Trademarks encapsulate a company's reputation as well as the quality of its products or services, serving as significant intangible assets The practice of "trademark climbing" not only severely harms the legitimate rights and interests of brand - owning companies and consumers but also disrupts the order the market economy and undermines the market environment of equitable competition. By referring to historical documents and typical cases, this article explores the significance and necessity of legal protection for trademarks. It is believes that the governments of various countries should expedite the improvement of the pertinent trademark laws to more effectively combat infringements, such as trademark ascending, and to foster the healthy development of the market economy following their research. Meanwhile, consumers, producers, and operators should increase their awareness of intellectual property rights and employ legal methods to protect their legitimate rights and interests in consumption, production, and operation activities.
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