Section 4 Signs and Trademarks of Commodity Packaging
The signs of goods packaging can be roughly classified according to their functions and uses: sales and packaging signs (including identification signs), transportation and packaging signs (including signage), and eco-labels inspection marks.
A sales package logo (including identification marks)
The sales and packaging mark refers to all the signing, tagging, writing, symbols, graphics, and other descriptions given to the product sales packaging container. It is the main means by which producers and sellers convey product information, express product features, and promote sales of goods. Consumers choose goods, and correctly preserve the guidelines for conservation of goods and scientific consumption.
The basic contents of sales packaging include: product name, trademark, specifications, quantity, composition, origin, use, efficacy, usage, maintenance methods, batch number, grade, commodity standard code, bar code, etc. If the food product is taken as an example, the food name must be a special name that indicates the true nature of the food; the ingredient list, that is, in addition to the single raw food, the label must be marked with an ingredient list, and all ingredients must be added according to the amount (weight (or volume) order from most to least, if special needs foods, such as infant foods, fortified foods, special nutritional foods, etc., must be added according to the requirements of commodity standards; net content and solid weight, that is, must indicate the food in each The net content in the containers is generally indicated by the volume of the liquid food, the weight of the solid food, the weight or volume of the semi-solid or slushy food, and the total net weight of the food when the package is filled with the liquid medium. , must also indicate the weight of food solids, if the same package contains mutually independent and same quality, similar in shape to a few pieces of food, then when indicating the total net weight, it should also indicate the number of goods; factory name, must Identify the exact name, address, and telephone number of any unit that manufactures, packs, wholesales, imports, packages, exports, or sells; Must specify the batch number of the production; date mark and storage guidelines, that must indicate the date of production, shelf life or shelf life, if it is related to the shelf life, it must also indicate the method of storage of the food; in addition to the label on the opening method of packaging, eating Methods, cooking recipes, etc., to help consumers use correctly; quality grades, that is, food grades that have been specified in the commodity standards for quality grade, should be marked according to the requirements of the inspection results in accordance with the requirements of the grade of the commodity; commodity standard code, That is to say, foods that have already been formulated with commodity standards must be marked with their standard codes. In addition to the above requirements, trademarks and bar codes of goods shall be marked on the packaging labels of products that have been approved for registration of trademarks and product barcode labels.
Second, transport packaging signs (including indication signs)
The transport packaging mark is a special mark and description that is printed on the outside of the transport package with simple text or graphics. It is an indispensable auxiliary measure for the transportation, loading, unloading and storage of goods. Transport packaging logos can be divided into collection and delivery signs, packaging and storage logos, and dangerous goods packaging logos.
(I) Shipping Package Receipt and Delivery Symbols
The collection and delivery marks are usually printed on the outer package. The main contents are as follows:
1. Classification mark (code name FL). Use geometric figures and simple text to indicate the specific symbol of the product category.
2. Delivery number (GH). The supply list number for the shipment (export contract number).
3. Article number (HH). The serial number of the goods is used for the entry and exit, registration, and verification of commodity prices.
4. Product Name Specification (PG). The product name or code number indicates the specification, model, size, and color of the single product. 5. Quantity (SL). The quantity of goods contained in the packaging container.
6. Weight (ZL). Package weight (ks), including gross and net weight
7. Production date (CQ). The year, month, and day of production.
8. Manufacturer (CC). The name of the factory that produced the product.
9. Volume (TJ). Package size dimensions X width X height (cm)
11. Delivery unit (FH). Delivery unit (person).
12. Transport number (YH). Shipping order number.
13. Number of shipments (JS). The number of shipments.
Note: Foreign trade export goods should be printed in Chinese and English according to the requirements of foreign customers, and the corresponding signs and additional marks should be printed. The graphic designation of the classification mark, the font, color of the collection and delivery symbol, the English mode of the mark, and the position of the mark, etc., are all specified in the national standard "Shipping Receipt and Delivery Symbol GB6388-86".
(II) Packaging, storage and transportation icons
The logo of packaging, storage, and transportation is based on the ability of different commodities to adapt to the logistics environment, and clearly and concisely figures and texts indicate the matters that should be paid attention to during loading, transport and storage.
(III) Dangerous goods packaging marks
Dangerous goods mainly refer to chemicals or other raw materials that have the effects of burning, explosion, corrosion and poisoning. Their properties are generally very active. Accidents caused by accidental accidents in the process of storage and transportation cause property damage and casualties. . The graphic, size, color and usage of the dangerous goods packaging marks are clearly stipulated in the national standard CBl90-73 "Dangerous Goods Packaging Mark". Different types of dangerous goods should use different signs of dangerous goods. The export of dangerous goods must be marked with the dangerous goods marks specified by the UN Organization for Standardization and the “Dangerous Goods Marks†prescribed by China. $Page break $
Three trademarks
A trademark is a mark of a commodity, and can also be a sign of the quality reputation of a commodity and a manufacturer. It is a bridge between a commodity, a communication relationship between a manufacturer and a consumer, and it is necessary for publicity and beautification of a commodity, and the consumer can recognize a commodity even more. it. Its emergence, existence and development reflect the history and status quo of the state and society in terms of economic life, cultural life and the level of arts and crafts design, and their development trends. A well-designed trademark helps create brand-name products. On the contrary, poorly designed trademarks can affect the sale of goods. If the trademark of an export commodity contradicts the trademark laws and customs of the country or region in which the commodity is sold, it will greatly affect the sale of the commodity.
