A Research On Protecting The Scenic Spot By Trademark

Scenic spot is one of the essential parts of tourism which is regarded as a sunrise industry. With the development of tourism, the trademark protection issue of the brand identity of scenic spot is becoming a matter of concern by more and more people. The brand identity of scenic spot is a significant intangible asset due to its considerable commercial and brand values. However, many scenic spots suffered great damage on their reputation and large economic loss due to trademark preemptive registration of their names. Trademark registration is the most effective method to prevent the brand identities of scenic spots from being preemptively registered.Part I of this article defined the connotation of scenic spot and then mainly discussed the features of the brand identity of scenic spot. Part II, by focusing on the relationship between the brand identity of scenic spot and trademark registration, revealed the significance of trademark registration of scenic spot and discussed some major issues in trademark registration. In addition, it analyzed the issue of trademark preemptive registration in detail. Part III offered some strategies of trademark protection of scenic spot.