The new Trademark Law, which began to be officially implemented on May 1 this year, explicitly prohibits the use of the words "well-known trademarks" for publicity on goods, commodity packaging or commodity containers, as well as for advertising, exhibitions or other commercial activities. Anyone who violates the provisions of this article shall be ordered to make corrections by the local industrial and commercial administrative department and shall be fined 100,000 yuan. Jiuzheng Building Materials Network reported that many companies in the home building materials industry have issued a notice to the national distributors to revoke the promotion content of “China Well-known Trademarksâ€, asking them to have all the doors, posters, window displays, X display racks containing the words in the store. Contents such as outdoor advertisements, bodywork, and paper media advertisements are covered, revoked, or replaced, and the content of the promotion is regulated. After the implementation of the new "Trademark Law", most home building materials companies have "replaced", and the text and LOGO about "China's well-known trademarks" on outdoor advertising have quietly disappeared. Of course, there are still very few companies whose relevant content is used in violation of regulations and has not been replaced in time. According to industry insiders, the prohibition on the use of “famous trademarks†for the promotion of products and brands, although it can affect the popularity of home building enterprises to chase “well-known trademarksâ€, the well-known trademarks still have some hidden competitive advantages. . Because even if it can't be used for publicity, the title of "well-known trademark" is beneficial to improve brand competitiveness and engineering bidding. Judicial personnel said that the relevant departments will increase the protection of enterprises that are recognized as well-known trademarks. In the process of infringement, well-known trademarks with higher visibility will also be better protected by the legal department. At the same time, well-known trademarks can also enhance the valuation of intangible assets of home building materials enterprises, so that the amount of mortgage loans that enterprises can obtain will increase accordingly.
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