New Business Cooperation Mode: Trademark Sharing Rule

In May, a news of "Henan trademark maniac opened restaurant" was widely disseminated.

The main idea of the news is that Wang Qiang, who has been active in the front line of trademark registration, realizes that "only by pferring can not maximize the benefits of trademarks."

Therefore, it changes the mode of direct pfer in the past. When an enterprise wants to buy a trademark, it participates in the subsequent development of the trademark in the form of consultant or affiliate, and the holder can provide product design, marketing planning and other services.

This is a new business cooperation mode with trademark as the breakthrough point.

The value of trademarks should not be underestimated, but the growth of trademarks is very long.

How can we get a share of the trademark when it first grows, and it will not be as bubbling as Wang Laoji and JDB do.

The author, master Meng Tan, has opened a door for us to understand the new business cooperation mode from the perspective of trademark, and to avoid the tragedy of "helping others to raise children".

More and more company partners hope to share the option or equity of the brand side, or adopt other ways to bind long-term interests.

However, the cooperation between options and equity is usually through continuous communication and discussion, and often even disappears.

This kind of scenario often occurs. An enterprise hopes to cooperate with state-owned enterprises to promote new products. However, the economic cost and opportunity cost that may be invested in the early stage are very large, but the other side is state-owned enterprises. Obviously, the way of taking stock is obviously difficult to operate. If we just divide or divide dividends, the enterprise will not be willing to enjoy the brand long tail effect caused by the cooperation between the two sides after the expiration of the contract.

Negotiations are often deadlocked at this time.

Similarly, when R & D or product companies need to seek local partners in the destination market, the most widely used way is to subsidize some of the market costs, which are specific to local partners.

And enjoy a relatively exclusive right to divide, or a more closely related relationship is to establish a local company through joint venture with local partners as the main body of operation here, and local partners can enjoy the right to split the local market share through the equity of the local company.

In this case, the local partners can not enjoy the value added part of their market development results to the upgrading of the whole product or service brand. Two, the trademark ownership of the product or service is always in the head office, the subsidiary is usually authorized to use the brand, and is faced with the risk of brand withdrawal; three, it is very cumbersome to set up a company, share shares and so on.

In another case, A has multiple product lines. Each product line has an independent brand name. B only helps A promote one of its product lines. If B enjoys the shares of the entire company of A, it may be less likely for A to agree.

In the case of B does not occupy A shares, how can B be protected by great benefits?

A partner is inconvenient to appear in the company directory as a shareholder (all netizens never forget to take the company relations to the top of the website), but many companies or investors consider indirectly participating in the distribution of company interests through the way of holding trademarks, but obviously this is a feasible, lawful and more concealed cooperation mode.

Trademark as the core

It can also be applied to many small vertical fields.

Especially in the vertical field, there is a huge price difference between the product without brand and the brand, that is, the premium of the brand is very high.

However, the cost of operating a brand to millions or even tens of millions of dollars is often unacceptable to a single enterprise. But if we consider cooperation with other players, it will be difficult for us to negotiate quickly.

This more operable mode is to operate a brand collectively, and investors can share the brand.

As to who earns more, who earn less depends on the individual's market operation ability.

It's not too much to call this mode a brand crowd raising mode.

In this case, the branding agreement should be stated: brand name.

(target customers, high-end product positioning or low-end product positioning), every congregation raises the rights and interests of the trademark (ownership, use right, whether it has the right to license independently to others, how to allocate the authorized fees for subsequent brands), whether the management mode of the brand joint operation (who executes the brand operation, who will evaluate the brand operation results, and who will guarantee the cost of the cost), has the ownership withdrawal and entry mode (how to become the new owner of the trademark or how to quit).

The contents of the specific agreement can be determined according to the purpose of all the sponsors or participants.

Through the sharing of trademarks and other intellectual property rights, the market and R & D results of indirect joint ventures can be a means of choice for partners who hope to quickly achieve cooperation and accelerate trial and error. Once they fail, separation is also easy.