The development dilemma of time-honored brands

1. Insufficient protection of brand property rights

Trademark, as an important intellectual property, is not only a symbol, but also an enterprise of intangible assets. Every time-honored brand has developed to this day after continuous baptism of years. For time-honored enterprises, corporate value is a key part of a company's development, and brand value cannot be ignored. With the development of the economy, more and more time-honored enterprises have disputes over their trademark use rights.

For example, the "North-South Daoxiang Village Dispute" caused by historical reasons. Both companies are recognized Chinese time-honored enterprises. Su Dao mainly operates in the southern market, while Beidao is deeply involved in the Beijing market, and there is no lawsuit. contradiction. The rise of the Internet economy has broken the original geographical structure of the two companies. The protracted dispute over trademark rights has not only increased the costs of the companies, but also has a negative impact on the long-term stability and healthy development of the companies.

In addition, with the increasing improvement of my country's economic level, countless opportunistic companies want to obtain greater profits. They no longer focus on making products down-to-earth, but choose to pretend to be time-honored brands. This shortcut has led to the production and sale of a large number of counterfeit and shoddy products. The emergence of copycat products has dealt a heavy blow to time-honored brands, causing the image of time-honored brands with excellent quality to fall from the altar.

2. Brand positioning is not clear

Time-honored brands believe more in the traditional virtues of the Chinese nation of honesty and integrity, and because they have been in business for a long time, they are more likely to attract middle-aged and elderly people. However, it is difficult to cater to the needs of young people, the main consumer group with greater purchasing power. It is doomed to be impossible to attract the attention of all consumers with just a single product. Only by understanding the needs of consumers and users who buy products, making accurate brand positioning, and focusing on the advantages of your own products, assigning brand value, and conducting targeted publicity can you achieve twice the result with half the effort.

Many time-honored catering companies, in the process of operation, in order to attract more customers, improve their products and incorporate a variety of dishes into the fusion. However, this hodgepodge-like fusion has nothing to do with consumption. The traditional characteristics of time-honored catering companies in the original impression of consumers are very different, so their operating characteristics and brand positioning have become blurred in the minds of consumers. In addition, the environment of catering enterprises should also highlight the characteristics of time-honored catering enterprises and form distinct characteristics with other catering enterprises. They must have differentiation and clear positioning to achieve long-term development.

3. Lack of brand innovation

Time-honored enterprises have been operating for decades or even hundreds of years and have distinctive characteristics. Almost every time-honored enterprise in my country has a "unique style" that cannot be passed on to others. Managers of many companies believe that this is a valuable asset and a unique innate advantage. As long as they stick to the fundamentals, they can continue to operate for a long time. Therefore, they stubbornly stick to tradition and do not pay attention to product innovation or consumer needs. Failure to pay attention to market changes is extremely detrimental to the development of time-honored brands.

4. It is difficult for brands to break through the geographical pattern

Food is the most important thing for the people. According to the industry classification of the Ministry of Commerce, time-honored enterprises related to food and catering can account for 60%. Our country has a vast territory and abundant resources. With a large population and multiple ethnic groups, different living habits and eating habits, every time-honored brand company has its fans in the birthplace of its establishment. However, in another city or even in another urban area, you may feel unfamiliar with the time-honored brand, do not understand it, and do not understand it. Acceptable, without good publicity and promotion, it will be difficult for consumers in other regions to recognize it. This situation limits the long-term development of time-honored enterprises.