Enterprises develop well-known trademarks
In today's economic globalization, the market guidance, quality influence and trademark depth of well-known brands have increasingly become the huge capital for their owners to explore and occupy the international market, which has been proved by the practice of China's reform and opening up. Opportunities and challenges coexist today, the development of enterprise well-known trademarks has been mentioned on the agenda.
With the increasingly fierce competition in the world market today, well-known trademarks play an increasingly important role. For consumers, well-known trademarks mean good quality and high corporate reputation; For the owner of a well-known trademark, a well-known trademark is a valuable asset, which means a wide market share and extraordinary entrepreneurial ability.
The term "well-known trademark" first appeared in the Paris Convention for the Protection of Industrial Rights signed in 1883. Article 6 bis of the Convention provides that any State Party to the Convention, where permitted by its national law, shall be obliged to protect a mark which, in the opinion of the competent authorities of another State Party, has become well known.
Well-known trademark refers to a trademark that is well known to the relevant public, enjoys a high reputation in the eyes of consumers, and is highly competitive in the market. Well-known trademarks have the following three main characteristics:
It is well known to the public within a larger administrative area. This larger administrative area should be at least on a national scale. World famous trademarks generally have a wide range of influence in many countries in the world.
2, with high visibility. The high visibility of well-known trademarks is mainly based on the high quality and perfect service of its designated goods, and the high reputation that has been formed in the minds of consumers for a long time.
3, with strong competitiveness. The strength of competitiveness can be measured according to the market share of its specified goods. The market share of the designated goods of the general trademark is much lower than that of the designated goods of the well-known trademark.
With the continuous development of China's socialist market economy, trademark, the product of commodity economy, has been paid more and more attention by people. It not only plays a role in distinguishing the source of commodities, but also has become an important means for enterprises to establish an image and seek development for survival. The number of well-known trademarks is a measure of the degree of economic development of a country, a region, who has a well-known trademark means who has a rolling fortune. Under the severe situation of the increasingly fierce competition in the international market, the development of well-known trademarks is the core content of the enterprise development strategy, and it is also an important means of commercial war between countries. How to make full use of the existing domestic system and international practice to establish and develop our well-known trademarks should be an urgent task for our business community. Enterprises developing well-known trademarks should start from the following aspects:
(1) A correct understanding of the value of well-known trademarks is the key to the development of well-known trademarks.
To develop well-known trademarks, enterprises should first recognize the real value of well-known trademarks. Well-known trademark is a kind of intangible wealth, who has a well-known trademark, who is equal to master the golden touch. In 1996 "Marlboro"
Worth $44.614 billion; "Coca-Cola" is worth $43.427 billion; "McDonald's" is worth 189.2
A billion dollars. When it comes to the value of the world's well-known trademarks, these almost astronomical prices are staggering, but also make people deeply feel that the well-known trademark is not only money, it is an inexhaustible Treasury. Well-known trademark is not only a kind of intellectual achievement, but also a symbol of corporate culture, it is the representative of the glorious image of the enterprise. Practice has proved that the higher the popularity of the trademark, the higher its gold content, well-known trademarks can not only double the price of the specified goods, but also benefit other products of the enterprise, improve the enterprise's comprehensive management level and external attractiveness, and then double the overall value of the enterprise. Only when enterprises truly realize the value of well-known trademarks can they better invest human, material and financial resources into the development of well-known trademarks.
(2) Human resources are the cornerstone of the development of well-known trademarks.
All the competition in the market can be attributed to the competition of talents, and the competition between well-known trademarks is even more so. Well-known trademarks are not produced out of thin air, and behind each well-known trademark there is a group of super-first-class talents. In this talent group, including not only excellent entrepreneurs, but also those who have special expertise in product production, sales, management, public relations and other outstanding talents. In order to create famous brands and develop well-known trademarks, enterprises need to have a high-quality workforce. How to build and train such a high-quality team? First of all, we should respect talents, which can play a multiplier role in the development of well-known trademarks; Secondly, it is necessary to train employees, which is a feasible and effective way to maintain and enhance the vitality of the organization; Finally, to motivate employees, it is necessary to create conditions to meet the various needs of employees, stimulate the work motivation of employees, and make them produce specific behaviors to achieve organizational goals. Enterprises to develop well-known trademarks must be people-oriented, the world's biggest competition is talent competition, who has talent, who has the future. Therefore, striving to achieve "career first" is not only the foundation of the development of well-known trademarks, but also the foundation of the success of enterprises.
(3) The development of well-known trademarks should be closely combined with product innovation.
The enduring popularity of well-known trademarks is closely related to its product innovation. With the improvement of people's living standards, the demand of the market shows a trend of diversification and the pursuit of high-quality products. The popularity of the trademark is based on the quality of the product, in the process of opening up the market, through consumers on the quality of similar products of different trademarks for a long comparison, screening to get. Therefore, enterprises can not be complacent, conformist, but should think ahead in the change, development, innovation. New product development and technological innovation are the key to the survival and development of enterprises, and are also important conditions for creating well-known trademarks. Enterprises should be based on the development of new technologies and new products, and rely on technology to form their own well-known products. In marketing, product has three concepts: core, tangible and additional products. Therefore, enterprises should not only adhere to quality when innovating products, but also innovate in functions, styles, packaging - tangible products, delivery, installation, warranty, after-sales service - additional products. Enterprises to innovate products, expand the trademark reputation, seize the market, seek new economic growth points, to meet the domestic and foreign market challenges is the ultimate goal of enterprises to develop well-known trademarks.
