Trademark design is of great significance, and a good trademark design can lay the foundation for the success of trademark strategy. Trademark design should be simple and easy to remember on the basis of legality, visibility and distinctiveness.

1) Trademark design should reflect the cultural image and connotation of the enterprise. Trademark should give corporate culture, its vitality can be strong, and it can also become the soul and core of enterprises and products. The graphic trademark of Tasly Group, a Chinese medicine enterprise, is an organic combination of Chinese characters "Tian", "Ren" and the English letter "A", which contains the meaning of "Heaven has its own man, there is heaven outside man, harmony between man and nature, and sustainable development". The triangle in the figure is a stable shape in geometry, which shows the stable management style of Tasly Group. It can be seen that the design of modern medical trademark logo needs to start from the image of the enterprise itself and reflect the spiritual concept of the enterprise.

2) The trademark design should be beautiful. In the eyes of consumers in China, traditional Chinese medicine culture is full of antique traditional aesthetic feeling and a little mysterious and hazy feeling. Therefore, the design of trademarks should have aesthetic feeling and conform to the height and temperament of the brand. In the process of building the brand of traditional Chinese medicine aromatherapy, the' Jianxiangtang' of Zhongshan Zhongnan Candle Industry Co., Ltd. first redesigned its trademark. The previous trademark was composed of two rough elements: medicine pot and herbal medicine. The new logo "Jianxiangtang", represented by China's classical calligraphy, is simple and beautiful, combining rigidity with softness. With black as the main color, the small red seal in the lower right corner can be described as the finishing touch, revealing a liveliness in steadiness. Only this aesthetic trademark design can please the psychology of the target consumers and produce affinity.

2 trademark publicity

The function of advertising is powerful. In modern society, 30% of product value comes from production, and 70% comes from brand and marketing. Therefore, enterprises should pay attention to advertising when implementing trademark strategy.

1) Advertisements should be creative. Remember, advertising has no creative bombing. Presumably, the advertising word "giving away melatonin" should be a household name, and everyone knows it. This kind of almost straightforward advertising language, coupled with repetition at no cost, will make everyone remember melatonin, but it will inevitably produce disgust and disgust. Therefore, to avoid vulgarity, trademark publicity should be combined with corporate image and corporate culture, highlighting the cultural temperament of products and meeting the spiritual needs of consumers. Only creative advertising can make consumers remember products and have a sense of identity with enterprises. However, advertising should not overemphasize creativity and ignore the distinctiveness of trademarks, otherwise it will be a waste of time.

2) Advertising methods should be diversified. In order to diversify the ways of trademark promotion, it is necessary to broaden the propaganda media and achieve all-round penetration of consumers. We can use newspapers, radio, television, internet, promotional films, outdoor three-dimensional advertisements and so on. In addition, trademark publicity should be sustainable. In the era of information explosion, only sustainable development can impress consumers and not be forgotten A Chinese medicine enterprise has such a successful case: at the beginning of the publication of Long Mu Zhuanggu Granule of Wuhan Jianmin Pharmaceutical Group, through increasing advertising investment, the annual publicity cost reached tens of millions of yuan, and the annual advertising in CCTV never stopped. After the Zhongjing brand was founded, Henan Wanxi Pharmaceutical Co., Ltd. vigorously promoted it, and established Zhongjing Guang Zhi Culture Communication Company in Beijing, with an annual investment of about 50 million yuan, and continuously and deeply promoted Zhongjing series products in mainstream media such as CCTV and People's Daily and 3 1 major media in provinces and cities, which expanded consumers' cognitive ability of Zhongjing brand.

3) Pay attention to the publicity effect of public welfare activities. Although public welfare activities can not bring direct economic profits to enterprises, they can comprehensively enhance the public image of enterprises, gain the recognition and love of consumers, and indirectly promote the sales of products. After the Wenchuan earthquake in 2008, Wang Laoji, a private enterprise in China, donated 654.38 billion yuan to the disaster area. This move won the love and respect of Chinese people, and the popularity and reputation of Wang Laoji brand increased greatly. For a time, the slogan "Drink Wang Laoji" was well known to women and children, and the sales of Wang Laoji surged all over the country.