暂不说近期闹得沸沸扬扬的两场商标侵权案即篮球明星迈克尔·乔丹诉讼福建晋江的乔丹体育侵犯姓名权以及深圳唯冠与苹果争夺iPad商标所有权所暴露出来的中国本土企业在商标注册与品牌塑造方面的认知偏差与投机心理。也许是这两个案子均牵扯到中外企业、品牌以及商标方面的较量,因而极易刺激人们的神经,引发民众和媒体的敏感和莫大关注。其实在此之前,中国本土企业之中就在品牌成功开辟市场之后开始了商标归属权的争执,其中最引人瞩目的要数“红罐”与“绿盒”的王老吉商标之争。 Not to mention the recent uproar of two trademark infringement case that basketball star Michael Jordan litigation in Jinjiang, Jordan Jordan Sports infringement of the name and the Shenzhen Proview and Apple compete for trademark ownership of iPad exposed by Chinese enterprises in the trademark registration and brand Shaping Cognitive Deviation and Speculative Psychology. Perhaps these two cases involve the contest between Chinese and foreign enterprises, brands and trademarks, and therefore can easily stimulate people’s nerves and trigger the public’s and media’s sensitive and great concerns. In fact, before that, among the Chinese local enterprises, the dispute over the ownership of the trademark began after the brand successfully opened up the market. Among them, the most notable trademark was Wong Lo Kat trademark “Red Box” and “Green Box” Fight