Every collection or design of Hermes cost them a lot of time, money and human resource.
To protect them, Hermes is willing to pay a lot of money to protect their own intangible assets
which are their intellectual property rights such as brand name, trademark, logo and patent. In 2011,
“the shapes of the Kelly and Birkin bags have been registered as three-dimensional trademarks in
France and in other countries” (hermes.com, 2011). Cannot use Hermes name in Chinese is a good
lesson for Hermes. From now to so on, they will be more careful with this sensitive area and be
ready to purchase their name in different languages in order expand their distribution all over the
world.
Every collection or design of Hermes cost them a lot of time, money and human resource.To protect them, Hermes is willing to pay a lot of money to protect their own intangible assetswhich are their intellectual property rights such as brand name, trademark, logo and patent. In 2011,“the shapes of the Kelly and Birkin bags have been registered as three-dimensional trademarks inFrance and in other countries” (hermes.com, 2011). Cannot use Hermes name in Chinese is a goodlesson for Hermes. From now to so on, they will be more careful with this sensitive area and beready to purchase their name in different languages in order expand their distribution all over theworld.
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