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旷日持久的中国商标第一案、评估价值高达1080亿元的“王老吉”商标之争,日前终于以广药集团的胜利划上了句号。7月13日,北京一中院驳回加多宝要求撤销中国国际经济贸易仲裁委员会判定的鸿道集团(加多宝母公司)停止使用王老吉商标的仲裁申请,此为终审判决。商标是品牌的基本组成部分,是品牌的识别标识,而品牌则体现了企业的生存价值。对于品牌意识整体尚处于发展阶段的玩具行业而言,“王老吉”商标之争显露出的商业启示尤值得关注。启示一:商标是企业的无形资产,正确定位及培育至关重要。
Protracted Chinese trademark first case, the evaluation value of up to 108 billion yuan “Wang Lao Ji ” trademark dispute, has finally finally won the Guangzhou Pharmaceutical Group victory over. On July 13, a Beijing Intermediate People’s Court rejected Gadbo’s request for the withdrawal of the Hongdu Group (JDB) from the China International Economic and Trade Arbitration Commission’s decision to stop using the trademark of Wanglaoji, which was the final judgment. Trademark is the basic component of the brand, is the brand’s identification logo, while the brand reflects the survival value of the enterprise. For the toy industry as a whole whose brand awareness is still at an advanced stage of development, the commercial revelation that emerged from the dispute over the trademark “Wong Lo Kat” is particularly noteworthy. Revelation A: Trademark is the intangible assets of enterprises, the correct positioning and nurturing is essential.