"Liu Laogan" trademark war background

With the TV series "Liu Laogan" hit, many enterprises and individuals optimistic about "Liu Laogan" brand awareness, have embarked on the "Liu Laogan" trademark. "Trademarks, the market appeared a lot of" Liu Laogan "brand of goods: beer, soy sauce, hot sauce ...... even the" medicine box "is also registered as a pesticide class trademark.

It is understood that in the "Liu Laogan" just finished broadcasting, someone began to register, but not much, really set off a registration boom in the "Liu Laogan sequel" broadcast, that is, before and after the Spring Festival in 2003, at this time, a kind of called "Liu Laogan pickles" products have been made on TV advertising. Moreover, Zhao Benshan himself began to pay attention to this matter, and acted quickly, sending his assistant Zhao Gang to Beijing for the registration of the trademark "Liu Laogan", basically "to register all that can be registered." Zhao just on the catering, culture, food trademarks for the "batch" registration applications, but ultimately can not be registered, but also to wait for a period of time. However, Zhao Gang believes that the "Liu Laogan" TV series is linked to "Liu Laogan", Zhao Benshan enjoys the right to apply for registration of the "Liu Laogan" trademark.

"Liu Laogen" trademark grab shook the business community caused by all parties concerned

"Liu Laogen" TV drama has been broadcast for more than a year, in addition to its plot has become a small and medium-sized business owners "memories of the reflection" textbook, "Liu Laogen" has been the first time in the history of the country, but it is also the first time in the history of the country. "Liu Laogan" trademark has also become a topic of discussion in the business community. This phenomenon makes more people on the product image, product brand has a deeper thinking.

Many people in the business sector believe that the businessmen to seize the "Liu Lao Gen" reflects the business community on the brand awareness has been raised to a considerable height.

On this phenomenon, Shenyang Yuyang Environmental Protection Equipment Co., Ltd. manager Ms. Wang Yuqi said: Why do we all rush to note 'Liu Lao Gen'? Because now there are too many products, but in the product supply exceeds demand in the market situation, consumers accept not the product, but the brand, the product is only equal to the inventory, and the brand is representative of the market, there is no good brand is almost a loser in the market."

And another in a multinational company as a senior marketing executive, Mr. Cai said: "'Liu Lao Gen' in agricultural products registered the most, on the one hand, reflecting the rationality of the registrant, on the other hand, but also reflects the lack of agricultural products the reality of the brand. In the absence of high investment to create a brand image, find a way to graft to the 'Liu Laogen' this y rooted artistic image, is indeed a brilliant choice, choose an accurate positioning of the brand is a success."

Now it is not only "Liu Laogen" trademarks hot, "Liu Laogen" in the drama of other people's names, place names have also become the object of many businessmen to seize. A few days ago, the State Trademark Administration of the relevant person in charge of predicting that the next stage of the "Longquan Villa" is likely to become the hot spot of the application for registration. According to the State Trademark Administration, Li, director of the General Office, the current "Liu Laogan" trademark has been used for coffee, fertilizers, beer, soy sauce, hot sauce and many other commodities, and even the "pill box" has become a more popular registered trademarks. If nothing else, the next stage of the application for registration of the "Longquan Mountain Village" trademark will become another hot business competition.

How many companies have applied to register the trademark "Liu Laogan"? Apply for the "Liu Laogan" trademark does not necessarily represent a business opportunity? According to the State Trademark Office of the Director of the General Office of Liu introduced: how many people applied for registration of the "Liu Lao Newspaper" trademark, there is no clear statistics, but the country **** more than 150 trademark offices, plus direct to the State Trademark Office to apply for a conservative estimate, the country applied for registration of the trademark "Liu Laogen" there are also 500 The conservative estimate, the national application for registration of the trademark "Liu Lao Gen" is also 500 or more. Liu also introduced to the reporter, on the current registration of "Liu Lao Gen" trademark enterprises and individuals, its main purpose is three: First, as soon as possible to register to obtain the right to use the trademark, as soon as possible to put it into and have output, this part of the main body is mainly those who have the economic strength and technological resources, enterprises and individuals; second is to do a good job of resources for the production of the product Reserves for product production, to be the conditions and the time is ripe and then put into use, this part is mainly those who have certain capital and technical conditions, but can not be timely production of enterprises and individuals; third is just pure investment, in order to prepare for the transfer of trademarks at the appropriate time, in order to obtain the trademark transfer fee, which part of the main body is mainly those who do not have the conditions for the production of enterprises and individuals. At present, the third situation to apply for the registration of "Liu Laogan" trademark is more, that is, pure investment, ready to transfer. In this regard, there is a most successful example: Harbin Lianzhong Business Planning Co., Ltd. only with more than 2,000 yuan cost of registration of "Liu Laogan" trademark, was a Zhao Dong enterprise, to fund the purchase of 2 million yuan "Liu Laogan" registered trademark, Harbin, the company thought that the price was less than not sold. The company suspected that the price was less than no sale.

