霸王茶姬商标保卫战:国风品牌如何守护自己的名字……
霸王茶姬商标保卫战：国风品牌如何守护自己的名字
Bawangchaji’s Trademark Defense: How a Chinese-style Tea Brand Protects Its Name
摘要：近年来，主打东方美学的新茶饮品牌霸王茶姬火遍全国。随之而来的，是大量山寨门店。它们模仿品牌装修、logo、产品名称，误导消费者，也损害品牌多年积累的口碑。In recent years, Bawangchaji, a new tea brand with oriental beauty style, has become popular across China. At the same time, many copycat shops appeared. They copied the store decoration, logo and product names. They mislead customers and hurt the brand’s reputation built over years.这场商标纠纷的核心，就是“霸王”二字商标的争夺。霸王茶姬在品牌发展早期，就提交了商标注册申请。但是“霸王”这个词语，早已被其他企业注册在别的品类。这就导致霸王茶姬的注册过程一波三折。The core of this trademark dispute is the word “Bawang”. Bawangchaji applied for the trademark at the early stage. However, “Bawang” had already been registered by another company for different goods. This made the application difficult.很多人会疑惑：既然品牌名字已经广泛传播，是不是就自动拥有商标权利？答案是否定的。商标权，需要国家知识产权局核准注册之后，才正式生效。单纯的名气，不等于商标保护。Many people wonder: if a brand name is widely known, does it automatically get trademark rights? The answer is no. Trademark rights only take effect after approval by the China National Intellectual Property Administration. Popularity alone cannot protect a trademark.面对遍地山寨门店，霸王茶姬选择拿起法律武器，发起批量维权诉讼。它起诉仿冒店铺，要求对方停止使用近似标识、赔偿损失。Faced with many copycat stores, Bawangchaji chose legal action. It filed many lawsuits against fake shops, asking them to stop using similar signs and pay compensation.但维权并不轻松。知识产权案件有一个难点：判断两个商标是否近似。法官会综合文字读音、含义、整体视觉，判断普通消费者会不会混淆。很多山寨店会改动一两个字，企图钻法律空子。But it is not easy to win. The hard part of IP cases is judging whether two trademarks look similar. Judges check pronunciation, meaning and appearance to see if ordinary buyers will get confused. Many fake shops change one or two words to avoid punishment.对于国风新消费品牌来说，商标布局一定要走在走红之前。在品牌创立初期，就要规划多品类商标注册，提前堵住抢注、仿冒的漏洞。For Chinese-style consumer brands, trademark planning should come before popularity. When a brand is first set up, companies should register trademarks in many categories to stop squatting and copying.品牌的国风美学、产品、故事，共同构成品牌价值。商标，就是守护这份价值最基础的盾牌。A brand’s oriental design, drinks and stories build its value. Trademarks are the basic shield to protect this value.
