Research On The Formulation And Implementation Of Enterprise Trademark License Strategy

With the in-depth development of global trade activities and the rapid popularization of mass media,as a trademark of intangible assets and image brands,the value of the trademark is increasingly valued by enterprises,and it is increasingly applied to enterprise competition.However,in actual operation,it takes a long time for the company to register a trademark,and the company will spend a lot of time and money.The assignment of trademarks often results in high transfer fees,which can discourage the company.Even if the trademark is successfully registered,it requires a considerable amount of marketing and advertising costs to be known.Therefore,trademark license is an inevitable path.The trademark license strategy is one of the important trademark strategies of Sino-Agri Company.Sino-Agri Company signs Trademark License Agreements with many companies including NIPPON SODA CO.,LTD and acquires the legal use rights of many well-known registered trademarks registered in respect of pesticide products.The paper studies and analyzes the basic theories of trademark and trademark license,the problems in the legislation and practice of trademark license in China,and the trademark license cases of Sino-Agri Company.It is found that,during the formulation and implementation of the license strategy,there are a lot of problems including the vague understanding of the concept of trademark and trademark license,poor management of licensed trademarks,unclear provisions on the terms of the license agreement,lax control of the quality of the licensee's goods,and lack of development strategy of self-owned trademarks.The paper also gives suggestions for the formulation and implementation of trademark license strategies for enterprises,namely,selecting well-known registered trademarks and rights related to their own industries,clearly stipulating the terms of the license agreement,developing self-owned trademarks when using the licensed trademark,and strictly controlling the risks in trademark licenses.