Hậu quả của việc thương hiệu bị đánh cắp?

Thương hiệu được xây dựng trên cơ sở niềm tin trong lòng của khách hàng, việc xây dựng thương hiệu không phải có được trong ngày một, ngày hai. Nó là cả một quá trình hoạt động và xây dựng lâu dài của hàng hóa. Một thương hiệu được đứng vững trên thị trường chính là ghi nhận thành công của chủ sở hữu nhãn hiệu, người sản xuất và tâm huyết của cả một tập thể.

Đất nước đang đổi mới và hội nhập, thị trường trong nước và nước ngoài đầy rẫy những biến động và cạnh tranh. Các nhà đầu tư nước ngoài luôn thèm khát đầu tư vào thị trường Việt Nam- sôi động và từng bước phát triển. Hàng hóa nhập vào càng nhiều, phong phú, đa dạng về chủng loại, màu sắc, phù hợp với nhu cầu của khách hàng. Điều đó đặt ra một thách thức lớn đối với các Doanh nghiệp Việt Nam khi tiến hành các hoạt động sản xuất kinh doanh. Làm sao để bảo vệ được thương hiệu hàng hóa của mình, chống lại những hành vi cạnh tranh không lành mạnh của cả doanh nghiệp Việt Nam và nước ngoài? Nếu thương hiệu đó bị đánh cắp thì sẽ gây ra hậu quả như thế nào?

Thương hiệu chính là tài sản có giá trị của chủ sở hữu. Việc một thương hiệu bị đánh cắp sẽ gây ra nhiều hậu quả lớn đối với chính chủ sở hữu nhãn hiệu. Đầu tiên, ảnh hưởng đến doanh thu và lợi nhuận hàng hóa mà thương hiệu mang lại. Doanh thu và lợi nhuận ở đây có được là nhờ vào cả quả trình gây dựng, quảng cáo, maketting cho thương hiệu. Nhưng chủ thể khác sử dụng tên nhãn hiệu để kiếm lời, lừa dối khách hàng, làm cho chủ doanh nghiệp bị tổn thất một khoản doanh thu mà đáng ra chủ nhãn hiệu được hưởng.

Việc thương hiệu bị đánh cắp ảnh hưởng đến uy tín, danh tiếng của sản phẩm hàng hóa. Người tiêu dùng thường dùng bằng mắt để nhận biết và phán đoán. Do đó, khó tránh khỏi việc không phân biệt được hàng hóa có nguồn gốc từ thương hiệu họ đã tin tưởng hay không. Trong trường hợp này, chủ thể khác đã lợi dụng uy tín của thương hiệu thực hiện hành vi lừa dối khách hàng. Hoạt động này có thể được diễn ra theo nhiều cách khác nhau với nhiều thủ đoạn tinh vi như: sản xuất hàng giả, hàng nhái, hàng kém chất lượng rồi đính kèm thêm tên thương hiệu đó. Làm cho người tiêu dùng nhầm lẫn và sử dụng các loại hàng hóa không bảo đảm. Uy tín của thương hiệu bị giảm sút.

Do đó, Doanh nghiệp và các chủ thể kinh doanh phải tự mình bảo vệ cho chính hàng hóa của mình bằng cách đăng ký bảo hộ nhãn hiệu tại Cục sở hữu trí tuệ, để xác lập quyền sở hữu công nghiệp đối với nhãn hiệu. Những hành vi “đánh cắp” thương hiệu của các chủ thể khác sẽ bị xử lý theo quy định của pháp luật.

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