Furthermore, with regard to the assignment of a trademark contributing to the registered capital of a joint venture, an easily overlooked rule is that the assignor and the assignee (the joint venture company) must sign and file a joint application for approval of the transfer with the China National Intellectual Property Administration (CNIPA), and the trademark transfer is only complete when the CNIPA approves it. The signature of the assignment contract is insufficient. As a brand that targets highly energetic persons, adventure lovers, and adrenaline seekers through its TikTok channel - instead of having a hard product and sales approach - Red Bull tries to rather emphasize its connection with such personalities. @redbull try and find a big wave more insane than Nazaré in Portugal, we *dare* you 🌊 #redbull #givesyouwiiings #wave #nazare #surfing #bigwave #portugal #surftok #facts ♬ original sound - Red Bull The application was an attempt to restrain PepsiCo from using the tagline “STIMULATES MIND. ENERGIZES BODY.” in relation to Pepsi’s energy drink “STING”, which according to Red Bull was deceptively similar to their aforesaid trademarked tagline. So, this is the advertisement we're talking about. Wait, don't tell us, you're also feeling like Red Bull literally meant it gives you wings! NO, please. If you're curious about how you can equally get your competitor's social media data just as easily, let me walk you through the steps I took when doing this competitive analysis using Socialinsider.

What is fascinating about Red Bull's video marketing strategy is that although the main video concept remains the same for all platforms used, the brand's content is unique on all three channels. dunnhumby’s customer knowledge capabilities, science and tools, empowered Red Bull to become a partner to the retailer and make customer-centric assortment decisions. This data-driven approach also helped to increase the retailer’s commitment, who agreed to test the recommendations in several stores. The brand puts its audience first - by creating content with which its followers and communities could resonate;

The Red Bull case confirms the principle that the goodwill attached to a trademark cannot be separated from the trademark right, and that, at the end of a licence, no compensation is due to the licensee. You see, there is a very thin line separating clever and notorious. And the same works for marketing as well. A clever deceptive marketing tactic may enable a brand to take off, but in the end, if customers catch it, you won't be spared! Because ultimately, the customer is the only real boss. And as Milton Hershey quotes -- Basically, this was just a very clever bit of branding technique, indicating high Caffeine content. Red Bull states that a 250ml can of its energy drink contains about 80mg of Caffeine, the same amount as contained in a cup of coffee. And being an energy drink, they charged a premium over a cup of coffee.

Thanks to a clever marketing strategy, Red Bull became the leading brand in its industry and gained a tremendous community on all the major social media platforms. Written by Misum Hossain, Founder, & Reshmi Hossain, IP & Commercial Law Specialist, of Lincoln Legal Chambers Both the Beijing High Court (on 25 November 2019) and the SPC on appeal (on 21 December 2020) rejected Red Bull China's arguments and claims. And what better way to look at the numbers than comparing them with those of the competitors’, to gain a deeper understanding of the social landscape, right? Judging by the numbers, it seems that in TikTok's case as well, Red Bull's marketing strategy has the upper hand against Monster Energy's from multiple KPI perspectives, from generating more engagement and plays to a higher following.And what did Red Bull plan to achieve, you ask? See, Red Bull's niche target market is the youth, and the youth wants mystery and vigour in all endeavours. Therefore, in a bid to entice the youth, they came up with this brilliant ad. As intended, the plane took off and the result... Red Bull became the most consumed energy drink in the world. In both cases, when the trademark licence agreement was terminated, the licensees argued that they should have the right to continue using the trademark, since they had contributed to the value of the business in China throughout the duration of the contract. Despite reports to the contrary, the company has not stopped using "Red Bull gives you wings" as its slogan. Although we did not attend the court proceedings, we feel Mr Benjamin would have said something like this -- " Your honour, I have been drinking Red Bull for over 10 years. It tastes a slight little bitter, but that's okay. I don't have any complaints regarding its taste. But my problem is with the wings' thing. Your honour, after I drink Red Bull, I don't feel like flying. Don't mistake me to be foolish; I am not taking it literally. I just mean that it doesn't make me feel so athletic and energetic. Oh, and if you think that's my problem, then NO. There is a problem with the advertisement itself. Like they advertise that a can of Red Bull contains the same amount of Caffeine as a cup of coffee. But facts state that a 250ml can of Red Bull contains about 80mg of Caffeine which is much less than a smaller 207ml of coffee that contains as much as 150mg of Caffeine. And hence, I think the ad is deceptive and misleading. Thus, the premium paid over a cup of coffee also doesn't make any sense. I ought to be compensated for my expectations and consumption."