(4) The design of trademarks is an external requirement for the development of well-known trademarks.
To create a first-class well-known trademark, we must pay special attention to choose a good logo as a trademark. A good trademark is a kind of artistic creation, it is often the designer and the selector to spare no effort to design and choose, its clever idea, refined words, strange patterns, will give consumers a great appeal, produce a strong consumption stimulus, so as to remember the trademark. According to the different constituent elements of the trademark, the trademark can be divided into word trademark, graphic trademark, combination trademark, three-dimensional trademark and so on. When designing a trademark, pay attention to the name of the trademark to be catchy, easy to remember and spread. The graphics of the trademark should be simple, eye-catching and easy to remember; Graphic design should have strong characteristics; The graphics should be beautiful, new and exciting. In the design of the combination of trademarks, special attention should be paid to the coordination of text and graphic configuration, and the primary and secondary are clear to prevent the equal. We should be good at the overall arrangement, give play to the characteristics of text and graphics, so that the two organically combine as a whole. Enterprises should also pay attention to the use of three-dimensional trademarks, three-dimensional trademark image, eye-catching, can deepen the impression. For example, the world famous trademark of the influential American "Coca-Cola" is registered as a trademark in the shape of a special bottle containing a specified beverage.
(5) The promotion of well-known trademarks is the means to develop well-known trademarks.
In order to become a well-known trademark, the key is that the "name" should be well known to consumers and have sufficient visibility among consumers. This requires enterprises to carry out a wide range of product brands, comprehensive, and strong publicity. Advertising is highly popular, penetrative and expressive. TV advertisements have a wide range of sound, color, light and picture. Advertising in newspapers can use large pages and eye-catching slogans to expand popularity. Business promotion communication is good, have the effect of incentive and solicitation. For example, in early 1992, Wahaha Group published coupons in newspapers to receive millions of bottles of Wahaha fruit milk, so that Wahaha fruit milk quickly became familiar and accepted by consumers. In addition, you can also adopt public relations strategies to gain the trust of the public, strengthen customer impression, such as sports games, festivals, fund donations and other high-profile public welfare causes to give support, but also can make the company's trademark famous in the world. In addition, enterprises can also expand trademark awareness through the trademark licensing system. The trademark license can rapidly expand the influence of the licensor's registered trademark and create favorable conditions for the creation or extension of the famous brand.
(6) Strengthening the protection of well-known trademarks is to maintain the protection of well-known trademarks.
The development of well-known trademarks is not easy, it needs the efforts of people from all aspects, so the maintenance of well-known trademarks is particularly important. The most important thing to protect the well-known trademark is to use the legal weapon to protect the well-known trademark. The focus of protection is to prevent the illegal use and counterfeiting of well-known trademarks. First of all, enterprises should pay attention to registered trademarks. Although well-known trademarks can obtain some privilege protection even if they are not registered, after registration, their legal protection is greater and less susceptible to infringement. Secondly, we should pay attention to the international registration of trademarks. International registration is conducive to China's goods out of foreign countries, open up the international market, create a world famous brand, while earning more foreign exchange, enhance international competitiveness, improve China's visibility in the world; It is beneficial for Chinese exporters to obtain the exclusive right of trademark in the world, enjoy the protection of international public law and the law of the country of registration, and safeguard the legitimate rights and interests of the trademark owner.
It should also be noted that the development of well-known trademarks should not only start from within the enterprise, but also pay attention to obtaining from the outside. Enterprises can purchase well-known trademarks with compensation to achieve the purpose of raising prestige and improving the social image of enterprises, and can create conditions for enterprises to further develop their own well-known trademarks.
Enterprises are the main body to develop well-known trademarks, but at the same time, they can not be separated from the support and guidance of the government. Government departments should use legal, economic and administrative means to "promote the good and control the bad" and "crack down on fake goods and control the bad"; It is necessary to regulate the market behavior, create a good external environment for enterprises to strive for famous brand products, and establish a fair competition mechanism and evaluation system that meet the market requirements; In addition, the government should also pay attention to the introduction of new technologies, and give incentives to enterprises that actively innovate, encourage enterprises to innovate, and guide enterprises to develop well-known trademarks.
After China's accession to the WTO, the competitors faced by enterprises are not only domestic counterparts but foreign companies with stronger economic strength, and the market they face is not limited to the domestic market, but a broader international market. In the competition of the international market, the trademark of the primary wealth of the enterprise, especially the well-known trademark, will become the "killer" of the enterprise to actively fight. Therefore, enterprises to go to the international market, it is necessary to adhere to the road of trademark brand, the implementation of brand strategy, the creation of their own brand, and constantly expand their own strength, and constantly improve their own adaptability and competitiveness in line with the international economy, based on the name brand, gradually push the product to the international market, drive the continuous development of enterprises.
