How SME Exporting Trademarks are Creative (1)

Nowadays, people generally feel that it is getting more and more difficult to apply for registration of a trademark. Often, several trademarks are prepared before the application. Once inquired, it has been found that the same or similar trademark has been registered first. Sometimes the query was conducted several times in a row, and almost none of the searched trademarks were registered. The same applies to the application for trademark registration abroad, and the number of rejected trademarks has increased. This phenomenon shows that our SMEs have greater blindness in trademark creativity.
In order to reduce blindness and improve the rate of trademark registration, this article will focus on how trademarks can be creative and what elements should be considered for a creative trademark. Before the trademark creation, the first thing that should be considered is the positioning of the trademark. The so-called positioning is how to use the trademark in the future, that is, whether the trademark is used for a trade mark or a service mark; whether it is used for only one type of goods or for multiple types of goods. The trademark is used for the main trademark of the enterprise or for the subordinate trademark; whether the trademark is used only in the domestic market, or is used in the international market, is a multinational market or an individual country. This is the most basic problem of designing a trademark. Because designing a trademark for multiple commodities is more difficult than designing a trademark for a single product; designing a trademark for both goods and services is better than designing a trademark for goods only or for service only. It is difficult; designing a trademark for multiple countries is more difficult than designing a trademark for only one country or region. It can be seen from this that the greater the scope of trademark use and the wider the area, the more difficult it is to design a trademark. To this end, trademark creativity, first of all to position it, and then constitute a trademark creative team, participants in addition to decision-makers, should have trademark experts and graphic designers. When designing a trademark, you can refer to the following design principles:
First, according to the function and use of the goods or according to the consumer groups to select the subject matter, the design of trademarks in today's society, the social division of labor is more and more clear, more and more professional. It is impossible for a certain product or type of product produced by a person to be applicable to the entire social group, but can only focus on one aspect of a group or a social group. For this reason, if it is decided that the creative trademark is used only for a certain product or a certain type of product, then the trademark may be designed to have indirect narrative or a certain implied meaning for the product it is used for. For example: "Wahaha" for children's drinks, "Youthbao" for health supplements, "Strong" for adhesives, "Shumei" for sanitary napkins, and so on. After careful consideration of these trademarks, we can think that the ideas are all very appropriate. They are not directly descriptive of their products, nor are they separated from their products by a hundred thousand miles. The secret of these trademarks is to guide consumers through the trademark itself to understand and understand the function and use of the product.
Second, according to the nature of the company's choice of theme design trademarks are now a variety of companies. According to its scale, it is divided into large, medium and small. According to its system, it is divided into state-owned, joint-stock, sole proprietorship, joint venture, and private enterprise. According to its nature, it is divided into production type, sales type, and service type. If subdivided, it can be divided into single type, comprehensive type, integrated science, industry and trade, and so on. For this reason, the above factors should be taken into account when selecting a theme for the design of a trademark. If the theme is chosen according to the nature of the company, the design of the trademark must abandon the above-mentioned first selection criteria. Because the scale of a company's development is undecided, the direction of development can also be changed. If you intend to use your creative trademark for your company’s main trademark or logo, or even for the company name, so as to achieve the Trinity's modern trademark usage model, this trademark should not be focused on the meaning of a certain aspect. Instead, it should use rich connotations, extensive extensions, broad and profound text or graphics. For example: "Senda", "Backgammon", "General", "Sinochem", "SONY", "TOYOTA", "PANASON IC", "Lenovo", "Founder" and so on. If people are not familiar with these trademarks, they do not know which products or services they are used for. It can be proved that the more the trade mark itself does not see what the product they are using, the better the trade mark, and therefore the wider the scope of their use, the wider the cover, the more it can become a well-known trademark. (To be continued)