Brand protection New GAME rules: Trademarks are no longer the end

"Tenkine Shanghai July 8 News" in the brand to the enterprise benefits play more and more important role today, trademarks as the core of brand equity, has long been the focus of corporate protection and competition. A "Jiutouniao" trademark, can let father and daughter in court, no wonder some people say that trademark has already become the main battlefield of competition between enterprises.　　In recent years, however, it seems that the battlefield is shifting to Internet brands such as domain names. The latest statistics show that by the end of 2008, the CN domain name disputes cumulative 1355 pieces, showing a steady upward trend, most of them for the domain name registration, infringement of corporate trademark rights.　　In the Enterprise brand protection of the attack and defense war, with the rise of the internet, the domain name has replaced the trademark, become a new main battlefield. Whether or not the enterprise is aware of the changes in the battlefield, the domain name problem has become a reality and a constant threat to those who do not value his corporate brand. In the first domain name conference, Yanqing People's court president Malay told a vivid case, registered with the "North" of the trademark of the Northern Industrial company, said the north. China "and" North. The company "These two domain names violated his trademark rights, and filed a lawsuit." But the court dismissed the company's "North."　　China "Complaint request, the reason is very simple, in the network domain, this domain name is unable to have the inevitable connection with the company. In this respect, the horse visitors said, domain name disputes and trademark disputes in the judgment there are obvious differences. The complainants ' trademarks are not necessarily protected as rights and interests, while others may not be trademarks or protected.　　Because the domain name differs from the trademark, itself does not exist the use scope or the use kind, in order to prevent the trademark in Domain name use domain protection scope not to enlarge, in faces the domain name dispute, often cannot simply because the trademark and the domain name similar, on the judgment infringement. From trademarks to domain names, the rules of the game have changed, enterprises can do, only adapt. In the first domain name conference, experts on the enterprise's domain name protection put forward a lot of constructive opinions, which Lian put forward with the same or similar corporate trademarks of the same domain name defensive registration protection strategy has been widely recognized. With Google, Yahoo and other annual investment hundreds of thousands of U.S. dollars in the domain name protection of international companies, our corporate brand protection road is still very long, the trademark is not the end.