Li Huifen on the protection of overseas rights: trademark case is related to enterprise survival

Map right is the contact food company Marketing Headquarters deputy general manager Li Huifen (photo source: China News Network) Beijing, June 1, after the Wangzhihe and "the first case of Chinese old overseas rights protection", Hefei "contact" Food v. Germany "Okai" Company trademark infringement case has been the concern again recently.　　For these domestic brands in overseas to be registered phenomenon, contact Food Co., Ltd. Marketing headquarters deputy general manager Li Huifen, said that if a company's trademark is registered, will affect the survival of the enterprise.　　It is reported that, in addition to registration of Germany Kelly company to contact the brand, the total was registered with "Wangzhihe and", "White House", "old godmother" these very popular brands in the country.　　In this regard, Li Huifen said, if the German companies to seize these trademarks, and we can not be taken back by legal procedures, the loss of local enterprises in China is very large, the first loss is the company's independent intellectual property rights of the brand. Li Huifen said that companies to run the brand or to shape the brand, the ultimate goal is to win consumers. And consumers of a brand goodwill or cognitive, it is precipitated assets, intangible assets, or intellectual property. And its most important manifestation is the trademark. "There are many forms of intellectual property, trademarks, patents, and some copyrights." But for a consumer enterprise, its most important intangible assets should be trademarks. Li Huifen stressed that if an enterprise's trademark is registered, it will affect the survival of enterprises. Because there is no trademark, all advertising, all promotion, all assets may be for others to do wedding clothes.　　So contact in Germany is registered, or other brands are registered overseas, on the one hand it will affect the process of branding, and more importantly, it affects the enterprise and brand in the future market expansion process of the whole process, is related to the enterprise strategy is very important and very critical. Li Huifen said that the contact trademark rights case will be held in Munich District Court on August 31.