Trademark Design Knowledge Collection - Overview of Trade Marks (3)

The ancients said: "It's easy to start a business." In the market competition, enterprises must be prepared to meet the challenges of competitors. More need to prevent illegal activities that damage the image of their products. The name brand cultivated by him should be understood and protected from a strategic point of view.

1. It is necessary to strengthen the awareness of brand name protection.

First of all, it should be registered in time to prevent others from preemptively registering or using the company’s trademark illegally to cause losses. The lessons of Changsha No. 1 Traditional Chinese Medicine Factory are worth learning from. In the 1950s, the factory registered the use of the “Jiuzhitang” trademark, and soon the product was of excellent quality, making the brand a well-known Chinese proprietary medicine brand. However, after the expiry of the registration period, the plant ignored the renewals. This brand was preemptively registered by Japanese companies, and it easily grabbed most of the plant's market. The factory used the original brand and had to use huge amounts of money to purchase the brand right from the Japanese company. This lesson is very painful.

Secondly, a number of registrations should be made to expand the brand protection area. Because brand names represent consumer recognition and represent a vast market and lucrative profits, trademarks, packaging methods, and printed designs of brand-name products often become the main targets of counterfeiters' infringement. For example, the Zhejiang Shengda Group's Jingjing products only registered “Santa” words and sun graphics, and did not pack their packaging styles and Mr. Sha Menghai’s inscription “Zhonghuanjing” and registered them, so many manufacturers used them. Approximate packaging, so that the original vendor's interests are harmed and can not be held responsible for others.

2. To raise awareness of the potential value of brand-name trademarks

How big is the potential value of a brand of a brand? We had no scientific method of estimation before. Therefore, in many occasions, the right to use the original trademark brand was transferred or abandoned at very low prices or prices, causing incalculable losses to the company. In the original Wuxi TV factory has a good reputation "Hongmei" brand. After the joint venture with foreign capital, the plant underestimated the market value of the original brand. Blindly adhering to foreign capital requirements. Change the TV brand to "Eternal". Because the new brand failed to be recognized by consumers and the factory easily gave up the old market of the old brand, the result was that the company was in trouble. It is wrong to give up the original brand and transfer the brand name at a low price. Even if someone is willing to purchase the brand of the company or product at a higher price, we should still be vigilant and take it seriously to prevent it from becoming passive in the transaction of intangible assets. Shanghai "U.S. and Canada" trademarks are well-known brands in China. In order to occupy the domestic market by its reputation, foreign investors set a high price of 12 million yuan and purchased the “Mega Canada” brand, but she put it aside. Instead, they replaced the brand "Lumei Johnson" and publicly promoted this brand as a "US-Canada net" upgrade product. With the help of the old brand's popularity, they quickly seized the market of the original “Mega Canada” brand. Foreign businessmen revealed that this strategy saves foreigners more than 12 million yuan in advertising costs and market development costs. From the above two cases, we can see that domestic market awareness of trademarks and brands is far from enough. To protect brand names, we must raise awareness of the market value of trademarks and brands.

3. To improve the awareness of maintaining the reputation of brand names

Brand names must not only create more maintenance. Constantly improve product quality, improve product pre-sales, sales, after-sales service. It is an important means of maintaining brand names. Qingdao Haier Group Company once had such a story. An unexpected failure occurred in the refrigerator of a certain user. The maintenance department dispatched an employee to the city where the user was located to take the trouble to eliminate the trouble. It took only a few minutes to eliminate the failure. Although the repair crew’s round-trip tickets and travel expenses have already surpassed the price of a refrigerator, Haier’s leaders believe this is worthwhile. Because, this is not only effectively maintained, but also greatly enhances the reputation of the Haier brand. Reputation is value, and it is value that money cannot buy directly. Haier’s approach is worth learning from all brand-name vendors. Maintain brand reputation. Not only must we focus on quality and service, but we must also make resolute struggles against counterfeiting and infringement. Counterfeit and infringing products usually do not have the quality of authentic products. Counterfeit goods have low production costs and poor raw materials. The production process is poor, and the marketing cost is low, so the selling price of counterfeit and inferior products is often lower than the price of genuine products. Some merchants sell off counterfeit goods or even mix fakes and fakes for their own needs and interests. Consumers hate it. Once fake products flood the brand, they lose their luster and lose their markets. In some places, there are even some brand-name companies. This is unclear to them. In order to have a small profit in front of them and to tolerate counterfeit goods, the consequences are selfish. The main reason for Jiangsu's drunk in the national market lies in this. This kind of lesson is not forgotten by all brand-name companies.

V. Trademarks in the brand strategy

The implementation of brand strategy can not be separated from the trademark. This is because designing a good brand helps the market recognize, recognize, and remember the brand, and also helps manufacturers protect their own brand market.

1. Market recognition

Millions of consumers in the market have their own appraisals, likes and dislikes, brand names, brand names, and graphics. All products whose trademark brand is recognized by consumers are easy to open up their sales channels. On the contrary, their sales promotion activities are much more difficult. For example, white elephants symbolize purity and auspiciousness in Southeast Asia. In Western European countries, they are clumsy and slow. If you use a white elephant pattern for the merchandise exported from Western Europe, you may be resentful. Affect sales directly. It is a lesson that Shanghai Battery Factory’s white elephant battery was not working in Western Europe. Regardless of ethnicity, cultural level, different regions, and different parts of the population, the preferences for composition and color are different, and the color “emotion” and symbolic significance are also somewhat different. For example: the same is yellow, in China, India and other Southeast Asian countries. It is a kind of noble color that symbolizes the sun and the earth. Therefore, the royal color of Buddhism is a color that symbolizes death in the Islamic countries. Therefore, we must pay special attention to the selection of trademark colors and packaging colors. In particular, we must pay attention to the color taboos of different countries and nationalities when exporting goods for export.

2. Recognition

Good logo graphics help consumers identify and differentiate brands and find brand names during the purchase process. The basic purpose of designing a trademark is to make it easier for consumers to make choices in similar products. In general, similar products have little difference in the main use value. But its quality (such as taste, color, texture, style, service support system, etc.) is very different. Consumers can feel this difference through use. However, the appearance of similar products is nearly the same. For consumers, how can they differentiate these products and find the products of the manufacturers they love and trust? This requires the use of identification marks such as trademarks, brands, and packaging designs. Now.

If it is a similar product and uses similar packaging and brand names and graphics, it will cause difficulties for consumers to identify and make the manufacturers lose market appeal. When the quality gap in similar products is relatively large, but packaging, trademark design, etc. are close, this "branch" effect is particularly evident. Therefore, savvy manufacturers must give their products a distinctive logo logo that distinguishes them from similar products. Preventing similar and similar graphic identifications brings troublesome sales to their products.

3. memory

Good logo graphics make people unforgettable and help consumers remember the brand's products. At present, consumers are indiscriminately bombarded with advertisements all day long. Therefore, to make consumers interested in their own products, we must consider pleasing consumers from a series of issues such as trademark graphics, packaging, color, and advertising. In a large number of advertising, trademark graphics. Make consumers love at first sight and never forget them.