The leading brand of Zoomlion Cogen engineering machinery more beautiful
ZOOMLION Limited by Share Ltd (hereinafter referred to as ZOOMLION) was founded in 1992, is China's first A+H shares of construction machinery listed companies and the world's sixth construction machinery enterprises.
In November 2015, ZOOMLION won the Trademark Application Award at the China Trademark Gold Award conference jointly sponsored by the State Administration for Industry and Commerce and the world intellectual property organization. This honor from Zoomlion high starting point, high positioning, the international perspective innovation trademark management mode, as effective in promoting the trademark strategy implementation, to create the world's leading brands in the process of Engineering machinery.
Laying solid foundation and promoting value
In 2000, ZOOMLION co Chinese trademark, ZOOMLION English trademark and graphic trademark were officially opened. ZOOMLION means "roaring lion", symbolizing the strength and ambition of ZOOMLION as a "Oriental lion" enterprise representative to the world.
Since 2002, ZOOMLION has the merger and acquisition of Hunan machine tool factory, Hunan province Puyuan Group Co., Changsha national hi tech Industrial Development Zone, the Industrial Co., Ltd. and other enterprises, have had successful trademark, Pu yuan.
In 2007, Zoomlion international development goals, began known as the "fist grip means" unified brand strategy, which is based on the brand positioning as a single brand, will be under the Zoomlion, Pu Yuan, winning three big industry leading brands in the unified brand. ZOOMLION brand has been selected as the 500 most valuable brand list in China for 12 times, becoming the world class brand leading the domestic construction machinery industry.
In 2000, ZOOMLION officially launched the first set of visual identity system, and in the subsequent gradual collision and integration with the world's multi-cultural, ZOOMLION brand image and the foundation of the enterprise visual identity system concept change has been gradually laid. In June 2015, ZOOMLION launched a new enterprise visual identity system in the world of art capital Italy, Milan. Through the demonstration of the enterprise visual identity system, it made a new interpretation of the brand logo ZOOMLION of ZOOMLION.
The new design of enterprise visual identity system integrates the abstract lion image with the letter "Z", thus forming a new brand. The new trademark is not only more three-dimensional features, but also more vivid to reflect the connotation of ZOOMLION - ZOOMLION standing in the global perspective to think about the future of enterprises and products, to promote product upgrading, leading the transformation of industry, and ultimately create a better life.
为了提升品牌的核心竞争力，中联重科建立了国家级技术中心，将每年销售收入的5%用于技术创新，通过研发体系源源不断地推出高新技术成果，在持续提升中联品牌和产品竞争力、赶超世界一流水平的同时，形成科研促进产业、产业反哺科研的良性循环，商标品牌的含金量由此不断增加。到2015年，中联重科共申请专利8416件，品牌价值达到335.71亿元。
Responsibility for expanding influence
In various ways to enhance the core competitiveness of the brand at the same time, ZOOMLION attaches great importance to the promotion and promotion of trademarks. ZOOMLION, through television, network, newspapers, exhibitions, outdoor and other media advertising and advertising, etc., in the domestic and foreign markets on Zhonglian, ZOOMLION and other trademarks of publicity and promotion costs have exceeded 2 billion yuan.
While branding, ZOOMLION has not forgotten the corporate social responsibility, and will assume social responsibility as an important part of expanding brand influence. At the beginning of 2008, there were rare freezing rain and snow weather in most parts of southern China and eastern part of Northwest China. ZOOMLION not only sent disaster relief team, provided equipment, participated in disaster relief, but also donated 3 million 500 thousand yuan to ice and snow disaster area. After the Wenchuan earthquake in 2008, ZOOMLION organized the first rescue team, except the army, to the scene, and donated more than 30 million yuan to the disaster area. After the Qinghai Yushu earthquake in 2010, ZOOMLION donated 10 million yuan in addition to the earthquake relief, but also mobilized Qinghai and its surrounding construction machinery and equipment to form a rescue team, rushed to the disaster area to participate in the rescue, sent all kinds of scarce supplies for the affected people. In the 10 years of "love change destiny" charity student activities, ZOOMLION donated 12 million yuan to help more than 1200 poor students to enter the University gate.
Building network maintenance rights and interests
"Product has not moved, trademark first" has always been the trademark protection strategy pursued by ZOOMLION. In order to ensure the implementation of this strategy, in trademark management, ZOOMLION will be divided into two levels, that is, the Department of legal affairs unified management company trademark work, the operating unit for trademark use unit. In 2006, ZOOMLION has a clear risk management company headquarters office is responsible for the management of trademarks and intellectual property rights, intellectual property lawyer and director, responsible for trademark registration, use, transfer, renewal and a series of work, and the supervision and management of the various operating units taking use of standard work. The legal departments of the operating units set up non litigation lawyers, and cooperate with the headquarters intellectual property lawyers to manage the trademark use of the operating unit. Brand management department is responsible for the design and promotion of trademark, the Institute is responsible for research and development of new technology, improve product quality.
In terms of brand protection, ZOOMLION will determine the trademark registration and protection measures according to the overall operation of the company. As in China, the company will carry out the full protection of trademark registration for each application identifier; in foreign countries, take registration and a single national register at the same time the way, starting from the key areas, key categories of registration, step by step to build the company trademark protection network. By the end of 2014, ZOOMLION has registered 684 trademarks such as Zhonglian, ZOOMLION and ZOOMLION in China, and registered 458 trademarks such as Zhonglian, ZOOMLION and ZOOMLION in 126 countries and regions all over the world. In 2015, ZOOMLION designed and constructed a global trademark protection system based on the company's new enterprise visual identity system, which provided a guarantee for the internationalization of ZOOMLION, and the trademark value of ZOOMLION has been continuously improved. In 2007, the trademark was identified by the State Administration of industry and commerce as a well known trademark; in 2008, the ZOOMLION trademark was recognized as a well known trademark by the people's court in the process of judicial protection. From 2007 to 2013, 10 trademarks, such as Zhonglian, ZOOMLION and ZOOMLION, were identified as famous trademarks in Hunan province.
In view of the situation that other domestic market owners apply for registration in the same category and the same or similar trademarks in the same text, ZOOMLION arranged for dynamic monitoring, and actively raised objections to the application, to stop its registration. By the end of 2014, the company had filed an objection to the 170 domestic trademarks and applied for arbitration, which effectively safeguarded the trademark rights of the company. Internationally, since 2007, ZOOMLION has found that ZOOMLION English trademarks have been registered by others in Mexico, Ukraine, Chile, Argentina, Syria and Indonesia. Through full communication with the intellectual property agency, the company developed the strategy of improving the overseas trademark rights, using its own market advantage and brand advantage, with the help of business negotiation, administrative revocation, litigation and other means to spend 4 years, successfully recaptured in these 6 countries were robbed of all the ZOOMLION trademark note.
