"Free-ride" it is fact, from the late 1990s VCD, clothing industry spread to many fields, it is common. "Free-ride" Omega Watches phenomenon looks be like simple, actually mingled with many complex condition, need to differentiate and see.
"Smart" free-ride 'is stood on the shoulders of giants, judge forerunner pioneered market and follow-up capacity, avoid himself as "martyrs' risk while, properly using brand communication means a voice. And low-level" free-ride' but only know the boring copied on brand." Beijing wisdom workshops brand strategy consultancy ZhuLei said.
The reporter understands,vintage omega watches low-level "free-ride" often is the industry and Commerce Department as "pseudo famous brand". General will take three ways, and famous brand LOGO design similar with brand-name homophonic, famous brand, brand name registered to own the company name. These dozen the practice of current market outside, monitor and legal restriction still exist considerable difficulty.
Although related legal points out: will with the registered trademark identical or similar text as enterprise name, in the same or similar goods, easy to use on the outstanding make relevant public cause misidentification, belong to give others to exclusive use of a registered trademark Rolex Deep Sea Dweller cause other damage behavior. But well-known enterprise, in prosecuting free-ride enterprise, requires a lot of time and money, often also midway forget about it.
Expert proposal, well-known enterprise must use "registered trademark" extends to protect ourselves. Not only to be registered in the industry, where the trademark and still should consider in enterprise may expand involves industry to register; Not only is already use of the trademark, the will of the use of the trademark, still should put some and his trademark registered close together.
Beijing cheong long LvFeng lawyer said, not all of the "free-ride" constitute infringement, many companies are in the "grey zone" law technical processing, must not do with tort elements. "A tort is trying to replace, and 'alongside' just pretend like, essentially not to replace original a well-known brand. Be 'alongside" enterprise should not accuse lawsuit, but also to win." Related sources said, because the big bazaar involves the risk of ipr infringement cost, "free-ride" in some big stores to breed.
Low-level "free-ride" not only touched the legal limits, but for other brand caused the damage. Famous brand marketing experts YeMaoZhong said, the brand is the mental pathway into consumer PASSPORT (pass). So-called well-known brand, is often will its brand name and LOGO etc, and successfully completed a brand symbol. A simple symbols can help consumers associate to brand quickly connotation, and cause them to buy intention. And to emulate the brand is lower borrow other site, and do his own trading, secretly use someone else's PASSPORT
Low-level emulate has increased in virtually a brand maintenance costs. But on the other hand, exploiting legal loopholes brand generally do not. Peking University management consulting company senior partner and downtown, low "that yu" tend to free-ride is aimed at lower-end consumers, and with low price strategy, will not have much benefit.
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