| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 91 === Not only brand has the legal right as registered trademark, but also has the asset guarded function. Brand, trademark and patent are the intellectural properties that influence each other and becomes the core assets of the companies. They are also the ultimate weapons of the companies.
The characteristics of Nike brand in the shoe design are concentrated on high technologies. Nike claimed its products cannot help athletes reaching the excellent performance. In Taiwan, consumers consider Nike shoe not only the fashion trend but also the top brand of sneak shoes.
Nike is a very successful brand in the apparel and footwear industry. In 2001, Interbrand billboard ranked Nike as 34th brand in the world and the 1st in footwear industry simutaneously. Nike keeps the most critical design and technological segment in US homelande and moves out all of the manufacturing segment to the low-cost developing countries. This research utilized patent analysis to find out what are the core assets Nike kept in US.
US market is Nike’s major market. Evaluate interaction between trademark and patent, we are trying to discover the secrets behind Nike’s successful technology trend. Correlate patent classification to the goods classification, we systematically analyzed the development between patent and trademark. It will demonstrate the possible direction Nike will go in the funture.
This research used bibliometric method for patent analysis to ascertain the most important technongy and design Nike kept in US. Patent analysis tool functionized innovation and technonlogy concurrently. The brand development study combined with patent information makes the most effective tool for analysis.. Bibliometric analysis of patent included patent numbers, application date, issued date, inventor, assignee, references, patent classification, patent abstract…etc. The three facets of analysis were goods development trend, technology development trend and brand identify.
We concluded that Nike protected its brands through patent and trademark. Design patents played an important role in the company’s development. The successful brand strategy, such as brand speakmen and brand management, would run the danger of imitation. People will follow up its step and take short cut to catch up. We found that patent could provide protective umbrella for brand and keep away the imitators. From this research’s findings, Nike is developing more and more equipment products insteade of traditional sneaker. To promote casual life, the market direction goes to equipment function and convenience. Like its slogan-If your have body, you can althete」.
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