TAN XIAOZHENG™

Practical Brand Management Trilogy (Part 1): Trademark Design, Usage, and Protection

中文网页：https://mp.weixin.qq.com/s/GQQHL6TxnZx5-o9KPl78nQ?token=2129903203&lang=zh_CN

Speaker: Tan Xiaozheng (Founder of Dongke®)
Background: Graduated from the Animation Department of Central Academy of Fine Arts (CAFA), 20 years of brand design/communication experience, Director of Chengdu Animation and Game Association, successfully defended against a “Three-Year Non-Use Cancellation” lawsuit.

I. Fundamentals of Brands and Trademarks

  1. Brand Definition
    • A brand represents consumers’ holistic perception of products/services, encompassing elements like logos, culture, and trust.
    • Goal of brand management: Enhance trademark value and corporate competitiveness (e.g., through licensing).
  2. Key Principles for Trademark Design
    • Naming Considerations: Ensure compatibility with corporate name, domain names, and social media handles while balancing cultural relevance and customer perception.
    • Design Guidelines:
      • Prioritize simple standalone Chinese characters over complex designs;
      • Align trademarks with official company names (to reduce legal risks);
      • Proactively register protective domains (e.g., .com/.cn).

II. Legal Risks in Trademark Usage and Countermeasures

  1. Three-Year Non-Use Cancellation Explained
    • Definition: A third party may petition to revoke trademarks inactive for three consecutive years.
    • Legal Basis: Article 48 of China’s Trademark Law requires actual use in commercial activities (product packaging, advertising, contracts, etc.).
  2. Valid Usage Evidence Four Channels Documentation Key NotesProduct PackagingProduct photos, design draftsSpecify usage timeframe & scopeAdvertising/ExhibitionsEvent contracts, ad recordsUse notarized/third-party dataSales Contracts/InvoicesTransaction recordsEnsure company name consistencyMedia CampaignsWebsite/social media contentAvoid excessive edits
  3. Common Pitfalls
    • Mismatch between business license address and trademark usage locations;
    • Submitting un-notarized unilateral evidence (e.g., internal contracts);
    • Evidence lacking clear trademark identifiers or timestamps.

III. Practical Trademark Protection Strategies

  1. Management Systems
    • Appoint a brand custodian to annually/bi-annually archive usage evidence;
    • Create trademark usage guidelines to prevent unauthorized modifications.
  2. Registration Tactics
    • Cross-Category Protection: Register beyond core business classes (e.g., Class 45 for funeral services, Class 35 for advertising);
    • Defensive Registration: Secure variations (e.g., register both “Tea Quality” and “Quality Tea” in Chinese).
  3. Research Tools

IV. Advanced Brand Management

  1. Value Maximization
    • Monetize through trademark licensing;
    • Leverage brand culture for premium pricing (reference luxury brands like Gucci/Hermès).
  2. Long-Term Maintenance
    • Periodically update visual identity to match market trends;
    • Monitor competitors and adjust protection strategies.

Note: Subsequent courses include Effectiveness of Corporate New Media Communication and Corporate Strategy vs. Product Strategy, focusing on practical brand communication and positioning.
Appendix: Tan Xiaozheng’s “Brands Are Like People” philosophy emphasizes building trust through consistent engagement.

For full case studies or brand diagnostics, contact official course channels.