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1、解百纳商标案例的营销启示（MarketingimplicationsofCabernettrademarkcase）TheCabernettrademarkcaseknownas"thefirstcaseofChinaWineintellectualproperty,theindustryhighlycontroversialtrademarkdisputecaserecentlyfinallyresults.InJune22,2008,ChangyuannouncedthattheStateAdministrationforIn
2、dustryandCommerceoftheTrademarkReviewandAdjudicationBoardafterademonstrationandrigorousreview,ruling"Cabernet"doesnotbelongtothecommonvarietiesofgrapeindustryorproductcommonname,isownedbytheChangyucompanyallWinetrademarks,registeredtrademarksofChangyuenjoyallrights.As
3、oneofZhangyu'smaincompetitors,theGreatWallhasmadeclearthatitwillmaintainthepublicresourcesoftheindustrythroughlegalweaponsandappealwithintheprescribedtime,soastosafeguardtheinterestsofitsownandtheindustry.Whilethesituationneedsfurtherattention,whatkindofmarketingthink
4、ingcanthiskindofcasebringus?PayattentiontointellectualpropertyrightsandcurbunfaircompetitionTheCabernettrademarkregistrationdisputelastednearly6years,mainlybecauseitinvolvessomeofthebasicprinciplesoftrademarkregistrationissues.FollowingabriefreviewofCabernettrademarkr
5、egistrationtime.In2001,Changyucompanyproposed"Cabernettrademarkregistration"totheStateTrademarkBureau,registeredinApril14,2002bytheNationalTrademarkOfficeapproved,whichhasarousedstrongrepercussionsintheindustry.Afterthat,underthejointoppositionincludingCOFCOtheGreatWa
6、ll,DynastyandtheVeyron,well-knownenterprises,inJuly10thofthesameyear,theStateTrademarkBureaualsomade"ontherevocationoftheNo.1748888th"Cabernet"trademark"thedecisiontorevoketheregisteredtrademark.Changyucompanyrefusedtoacceptthedecision,thusenteringtheadministrativerev
7、iewstage.ThefocusofcontroversyaboutCabernettrademarkismainlyembodiedinthreeaspectsasfollows:first,whetherthe"Cabernet"grapevarietiesandstrains,ifrawmaterialnamecannotberegistered;second,"Cabernet"isequivalentto"Cabernet",third.Whethertheproduct"genericnameCabernet",an
8、dthegeneralproductnamecannotberegistered.Finally,theStateTrademarkReviewandAdjudicationBoardjudgeaccordingtothefollowingreas
