如何保护“苏超”品牌从“走红”变“长红”

Core Viewpoint - The "Su Super" league has sparked significant interest and competition among 13 cities, but issues regarding the protection of intellectual property rights for team logos are emerging [1][2]. Group 1: Trademark Registration and Risks - The team logos are crucial for team identity and are often part of their trademarks. Currently, the logos of the "Su Super" league teams have not been registered, but there are concerns about potential trademark squatting [2][3]. - In 2023, there were 1,760 trademark applications related to football in China, which is expected to rise to around 2,200 in 2024. The rejection rate for "hotspot" football trademarks is increasing, from 48% in 2023 to 65% in 2024 [2][3]. - The definition of "squatting" is controversial, as current trademark laws do not provide clear standards for determining malicious registration. However, actions that violate good faith principles are generally considered malicious [2][3]. Group 2: Need for Intellectual Property Protection - The "Su Super" league faces risks of trademark squatting and infringement, which could negatively impact its commercial development and brand image [4][5]. - Experts suggest that a comprehensive intellectual property protection system is necessary for the "Su Super" league to evolve into a sustainable sports culture brand. Currently, there is a lack of full-category trademark registration and copyright protection for key elements like team logos and names [4][5]. - A comparison is made with the "Village Super" league in Guizhou, which has registered 200 trademarks and 74 artworks, establishing a more robust intellectual property defense [5]. Group 3: Brand Value and Management - There is potential for improvement in the extraction and commercialization of the "Su Super" brand value. The league has not yet fully integrated new elements with regional characteristics and innovative designs [6]. - The current management of the "Su Super" brand lacks standardized processes for trademark registration, authorization management, and value assessment, leading to potential risks in brand value conversion [6]. - Recommendations include adopting a three-pronged intellectual property protection model similar to that of top international football clubs, which combines trademark registration, legal protection, and international cooperation [6][7]. Group 4: Enforcement Mechanisms - The establishment of a collaborative enforcement mechanism is essential for protecting the "Su Super" brand. This includes linking online monitoring with offline enforcement to enhance protection [7].