Study On The Protection Of University’s Trademark

Names of colleges and universities, crest, school motto are important parts of university’s intangible assets, which have a very high commercial value. However,the protection of trademark rights of colleges and universities of our country does not call much attention and protection, many colleges and universities are not aware of the importance of trademark rights, they don’t realize the importance of the protection of trademark rights until the trademark has been registered. But it is too late.In this paper, the author use colleges and universities domestic trademark exercise and the current situation of protection as a starting point, combined with the trademark rights of exercise in American colleges and universities and the status quo of protection, in view of the problems of trademark exercise of colleges and universities to analysis how the colleges and universities to execute and protect their rights more effectively in my own view, in order to be helpful for the exercise of trademark rights and protection of domestic colleges and universities. Part one of this article introduces the status and problems that exist in the protection of university’s trademark and the history of trademark law. Part two introduce the main ways of university trademark in U.S and its history. Last two parts combines the current conditions of our country, discussed how to learn from the theory of trademark law of the United States of America, and put forward the suitable way for our country’s colleges and universities trademark exercise and protection.