Modern trademark management began after the European industrial revolution. Since the middle of the 19th century, developed countries in the West have successively enacted trademark laws and regulations. In 1883, some of the world’s major industrialized countries signed the “Paris Convention for the Protection of Industrial Propertyâ€. Since the 20th century, trademark laws and regulations in various industrial countries have been increasingly perfected, which has played a very important role in protecting and promoting the development of commodity economy.
(a) The meaning of the trademark
Trademarks are marks used by commodity producers or operators to distinguish similar goods.
As a mark of a commodity, a mark should have distinctive features and give people a strong sense of marking for recognition and memory. Trademarks are represented by text, graphics, or other combinations.
Trademarks are a specialized legal term. After part of the brand and brand is legally registered with the relevant government departments, it is called a "trademark." Therefore, a trademark is a brand protected by law and the registrant has exclusive rights. The famous trademarks in the international market are often registered in many countries. Because trademarks have value, they are an intangible asset of a company. The exclusive rights of a trademark can be bought and sold at a price. Western economists believe that trademarks refer to “names, terms, symbols, symbols, designs, or a combination of these elements that are used to represent the goods or services of a buyer’s or seller’s collective goods and services.†Trademarks Contains all product identifiers other than the product package, model number, etc. protected by the pattern design method. In summary, trademarks can be used to distinguish the differences in goods and services between sellers or seller groups and their competitors. Trademarks consist of a trade name and a logo. The former refers to the parts of the trade mark that can be pronounced, such as words, words, and numbers; the latter refers to parts that can be identified but cannot be vocalized, such as pictures, designs, colors, and codes. Once a trademark is registered, it is protected by the law, that is, the trademark owner can use his registered trademark without any obstruction to use the designated goods and services and sell it to the whole country. The use of the same or similar trademark without the permission of the trademark owner and the unauthorized use of a registered trademark is an infringement of the owner of the trademark. At this time, the owner of the trademark right may require the infringer to stop the infringement and compensate for the loss. The trademark owner restores his reputation; if he intentionally infringes the trademark right, the relevant department may impose different penalties on the offender depending on the circumstances.
Trademark,
The text, graphics or combination of trademarks cannot be arbitrarily changed upon registration. Violators are punished by law. Because the registered trademark has relative stability. Registered trademarks should be indicated by the R symbol at the nearest place on the trademark. Emphasis should be placed on the registration of the trademark on the commodity decoration. For example, the Coca-Cola Company of the United States placed the word “Sprite†in the center of the decoration of its “Sprite†brand soda to facilitate consumer identification.
(II) Functions and Functions of Trademarks
1 The function of the trademark
The trademark has an identification function, which is the most essential function, and it can distinguish it from other similar goods or different types of goods in numerous commodities. Trademarks have guaranteed quality functions to protect the interests of users, and facilitate the supervision and management of product quality by relevant departments; if problems occur in quality, it is easy to pursue responsibility. Many economically developed countries now stipulate that most products, even fruits and vegetables, must have trademarks. Trademarks have sales promotion functions. In the world of commodities that rely on various media for advertising and promotion, trademarks act as messengers as language symbols. Therefore, trademarks and brand names occupy a very prominent position in the picture of packaging patterns. The layout of the screen, the use of colors, and the choice of fonts are closely related to the subject of trademarks and brand names. Trademarks have a competitive function. Registered trademarks are protected by law and are exclusive, which can protect product features and prevent counterfeiting. Once counterfeiters are found, they can immediately be held accountable for claims. Trademarked products are easily purchased by buyers and sellers, sometimes to bring about the benefits of maintaining prices. Products that protect registered trademarks are not affected by the competition of substitutes. It is easy to introduce new products and bring them to market.
The role of 2 trademarks
The establishment and development of brand names and their dedication to marketing them all over the country and even the world are an important goal that modern entrepreneurs dream of. Therefore, trademarks and brands play a very important role in the management of enterprises and improving the market competitiveness of products. For example, when advertising and signing a sales contract, transaction procedures can be simplified based on trademarks and brands; a stable customer base can be established to attract consumers with brand loyalty, and sales of the company can be kept stable; The goods are easy to be purchased by buyers and sellers, and even repeated purchases, so that the company's benefits continue to increase. With regard to a registered trademark, its exclusive rights can protect fair competition among enterprises and enable the orderly circulation of commodities, which has a very important role in promoting the healthy and steady development of the entire society. After the products produced by the company are registered, the responsibility of the producers is increased. Since buyers purchase according to trademarks and brands, producers must care for and value the reputation of their brands, strengthen quality management, and promote continuous improvement of quality, so that the quality of the entire society's products is generally improved. At the same time, producers are encouraged to continue to innovate in competition. The products on the market are more colorful and change with each passing day to meet the growing material needs of people.
(III) Classification of Trademarks
1 Classified by pictographic
(1). Word mark
This is a trademark consisting of words and numbers. The word mark consists of a single mother tongue or a combination thereof as a trademark, and most of them contain the meaning of a name. This type of word mark is most commonly used.
(2). Symbolic trademark.
This refers to a trademark made up of symbols. From the current point of view, such trademark formation is relatively monolithic and lacks certain