The development of our national brands started late, and there are still many problems in brand value, brand competitiveness, and brand management, especially in terms of national brand protection, which is still relatively weak.

1. Problems with China’s national brands

(1) Weak national brand awareness. At present, many industries in China are already number one in the world, but they have few brands of their own. In a sense, China's economy has become a working economy without brands. Some entrepreneurs in our country lack long-term brand strategic awareness. Mainly manifested in the following: some corporate legal representatives have not established brand awareness and just blindly pursue the performance of production and operations; although some companies have brand awareness, they do not place the brand in an important position; some companies lack the motivation to create brands. When encountering technical or financial difficulties, they will have a fear of difficulties, and even consciously or unconsciously give up the pursuit of the brand...

(2) National brands lack awareness of crisis change. National brands must grasp changes in the industry in a timely manner and innovate product technology and core elements in a timely manner in order to win sustainable development in the market. Many national brands in our country have disappeared because they failed to grasp the opportunities brought by new technologies and industrial changes.

(3) The loss of trademark rights of national brands is serious. Many enterprises in our country lack intellectual property awareness, which is detrimental to the protection of trademark rights of national brands. my country's FAW Car was acquired by Volkswagen of Germany, Sichuan Changhong was acquired by Philips of the Netherlands... 90% of China's joint ventures use the trademarks of foreign investors. Many well-known brands at that time, such as Little Nurse, Dabao, Liangmianzhen, Nanfu, etc., were relegated to the "limbo" by foreign companies, and national brands "evaporated" in foreign mergers and acquisitions. What is particularly noteworthy is that foreign capital acquires leading domestic companies and well-known brands, thereby being able to dominate industry technical standards and control the entire industry. Chinese companies acquired by foreign capital lose their dominance and become processing workshops for foreign capital.

2. The Importance of Protecting National Brands

Whether it is Little Nurse acquired by L'Oreal or Robust acquired by Danone, we have seen the pledges made during mergers and acquisitions. None of the promises of developing national brands seem to be coming true in the future. After national brands are merged and acquired, China loses not only a company or a brand, but also the competitiveness and status of Chinese companies in this industry. "What is national is what belongs to the world." This sentence applies to all fields. All products that are world-famous have a deep national imprint. When a brand is deeply imprinted with a certain culture, the influence of the brand will be as highly expandable as the vitality of the culture, thereby achieving industrial renaissance under cultural inheritance, enhancing industry competitiveness, and realizing cultural inheritance. industrial renaissance.

3. Important ways to protect national brands

(1) Strengthen investigations and fully understand the development status of national brands. The industrial and commercial departments should give full play to their trademark functions and the advantages of grassroots organizations, carry out a nationwide investigation of national brands, and establish a special ledger to comprehensively investigate and understand the difficulties and problems existing in the development of national brands.

(2) Strengthen multi-party linkage and comprehensively create an atmosphere that supports the development of national brands. It has been 11 years since my country’s Trademark Law was revised and implemented for the second time in 2001. In the past 11 years, my country's economic and social development has been rapid. While a large number of well-known domestic companies have emerged, well-known international companies have also fully entered China, and market competition has become increasingly fierce. Since the Trademark Law has not been revised for a long time, the existing legal norms are slightly insufficient in protecting Chi, famous trademarks and national brands. This is indeed in line with the current economic and social development status of our country and the encouragement of the development of national brands with independent intellectual property rights. The goals of brands and national enterprises are not consistent. Therefore, it is very necessary to revise the Trademark Law as soon as possible. At the same time, the industrial and commercial departments should strengthen the reporting of the current development status of national brands to the party committee and government, promote the introduction of support policies, and provide more and more comprehensive support and help to national brands in terms of taxes, fees, land and other aspects.

(3) Strengthen publicity and guidance and comprehensively enhance awareness of national brand protection.

Mobilize the power of the national industrial and commercial system to regularly promote and display national brands every year, and continue to create an atmosphere for national brand development. Prevent national brands from being eliminated while being “co-opted” by international capital. Enterprises should have a long-term vision when making joint ventures, should take the road of independent innovation, and insist on cultivating and using their own brands. Put brand awareness at the top of development and progress, establish an intellectual property department, introduce intellectual property professionals, train employees on intellectual property knowledge, and strive to ensure that the national brand does not give up or disappear during the joint venture process.