Drip hit the car in the mobile Internet brand protection

In today's new Internet age, the connotation of corporate brand protection has begun to enrich, and corporate brand protection is no longer confined to traditional trademarks, patents, domain names and other protection, but also with the mobile Internet era mobile addressing industry, only To enhance the current business network brand building and protection, we can more fully guarantee the integrity of intellectual property and corporate brand image integrity. Today, however, the Internet and the mobile Internet have also entered our life as an important platform for the dissemination of new media. Enterprises should be more and more aware of the protection of intellectual property rights.

Unfortunately, however, things are constantly happening. The weakening awareness of domain name protection in enterprises, especially famous trademarks, also has an impact on the enterprises' awareness of brand protection in the mobile addressing industry. As a result, a great deal of damage has also been done The case of corporate goodwill, resulting in major economic losses, and many of these are already famous large enterprises. Media reports of the year pointed out that Honda had protected most Chinese domain names such as Honda, Guangzhou Honda and Guangben. However, one hundred dense sparse is that "wide this. Network" Chinese domain name cybersquatter was registered, the domain name registered cybersquatting link to a content all of the Honda in Guangzhou car accident web page. When such a website appears, a low-probability event in a car accident in Guangzhou Honda suddenly enlarged, cast a shadow over Guangzhou Honda's brand image.

In order to restore the brand loss, the company spent more than 360 million wide after the event, held a real car collision test to prove his own car is crashworthy. This remedial act, can not help but sigh. Coincidentally, today's "drip taxi" because of a temporary negligence, in the way of brand protection, repeat the mistakes of the current incident.

A few days ago, in order to avoid trademark infringement, Didi taxi operators small orange technology released in the official platform Didi taxi changed its name to "DitaDat" announcement, DitaDita taxi that can change the name, completely get rid of the trademark dispute, Dropped again hit the network hit a taxi in the field of mobile Internet brand protection is missing.

When you visit the "drop" message address to 12114, the feedback is compelling:

Received reply: welcome to visit this address, the following will be a full analysis of the drop. Please reply the numbers

One. Integrity issues

Second, violations

Third, trademark infringement

Four employees exposed insider

Reply any one of the above four points, the contents of the links are open to hit the car negative reports, it is simply a replica of this incident. "The only difference is that this incident took place on the Internet, and today's downturn occurred in the mobile Internet." An industry expert who has long been engaged in brand equity protection said. For a taxi, this can be described as "a house full of rain every night, the ship late again encountered the wind."

In contrast, a drop of a taxi hit competitors fast taxi, in the field of mobile Internet brand protection, we must have a lot of detailed and complete. When visiting the "fast" message address to 12114, the feedback is as follows:

Open the link, you can download fast taxi client. Visible, fast taxi already registered information address, the degree of emphasis on mobile Internet brand protection significantly higher than the drop.

Analysis of the industry said the case of a taxi hit a trademark infringement abound, every day in different ways staged. Now many enterprises do not attach importance to the protection of intellectual property, do not attach importance to trademark, trademark registration has not been handled in time to the relevant departments, resulting in the process of business development and growth, there have been a series of intellectual property disputes. In the wave of brand name protection, enterprises should step up their awareness of brand protection in the field of mobile Internet and register in advance the names of information sites related to their main business operations, avoiding unnecessary disputes in the future and also helping Business in the development of mobile emerging markets.

As an intangible asset of an enterprise, the brand has long gone beyond the traditional scope of trademarks, trade names and business names. Today, with the rapid development of information technology, the Internet domain name and the 12114 information name that meets the communication standard of "General Technical Requirements for SMS Address Service" Site, has become a three-dimensional corporate brand protection space. On the one hand to call for the prohibition of malicious cybersquatting; but on the other hand, companies also need to focus on brand protection, proactive protection is essential.