Research On The Protection System Of Huayang Brand By Chinese Government

As we all know, the brand is a very important intangible asset, thewell-known brand, well-known trademarks have high brand value. WithChina’s opening up policy and the rapid development of the economy, sincejoining the WTO, more and more foreign brands across the oceans landingin China. Chinese government and relevant departments are also increasingemphasis intellectual property and brand protection. They have realizedthat intellectual property and brand protection system for the promotionof China’s economic development, technological innovation, and culturalprosperity are of great significance. Not only is it important safeguardto ensure the normal operation of the market economy, which we explorethe international market, to strengthen one of the basic elements ofinternational technical, economic, and cultural cooperation. In recentyears China has also increased legislation and enforcement ofintellectual property investment and crackdown, investigate varioustrademark infringement and counterfeiting behavior. However, due to theprotection of intellectual property and brand development is laggingbehind China’s development, the protection of intellectual property andbrand by Chinese government is very limited. There are quite a lot ofinfringement cases occurred after those well-known foreign brands enteredinto the Chinese market, which not only makes the brand owner sufferedhuge losses, but also seriously interfere with the operation of the marketand damaged the country’s image.Thesis is based on protection of foreign brands by Chinese government,analysis the infringement case of JOHNNIE WALKER whisky brand in2011which was one of the top10annual cases by Shanghai Intellectual PropertyOffice. Pay special attention to the opportunities, challenges anddifficulties faced by government and officials for intellectual propertyinfringement enforcement in China, and the effective solutions to be analyzed. Government can learn from the "JOHNNIE WALKER" case. JohnnieWalker is the world’s leading multinational brands, which accumulatedrich experience in terms of protection of intellectual property. To fullyunderstand how to implement foreign brands in China’s intellectualproperty and brand protection mode and motivation, improve learning hasgreat significance for the amendment of our government policy. While thegovernment can refer to for a long time,"JOHNNIE WALKER" on brand creation,development and protection system, in terms of a set of global brandprotection unified management strategy to improve the relevant laws andregulations, promote the well-known trademarks, brand protectionadministrative body to explore reforms, play the role of socialsupervision, and further development of China’s intellectual property toestablish a global filing management system, shifts in patterns ofinfringement cases forensic aspects.Summarizes the advanced experience of the governments of Europe and theUSA, our government and administrative departments around the TrademarkOffice, Intellectual Property Office, the courts and the customsdepartments of intellectual property rights through active participationin organizations and forums, international exchange retire from themeeting, the establishment of a sound international cooperation betweenlaw enforcement mechanisms to combat cross-border acts of infringementand counterfeiting. The establishment of a national IP laws andregulations of public information database network platform. Ourgovernment can learn from the advanced technology and managementexperience the advantages of Europe and other countries through this form,to further improve the level of our intellectual property and brandprotection, improve laws and regulations and their work efficiency.Simultaneous analysis the issues for brand protection status of foreignbrands in the Chinese market. And provide measures and recommendations for Chinese government and administrative departments.