Research On Legal Issues Of Self-management Of Chinese Enterprise’s Trademark

As an intangible asset of enterprises, trademark is an importantweapon in the market competition with immeasurable economic value.Taking full advantage of its own trademark is not only beneficial to thereputation of the enterprise, but also make contribution to theimprovement of the enterprise’s core competitiveness. As an integral partof the enterprise management, trademark management occupies a pivotalposition in the development process and will affect consumers’ choices ofproducts. With the continuous development of market economy, theawareness of trademarks’ importance by China’s enterprises is growinggradually. However, there are still many problems exposed in the practiceof trademark management. To name only a few, some companies findtheir trademarks have been registered by others, some make use of theirtrademarks unreasonably, some companies do not pay enough attention tothe protection of their trademarks. To solve these problems, China’senterprises should strengthen the self-management of trademarks underthe current legal system.Trademark self-management of Chinese enterprises should startfrom the selection and registration of trademarks. There are detailedprovisions in law about the trademark selection and registration. Whendesigning its own trademark, with the prerequisite of complying with therelevant law provisions and integrating its corporate culture, the enterprises needs to design a trademark which is in accordance with thecorporation’s products or services and then registers it. Whether using thetrademarks by themselves or permitting others to use, it shall be inaccordance with the provisions of the law. In addition, the enterpriseshould take full advantage of the trademarks as they are intangible asset.One way of trademark management is transferring and pledging.Enterprises should gradually develop their trademarks into well-knownones, maximizing the value of them. The law also provides specialprotection to the well-trademarks. For this reason, our enterprises shouldbring the trademark self-management into the business managementsystem. However, nowadays problems such as the lack of trademarkregistration consciousness, inappropriate use of trademarks, unsoundinternal mechanism for trademark management, and weak consciousnessof seeking trademark protection gradually appear in many enterprises.The enterprises should take targeted measures to solve such problems inall.