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中国企业在“走出去”的过程中,需要格外注意知识产权的全球保护布局。其中,商标注册和维权保护是重要的一环,它关系到企业的品牌价值和发展潜力的开发与保持。在这一过程当中,中国企业可以咨询和委托有经验的涉外律所或者代理机构。主要途径无外乎向各国主管机关分别注册和马德里注册两种。二者都有自己的优势和弱点,费用高低和保护范围都不相同。本文通过分析马德里体系框架和介绍一定的实务经验,探讨中国企业在其国际化道路上如何利用该体系构建自己的品牌蓝图。
Chinese enterprises need to pay more attention to the global protection of intellectual property in the process of “going global.” Among them, the trademark registration and protection of rights is an important part, it relates to the brand value and development potential of enterprises to develop and maintain. In this process, Chinese companies can consult and entrust experienced foreign law firms or agencies. The main avenue is nothing less than the registration of competent authorities of each country and registration of Madrid. Both have their own advantages and disadvantages, the level of costs and the scope of protection are not the same. By analyzing the framework of the Madrid system and introducing some practical experience, this article explores how Chinese enterprises can use the system to build their own brand blueprint on the path of their internationalization.