Revelation 1: trademarks are still good for themselves.
The trademark dispute of "Wang Lao Ji" lies in the value of the trademark. The fundamental reason lies in the trademark right of "Wang Lao Ji". No matter how sad and unwilling Jiaduobao is to the society, it has changed the trademark of Wang Laoji from obscurity to an annual sales income of 654.38+06 billion, which is an ironclad fact. The ownership of the trademark is in Guangzhou Pharmaceutical. Even if Jiaduobao has the trademark registration right of Wang Laoji in Hongkong, Taiwan Province and overseas, it must be in accordance with China's trademark law at home.
Revelation 2: From trademark to brand, it needs management.
Before renting many treasures, before 2003, Wang Laoji was only a regional brand, with a relatively fixed consumer group in Guangdong and southern Zhejiang, and its sales remained at around 654.38 billion yuan for several years. The value of hundreds of billions of Wang Laoji brands estimated by GPHL is completely shaped and operated by Jiaduobao, which has become the gold content of Wang Laoji brands.
Revelation 3: The value of a trademark is immeasurable.
Trademark is a kind of commercial symbol, and the brand value can not be separated from the business ability of producers and operators, such as advertising investment, sales operation and other investment. Brand is not only made by enterprises, but also emotionally recognized by consumers. Therefore, a trademark is worthless at first, and it gradually generates value because of the continuous accumulation of goodwill in use.
Enlightenment 4: Marketization of trademark rights
The most valuable asset of an enterprise is not land, plant and equipment, but brand. Trademark is the lifeblood of a brand. Trademark right is an intangible asset with economic value, which can be used to pay off debts, that is, transferred according to law. Although Wang Laoji is an old Chinese brand, it was a declining traditional medicine brand before 2000. As a "chicken rib" and "idle resource" in the hands of GPHL, Jiaduobao took a fancy to the potential of Wang Laoji trademark. 1On a certain day in 1997, Jiaduobao signed a trademark exclusive license contract with Guangyao, and the lease term stipulated in the contract was 15.
Revelation 5: The future of national trademarks is infinite.
From Wang Laoji's trademark dispute, we are delighted to see the value of the national trademark. At least, the brand value of Wang Laoji in China has far exceeded the domestic market. National brands are not only for enterprises, but also for nationalities. Without the rise of national brands, it is hard to say that a country's economic strength is really strong.
Revelation 6: the way of trademark authorization
How to improve the user protection system, balance the interests of trademark owners and users, and create a benign operation mode of trademark licensing is a difficult problem faced by domestic enterprises. On the one hand, domestic enterprises will not authorize it, so there are great loopholes in Wang Laoji's lease contract, and even bribery agreements appear. On the other hand, the awareness of trademark rights protection of domestic enterprises is weak. With the market expansion of foreign enterprises, many of our national trademarks (such as Vitality 28, Tianfu Coke, Aoni and other trademarks) gradually drifted away from consumers until they disappeared.