Editor’s note: As the "ace" product of McDonald’s, "Bigmac" (giant Mac) has been popular all over the world. Following McDonald’s "Bigmac" trademark by McDonald’s to revoke it by the EU Intellectual Property Office (EUIPO), there is a recent news that it will file a complaint to the EU Intellectual Property Office, against the revocation of "BigMac" trademark, and strive to keep the trademark right.

This article analyzes this incident and takes a look.

Following McDonald’s "Bigmac" trademark by McDonald’s to revoke it by the EU Intellectual Property Office (EUIPO), there is a recent news that it will file a complaint to the EU Intellectual Property Office, against the revocation of "BigMac" trademark, and strive to keep the trademark right.

As a "ace" product of McDonald’s, "Bigmac" (giant) has been popular all over the world. Since 1998, McDonald’s applied for a large-selling product for its best-selling products for its best-selling products in Europe, including "Bigmac", and "Bigmac" "Grandbigmac". In 2017, Irish chain fast food companies named "Supermac" did not truly use the "Bigmac" trademark in McDonald’s to apply to the EU Intellectual Property Office to revoke McDonald’s trademarks.

A good product is the soul of a company, and the trademark is the passage of the product to the market.

The author believes that as a company, it is important to have awareness of submitting trademark registration applications, but use a good trademark, which is an indispensable part of the product.

The author found that many companies pay great attention to the use of product packaging design, advertising, etc., so that consumers maintain freshness and stimulate consumers’ desires.

However, in a variety of gorgeous and beautiful product packaging, in making sophisticated, beautiful video advertisements, few can see a registered trademark of "" logo.

Some companies choose to place trademarks in an opaque position, and even companies have not marked trademarks at product packaging and advertising. The direct consequence of this practice is that companies are difficult to establish a product or brand image through trademark, and the trademark shape is in vain, even if some products are very popular in the market, their trademarks are still not known. More seriously, the competitors apply to revoke their registered trademarks with unused names to enable companies to be huge. In the "BigMac" trademark case, McDonald’s submitted the company’s website, posters and packaging materials as evidence, but according to the ruling made by the EU Intellectual Property Office, it is impossible to judge whether the consumer is submitted from McDonald’s or how to buy with Its registered trademark products. The anti-legacy is not good to have a dead sheep. Has a registered trademark is just the first step, can standard, reasonable, and a strategically used logos, determines whether the enterprise can obtain trademark protection in subsequent operations. In addition, enterprises should pay attention to the rules of trademark variants. If the use of trademarks is slightly changed, the trademark rights may face the risk of warning and punishment by the administrative department.

Once the continuous use of the changed trademark variant, its original registered trademark may also face the risk of being revoked for 3 years.

(Yan Jun) (Editor: Wang Xiaoyan, Wang Yu) Sharing let more people see the recommended reading.