1. Brand refers to the name, logo, design or their combination of products, from which the products or services of an enterprise are marked to distinguish them from those of competitors.
1, product naming should follow the following principles:
Low concise and lively, easy to read and famous;
Accurately reflect the characteristics of enterprises and their products, Lenovo;
● Conform to the legal norms and national customs of the country where the market is located.
2, brand naming should adhere to the principle of three prevention:
● Exclusive vision and special graphics.
● Exclusive hearing, exclusive pronunciation.
● I feel exclusive and have a special meaning.
3, famous brand should have the conditions:
High quality, high characteristics, high popularity, high occupancy rate, high credibility and high added value.
4. A well-known trademark must meet the following eight conditions:
(1) The degree and reputation of the trademark for the public;
(2) Evaluation by domestic and foreign peer experts;
(3) the trademark use area;
(4) the time when the trademark is used;
(5) Continuous service life;
(6) Advertising expenses, coverage and position among peers;
(seven) registered in other countries and regions;
(8) the strength of the trademark owner's consciousness of self-protection.
Second, the brand is transformed into the comprehensive marketing of famous brands.
Product marketing should grasp the key issue of "quality". The establishment, maintenance and sustainability of famous brands depend on consumers' good reputation for product quality.
Total marketing quality includes the following contents:
1. Integrity of quality standardization
2. Suitability of product demand
3. Product quality coordination
4. Product quality competitiveness
5. Dynamic changes in product quality
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