Liaoning Quality and Technical Supervision Bureau of Quality Director Jiang Yanghai with the "brand name effect" of this economic term, the phenomenon of grabbing the "Liu Lao Gen" trademark boom phenomenon is summarized. Jiang Yanghai, said the director, since the mid-1990s, China's brand-name strategy began to start, the enterprise's market awareness, competition awareness, brand awareness began to increase, Shandong, Sichuan, Heilongjiang and other provinces began to implement the brand-name product strategy. As an example, Changshu City in Jiangsu Province is a county-level city covering a very small area, while the city's Bosideng down jacket, snow in the fly down jacket, Menglan bedding, lone God electric freezers, white snow electric freezers and other five products are national brand, the number of brands accounted for half of the whole province of Jiangsu, the first in the domestic county-level cities. And the provincial level above the famous brand products to realize profits and taxes and total profits, respectively, accounted for 34% and 41.6% of the city's economy, the brand name of the driving effect is very obvious. Businessmen in the fierce competition in the market gradually found and understand: the famous brand is the flag of the economy. Practice has also proved that the formation and development of the brand-name economy, the economic and social development of a region and even a country will have an underestimated role in promoting and great impact.

"Liu Laogan" for Liaoshen enterprises on a lesson

The businessmen have grabbed the "Liu Laogan" trademark, leading to Zhao Benshan himself in the registration of trademarks in passive, which does give the public on a popular and vivid! "Trademark knowledge" training class. Originally, Liu Laogan is a brand created by Liao Shen actors in Liao Shen area, and it should be the most registered trademark of Liu Laogan in Liao Shen area, but in fact, on the contrary, most of the trademarks of Liu Laogan have been seized by some enterprises in the south. This can not be said to be the sadness of the enterprises in Liaoshen, "Times Business Daily", "Liaoning Economic Daily" and other media in Liaoshen have discussed this phenomenon in the newspaper. Some people say: If Zhao Benshan's trademark awareness is stronger, may be no matter how busy, in the "Liu Laogan" broadcast will also be busy to a series of "Liu Laogan" trademark registration.

For enterprises, trademarks are the first wealth. Shenyang Double Happiness pressure cooker factory in the 1950s and 1960s was once a red-hot brand, but because of the weak awareness of trademarks at the time, did not register in time, was a southern enterprise to seize, the two sides of the knot for this played a trademark lawsuit. Shenyang's famous "Song Family Hundun Museum" was founded by Mr. Song statement, but because of the lack of timely registration, "Song Family Hundun" trademark fell into the hands of others. In the end, Mr. Song had to add his own name in front of "Song Family Wonton" - "Song Declaration", and thus the trademark was registered as "Song Mr. Song had to add his name "Song Declaration" in front of "Song Jia Hundun", thus registering the trademark as "Song Jia Hundun". The old side of the dumplings, Li Liangui lavender cakes, small potatoes and other well-known brands in Yangcheng, all have experienced trademark infringement, the stormy ups and downs of being snatched.

Shenyang local business people feel y about this, in an interview with media reporters have expressed their feelings. Shenyang City, deputy general manager of small potatoes catering company Li Changming said: "Trademark is the first wealth of the enterprise, in the past, we are more focused on the quality of business and service, but now, we should realize that the brand is the core of the enterprise, relying on the brand expansion is the most effective way, the brand is the extension of the value of the enterprise, exaggerated, the brand is the life of the enterprise. But all of this relies on the trademark to realize."

