曾被誉为“中国商标第一案”的“王老吉”品牌之争,其核心事件是由品牌租赁引起的一系列利益纠纷。广药力图紧紧掌控品牌资产并充分获利,加多宝投入巨大却不掌控核心资产,也未有效培育自有品牌。“王老吉”品牌租赁双方展开利益博弈,租赁关系终止后,可谓两败俱伤。作为一种企业战略选择,品牌租赁虽可能显露各种弊端,但本身并无对错。合作双方如能建立一套真正共赢的机制,并与自身发展的长期战略有机结合,品牌租赁仍将是重要的市场法宝。 Has been hailed as “the first case of Chinese trademark ” “Wang Lao Ji ” brand competition, the core event is caused by a series of brand lease disputes of interest. Guangzhou Pharmaceutical trying to tightly control the brand assets and fully profitable, JDB invested huge but not control the core assets, nor effectively cultivate its own brand. “Wang Lao Ji ” leasing both parties to start the game of interest, after the termination of the leasing relationship, can be described as lose-lose. As a strategic choice of enterprises, brand leasing may reveal various defects, but there is nothing wrong or wrong. If both partners can establish a truly win-win mechanism and integrate with their own long-term strategy, brand leasing will remain an important market magic weapon.