Brand learning 12th chapter- Brand Trademarks.doc

 PAGE \* MERGEFORMAT 32 ‘Brand learning’ 12th chapter: Brand Trademarks A trademark is a kind of intellectual property and intangible assets of enterprises. The modern market economy, competition in the concentrated expression of a trademark to compete. Is no longer simply be trademarks or service marks, and to become commercial warfare weapon. Modern enterprise in the study of brands, trademarks should be combined with theoretical knowledge, the use of trademark weapons, the tremendous role played by brand names, from a strategic height and decision-making to examine and improve the status of the brand trademark. Section connotation of the brand mark A, trademarks Interpretation What is a trademark? From the literal interpretation, trade mark or logo of commodities. However, this explanation is too simple, does not reflect the modern market economy under the conditions of the full meaning of trademarks. Trademark in the initial stages of human society does not exist, but with the economic development generated and growing. From a historical, comprehensive point of view to understand it, trademarks should be the development of market economy to a certain stage of the product refers to text, graphics, or a combination of the composition of production and thus distinguish between different operators of the goods or services provided by the project a significant mark. In the modern trademark system, the mark should be due process of law in general to register to become a registered trademark. Reference is made to a registered trademark, registered trademark of the degree is subject to statutory registration of a trademark the exclusive right to obtain trademark. Registered trademark as a legal recognition of intellectual property rights, protected by law, is an important weapon for the implementation of brand strategy and tools. Second, trademark classification Mark in accordance with different characteristics or requirements can be divided into many types