It is understood that the Haier Group in the Haier products have just opened the market at the time, in the Trademark Office will be a series of product categories are "Haier" trademark registration, which should be worthy of a lot of business learning.

Some entrepreneurs are from a higher level of reflection: with these familiar with the laws of the market economy, compared to the means of business operations, we have fallen into a reverse embarrassing situation, that is: we have a lot of Zhao Benshan, such as the name brand, but stuck in the city, can not turn it into real wealth. In this regard, whether it was the "gold medal is not a brand name" or today's "brand name is not a gold medal", in fact, are directly referring to the fragility of our northeastern culture in the spirit of business and the lack of.

Snatching fever in another voice: snatching "famous brand" should not be blindly followed

Liaoning Quality and Technical Supervision Bureau of the quality of the director of the Jiang that the snatching of the "Liu Laogan" trademark boom to a certain extent reflects people's awareness of the brand, but also want to remind the people of the brand to enhance their awareness of the brand, but also want to remind the people of the brand, but also want to remind the people of the brand, but also want to remind the people of the brand. The enhancement of brand awareness, but also want to remind businessmen, the "famous brand" should not be blindly followed. The brand has its specific domain, can not be extended at will. Imagine, put a paint and coating brand used in mineral water, even if the paint brand is no longer loud, will not have too good market. Quality is the reason why the brand name to win and an important foundation, quality is not, the people do not recognize the brand name will also be eliminated by the market. So the success of the "Liu Laogan" is only "the first step of the long march", focusing on product quality and actively improve the commodity itself is the hard way to victory.

Shenyang Jereh Consulting Management Co., Ltd. said: "blindly follow the wind is difficult to build a successful brand, in this regard to be rational for the better." He believes that in this "excessive communication" society, on the one hand, to seize any opportunity to build the brand, on the other hand, we must pay attention to not blindly follow the trend. "The brand is personalized, there is a cascade, if there are ten different kinds of goods in the market are called 'Liu Laogan', these ten are not good, because one out of the problem, the whole have to suffer.

The State Trademark Administration Comprehensive Division Director Liu said, "According to our grasp of the situation, there are a large number of 'Liu Laogen' trademark application is not used, and want to use the unit can not be re-registered, resulting in a waste." "Applying for a registered trademark costs at least more than 2,000 yuan in fees, and many enterprises have registered uselessly, just wanting to transfer it out at a high price someday. However, the possibility of successful transfer is minimal, so it is actually a waste of resources. Therefore, I remind the majority of businessmen, do not blindly registered 'Liu Lao Gen'. Trademarks are in fact only an intangible asset, it if divested of the 'real economy', the result is often in addition to attract attention, and did not make the enterprise profit real growth. Similarly, the trademark 'evening famous brand' phenomenon is not desirable. Registered - a trademark and brand-name products almost, of course, can be a good opportunity to get involved in the market, but, if there is no enterprise's innovation, products and services as the support, the results of the 'brand-name' not only may lift the stone to stone their own feet, but also may lead to disputes and controversies. "

Economists comment on the "Liu Laogan" trademark war

For this smoke has not yet cleared the trademark war, economists are how to see it? "To be able to consciously grab the 'Liu Laogan' trademark, from the economic point of view is a good thing!" Liaoning Provincial Academy of Social Sciences professor, director of the Liaoning Provincial Situation Research Institute Liang Qidong said so. Liang Qidong, director of the Institute of Liaoning Province, believes that there are many enterprises to seize the trademark "Liu Laogen", first of all, reflecting the enterprise's awareness of the trademark has been strengthened than before. "Many people think that 'snatching' is a pejorative word, in my opinion, it should be a neutral word, it reflects just a kind of competition, itself does not have positive or negative colors." Mr. Liang believes that the reason why Zhao Benshan lost the right to own many "Liu Laogan" trademarks, in fact, his own lack of commercial sensitivity, is caused by their own mistakes, no one else, "many business managers and Zhao Benshan, often the most obvious intangible assets lost, this is actually a very painful lesson. is a very painful lesson."

