasing rapidly.

Zhou Ting believes that in recent years, consumers' enthusiasm for brand logo has been significantly reduced, and the consumption trend of "de logo" has evolved. Today, this trend has even developed into a trend of "de branding".

"Nowadays, when consumers purchase luxury goods, they no longer focus solely on the significance of brand logo. They even believe that the excessive emphasis on logo in brand design is a reduction in their identity and will actively exclude the emergence of logo.

At this stage, the pition from brand consumption to product consumption.

Zhou Ting said.

Once upon a time, girls and mature and elegant ladies were proud to have a LV bag full of chessboard, highlighting their identity and taste. In the past, with the popularity of checkerboard, products with this pattern were also increasingly favored by counterfeiters.

This LV has been used for nearly twenty years to become a classic and record its prosperity.

But when the counterfeit is rampant, the checkerboard pattern becomes the LV can not bear.

The number of chessboard products will be more and more in the future, because it no longer belongs to LV.

At the end of April, the German court of the European Union ruled against the cancellation of two trademark rights of LV: Brown Beige chessboard pattern and black gray chessboard pattern.

The reason is that the difference between these two grid patterns and other grid patterns is "not obvious enough", which does not conform to the "recognition" and "originality" functions of trademarks.

LV has "occupied" the checkerboard for a long time: the brown rice chessboard pattern and the black gray chessboard pattern are in August 27, 1998 and November 21, 2008 respectively.

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Over the years, checkerboard elements have been deeply branded on the LV. Every quarter of the new stage shows more or less its appearance. On the T stage and spotlight, it is witnessing the brilliant moment of LV.

The ruling is not yet sure whether it will affect the Chinese market.

LV official website online customer service told the new financial reporter: "at present, we have not received any relevant notice in this area.

Our classic canvas products are still on sale. "

Nevertheless, this news is bound to shake Chinese consumers' confidence in chessboard.

Besides LV, Gucci, also a luxury brand, has been forced to cancel many trademark rights.

Because of the similar "G" letter trademark, Gucci sued Guess trademark infringement in New York, Milan, Paris and other places, but the process did not seem so smooth.

In May 2013, the Milan court declared that "Gucci filed a lawsuit against Guess trademark infringement case, rejected all compensation claims of Guccio Gucci SpA of Florence brand under the Gucci brand. At the same time, it also cancelled the registered trademark of Gucci rhombus" G "letter logo and Flora.

In March 2015, the Paris court rejected Gucci's claim for compensation of 55 million euros for Guess, on the contrary, the brand was asked to pay the euro Guess30000.

In addition, the court also ruled that Gucci's three "G" logo was invalid, and Gucci had no right to use these trademarks exclusively.

Luxury brand Burberry also suffered trademark disputes in China.

China

Lu Bi Da polo, a private-owned leather goods company, has applied for the cancellation of the trademark right of Burberry "grid graph".

In November 2013, the classic lattice graphic trademark was revoked by the Trademark Office of the State Administration for Industry and Commerce on the grounds that it has not been used in China for 3 years.

It is also a luxury brand that has also been ruled out by trademark cancellation.

Zhou Ting, Dean of home and wealth Quality Research Institute, thinks that the LV checkerboard event is totally different from the other two cases.

"The case of infringement caused by similarity between brand names is what we often see."

But this time, LV is forced to cancel the chessboard trademark, which is under the pressure of consumers.

The main reason is that it does not fight against counterfeiting for a long time, or is unable to fight against fake products, which leads to the proliferation of counterfeit goods.

When counterfeit goods are rampant, the brand's unique logo meaning will disappear as well as consumers will stay away from the brand.

The Chinese market is one of its biggest markets. In this market, counterfeit goods are rampant and the greatest harm is to the brand.

Zhou Ting said.

According to the wealth Research Institute's 2012 China luxury report and the 2014 China luxury report, LV has always ranked first in the "luxury brand counterfeit visibility list". "A large number of fake goods have made the luxury goods completely popular, no longer have a sense of mystery, and the attractiveness of consumers is decreasing."

The survey showed that more than 90% of consumers said they would not buy a large number of luxury goods brands with counterfeit goods, and the higher the consumers, the more luxury consumers would not buy fake goods.

Only 18.8% of the first tier cities in China, including Beijing, Shanghai, Guangzhou and Shenzhen, say Louis Weedon is the most luxury brand they aspire to, according to the Financial Times's China investment reference.