“可口可乐”、“奔驰”汽车、“IBM”电脑等等,这些驰名世界的商标虽然只有几个字,但它的无形价值却高达数亿、数十亿美元。商标,在产品还不出名时,一般一钱不值,但一旦出名,则价值连城,这时如忽略商标的重要意义,不用法律手段保护自己,那么往往将大量心血拱手让人。在国内,商标之争已引起人们的重视,但我国企业界还不清楚商标在国际市场上的份量,结果在走向世界时往往吃哑巴亏。因此强调商标的无形价值对我国现阶段发展外向型经济具有很大的意义。 在国际上,抢先注册商标是商战中多方争夺的制高点。商标抢注,对于长期生活在计划经济条件下的中国企业来说,是个较陌生的新名词。实际上,这是一种通过抢在原商标所有者之前在某国注册该商标以获取经济利益的不正当竞争行为,也是市场竞争中常见的现象、经济战争的一个表现形式。 “Coca Cola”, “Benz” cars, “IBM” computers, etc. Although these well-known world trademarks are only a few words, their intangible value is as high as hundreds of millions and billions of dollars. Trademarks are generally worthless when the product is still not famous, but once it is famous, it is priceless. At this time, if you ignore the importance of a trademark and do not use legal means to protect yourself, you will often put a lot of effort on your hands. At home, the dispute over trademarks has attracted people’s attention. However, the business community in China is still unclear about the weight of trademarks in the international market. As a result, they often suffer from a loss when they go to the world. Therefore, emphasizing the intangible value of a trademark is of great significance to the development of an export-oriented economy in China at this stage. In the international arena, preemptive registration of trademarks is the commanding heights of multi-party competition in commercial warfare. Trademark squatting is a relatively new term for Chinese companies that have long lived in a planned economy. In fact, this is a kind of unfair competition behavior that obtains economic benefits by rushing to register the trademark in a country before the owner of the original trademark. It is also a manifestation of common phenomena and economic warfare in the market competition.