To use your own trademark well is to actually use your legal trademark for goods/services, so that your trademark becomes a well-known trademark brand during use. We must do a good job in marketing and promotion, especially integrated marketing; we must make good use of the Internet and respect the Internet; in terms of advertising and promotion, we must highlight the trademark, brand, characteristics and selling points of our products and services, rather than highlighting the spokesperson. Prevent your own illegal advertising and overdraft your brand reputation; pay attention to word-of-mouth communication of your trademark and brand; focus on selecting your own target groups and directional publicity of your trademark and brand. The third is to maintain your own trademark and brand. Enterprises should pay attention to after-sales service, customer feedback and return visits, respect consumers' feelings, changes in customer needs, etc. Make good use of brand endorsements to enhance your brand with well-known brands. It is best to use different trademarks for different levels of goods and services. However, it is necessary to prevent mutual erosion between trademarks and brands.

The fourth is to do a good job in crisis response for trademarks and brands. The root cause of brand emergencies is defects in brand management. The development of any brand is not smooth sailing. Only by actively responding to the crisis and handling it properly can we resist the invasion of the crisis and consolidate the strength of the brand. When dealing with a brand crisis, we must follow the brand crisis handling rules, express our attitude immediately, face it rather than avoid it, follow the basic principle of "people-oriented", admit mistakes frankly, accept public criticism humbly, and take active rescue or improvement measures. , resolve misunderstandings or hostility, and then establish trusting relationships with consumers and the public.

The fifth is to let trademarks and brands create value. In the early stages of enterprise development, the quality of goods and services and the functions of products and services are used to attract consumers and establish a good image of the trademark brand. When the company's products and services reach a certain market share, that is to say, after the trademark brand has a certain popularity in the market, the trademark brand's role in leading products and services will become more and more prominent, and the brand's popularity and reputation will It will attract more consumers. At the same time, given the loyalty of consumers to trademarks and brands, it will also quickly increase the share of products and services and actively promote the prosperity and development of products and services.

Finally, the establishment of well-known trademarks and brands by enterprises can be divided into "four levels". The first level is to leave a good impression on consumers; the second level is to provide consumers with a good experience; the third level is to give consumers noble psychological satisfaction; the fourth level is to use brand positioning theory to Brands are registered in the minds of consumers. When an enterprise reaches the fourth level in creating a trademark brand, it can truly realize the creation of value by the trademark brand.