Director Liang Qidong said that the market economy has gradually strengthened, which not only drove enterprises to pay attention to the registration and protection of trademarks, but even individuals have begun to intervene in the investment of trademarks. "An example can be told here, after the term 'moderately prosperous society' was put forward by the 16th Party Congress, a farmer surnamed Zhou registered it as a trademark, which not only has significance of the times, but also has a popularity that other trademarks cannot reach. Now someone offered him 100,000 to transfer the liquor trademark of 'Xiaokang Society', which he declined." It is in this 'trademark fever' social and economic atmosphere driven by the 'Liu Lao Gen' trademark registration is hot." Director Liang Qidong believes that in the past, our country was in the era of shortage economy, while now it is in the era of surplus economy, which is characterized by users making the rules. And now the user's requirement is that a businessman should not only have a good product, but also a good brand. "In today's highly competitive market, have a well-known trademark, for any enterprise has an important strategic significance, a well-known trademark, reflecting the enterprise's quality, service, scale and efficiency, but also focuses on the needs of social consumers, recognition, input and expectations, today a well-known trademark, is a huge intangible assets, so that enterprises in the market competition to occupy an advantageous position and enhance competitiveness"

"Liu Laogan" why so favored by the businessmen?

Businesses may favor "Liu Laogane" for various reasons, but one thing is the same, they all without exception, "Liu Laogane" can bring great commercial value. Liu Lao Gen" brand in the end how much money, the reporter interviewed several intangible assets assessment firm. Ms. Wang said that the "Liu Laogan" brand is actually a very typical intangible asset. However, the current domestic brand assessment is product-oriented, while the value of the brand involving individuals is inconclusive.

What will China's celebrity brand ranking be? No one knows yet. But a recognized fact in the entertainment industry is: no one has found any domestic celebrities who can outshine Zhao Benshan.

Professionals pointed out that the brand as an asset, its value measurement and composition has five aspects. First, the brand as an asset, its value measurement and composition of five aspects: First, the brand name can bring the price of how much extra value; Second, the brand name of the customer's choice of preferences will have much impact; Third, the brand is replaced to pay the price; Fourth, depending on the brand's stock price; Finally, it focuses on the size of the brand's ability to create profits. The value of a brand is made up of a number of factors, so there are a variety of means by which it can be measured.

Shenyang Hua Heng Asset Appraisal Firm, Mr. Zhang said, intangible asset valuation procedures are in fact very complex. It is not possible to assess the value of a new brand such as Liu Laogan for the time being. A big international brand like Coca-Cola, which has enjoyed a good reputation for a hundred years, will only make such an assessment after decades of accumulation. However, if Liu Laogan is really valued, because there is no way to calculate the number of manufacturers producing "Liu Laogan" products and the situation of product sales and advertising investment, it is roughly estimated that the brand value of "Liu Laogan" should be more than 10 million yuan. The brand value of "Liu Laogen" should be more than 10 million yuan.

Many experts and scholars have talked about the image of Liu Laogan, if you enter the movie, audio-visual, commercial sports, popular clothing, cartoons and comics in these areas, there are hundreds of millions of dollars in profits, or even billions of billions of dollars, tens of billions of huge scale. But it is this special character of both cultural and economic performance that makes commercial culture easier to enter the daily life of the general public than traditional forms of culture, which can not help but say that commercial culture has a huge impact on people's lifestyles, values, as well as social structure and ideology. Zhao Benshan has made Tieling a household name in the country, which is where the charm of commercial culture lies.

Liaoning Academy of Social Sciences economics Zhao alum teacher said: "Liu Laogan" this artistic image is now a household name, both in the cultural world and in people's daily lives enjoy a very large popularity. For businessmen, once they own the brand "Liu Laogan", it means they have the golden key to open the market. It can be said that Zhao Benshan's TV series has provided a shortcut for "Liu Laogen" products to open the market quickly. "Liu Laogan" this character image in the minds of the national audience has won a high degree of visibility and trust, is growing into a business reputation, Zhao Benshan and "Liu Laogan" is becoming the leader of the Northeast business culture.