Can an event theme be protected by intellectual property rights? Yes. Recently, it was reported that outdoor brand CAMEL Camel has applied for intellectual property protection for the joint store event theme launching on Taobao in April — “Global Adventure, Take On the World” — along with slogans such as “With Camel, Go Further.”
“Take On the World, Camel’s Fierce” has been fully adopted as the brand slogan by CAMEL Camel
CAMEL Camel seeks IP protection to enhance brand strength
CAMEL Camel explained that the refinement of the slogans “Global Adventure, Take On the World” and related taglines is unique. The reason for seeking intellectual property protection lies in the distinctive brand spirit they convey and their immeasurable role in elevating the brand image.
Dating back to the beginning of this year, when CAMEL Camel invited Han Han to be its spokesperson and launched the new slogan “Take On the World, Camel’s Fierce,” it sparked a “sentence creation” craze on Sina Weibo. At that time, public relations expert Chen Xiangyang praised it as “truly brilliant.” The slogan successfully conveyed a bold, heroic fierceness, which netizens highly commended as “very manly,” closely aligning with the brand positioning CAMEL Camel has always pursued. Spokesperson Han Han also expressed great fondness for the slogan: “It communicates individuality and the courage to challenge.” Han Han personally wrote copy for CAMEL Camel: “Ten years of effort and perseverance have finally borne fruit. With Camel, go further.”
It is reported that on April 15, CAMEL Camel will launch the “Camel Global Adventure Journey” on the Taobao platform under the theme “Global Adventure, Take On the World.” Outdoor travel and adventure enthusiasts can participate in the event to explore the sights of the seven continents, receive Han Han’s autographed new book *The Life I Understand*, and even stand a chance to win a free overseas trip.
Applications Require Originality and Take About 30 Days
Applications Require Originality and Take About 30 Days
According to officials from the Guangdong Provincial Copyright Bureau, similar themes or slogans can be registered for copyright (as literary works), but they must possess originality. Generally, applications for copyright registration are submitted to the provincial copyright bureau or the China Copyright Protection Center, with a processing time of about 30 days.
Reflecting on this new marketing move by outdoor brand CAMEL Camel, renowned domestic marketing expert Su Musan believes it holds significant reference value for the industry. “Strengthening intellectual property protection is key to fostering a healthy brand development environment and ensuring that investments yield proportional returns. This is especially true for well-known brands.”