Trademark strategy

Brand is a market concept, which emphasizes the establishment, maintenance and development of the relationship between enterprises (operators) and customers. Trademark is a legal concept, which emphasizes the protection of the legitimate rights and interests of producers and operators. With the help of the legal function of trademarks, the interests generated by brands beyond the value of products themselves can be protected.

Characteristics of enterprise trademark strategy

Trademark strategy refers to the overall design for enterprises to create, develop and protect product brands for long-term survival and development in the unpredictable and highly competitive market.

1, the implementation of trademark strategy is based on product quality assurance.

Trademark has the function of identification, which can distinguish the same product produced and operated by different producers and operators, thus becoming a guide for consumers to choose goods.

2. Stable use of registered trademarks.

The stability of registered trademarks is the premise and foundation of the reputation value of trademarks. Only by protecting the stability of the use of registered trademarks can enterprises gradually improve their position in the hearts of consumers and leave a deep impression on consumers. If you change the words, graphics or combination of trademarks without authorization, or stop using them for three consecutive years, it will also lead to the loss of trademark rights.

3. Trademark strategy has strong marketability.

Woodruff, the "father of Coca-Cola", said: If a fire burns all the materialized assets of Coca-Cola overnight, it will soon come back to life, because with the brand of Coca-Cola, it can borrow money from the bank and regain its vitality. But if the brand of Coca-Cola falls down because of quality or hygiene problems, it will go bankrupt. ?

First, trademark design strategy

As a specific symbol, trademark has actually become a comprehensive and centralized design of corporate culture, personality and association. A good logo is very concise, simple, spiritual, with strong visual impact and visual recognition. After a period of communication, as long as the brand logo appears, it will make people think of the brand itself and even see similar symbols. To choose a good trademark, we should pay attention to the following aspects:

1, legality

Do not use signs that harm the dignity and interests of the country;

Signs that harm the public interest shall not be used.

No exaggeration, no deception.

Shall not conflict with the previous legal rights of others.

2. Importance (identifiability)

You can't use commodity names, signs and graphics commonly used in this industry as trademarks; For example:? Cashmere? Plush? Gold? Pen, etc

Words and graphics related to this commodity cannot be used as trademarks.

Words or graphics representing the quality, main raw materials, functions and uses of goods cannot be used as trademarks; For example:? Magic card? Drugs and chemical reagents

You can't use extremely simple geometric figures and less than two numbers or letters written in ordinary fonts (such as straight lines, curves, standardized triangles or circles, etc.) to form all or the main part of a trademark. )

3, suitable for the characteristics of goods, in line with consumer psychology.

Trademark design should be as consistent as possible with the characteristics and shapes of goods, which can be expressive or metaphorical. According to the characteristics of commodities, skillfully establishing the internal relationship between trademarks and commodities can make consumers think of the performance and characteristics of the commodities it represents as soon as they see trademarks.

4. Consider the national customs when exporting.

Fangfang brand baby powder produced in China has been widely praised by China children's mothers, and everyone agrees that this kind of baby powder has a miraculous effect on newborn babies. However, after this product was exported to Europe, America and other countries, it was widely resisted by local consumers.

The reason is that Fang Fang's English Fang Fang translated into Chinese means fangs of poisonous snakes. How can mothers imagine buying such goods for their children? This can't be said to be a major mistake in the trademark selection of producers.

Western countries generally avoid using black cats as trademarks, thinking that black cats are ominous things;

France prohibits spades as trademarks and considers spades as a symbol of the dead;

Goats and cocks are banned as trademarks in Britain.

Japan prohibits chrysanthemum as a trademark because chrysanthemum is the family emblem of the royal family;

Australia banned broadcasting? Rabbit? As a trademark, because the country is rich in wool, it attaches great importance to pasture breeding, and rabbits eat grass, which was once a local hazard, so Australians are particularly taboo about rabbits;

India and Arab countries, on the other hand, do not use pigs as trademarks, which is considered blasphemous.

Second, the trademark registration strategy

Obtaining trademark ownership is the premise and foundation of enterprise trademark protection. Trademark registration is voluntary. Many enterprises put their products into the market first, and only after the products are known by consumers do they think of applying for trademark registration. But the result is often not registered by others, or the registration fails because it is the same or similar to others, and finally the name can only be changed.

1, trademark registration before use strategy

Before a commodity is put on the market, an enterprise shall apply to the trademark administration department for registration in time, so that its trademark can enter the market? Pass? .

? r？ It means registered.

? TM？ what's up Trademark? The abbreviation of "TM" means that words, graphics or symbols with TM are trademarks, but they are not necessarily registered (unregistered ones are not protected by law).

Timely international registration

The two most important international agreements for the international registration of trademarks are

Paris convention for the protection of industrial property.

Madrid agreement on international trademark registration.

2. Update the trademark in time

The renewal of a registered trademark refers to the procedure that a trademark registrant applies to the Trademark Office for continued use before the expiration of the validity period in order to extend the legal limitation of the registered trademark, and is approved and announced by the Trademark Office to continue to maintain the legal effect of the registered trademark.

Third, the trademark management strategy

According to the situation of commodities and markets, combined with their own business strategies, the use mode of trademarks is determined in a targeted manner.

1, unified trademark strategy

Also known as single brand strategy. It means that different goods of an enterprise adopt the same trademark.

Advantages:

1, saving product promotion costs.

2, is conducive to new products to open up the market.

3. Conducive to the growth of the brand.

You can use the same trademark on all these goods, as long as they are not opposed to each other and there is no doubt that consumers will have bad associations.

Risk:

1, if the goods are divided into high, medium and low grades, it will bring unfavorable factors, and low-grade goods may bring adverse effects to high-grade goods.

2. The failure of new products will damage the project reputation of successful products under the same trademark name.

3, is not conducive to the extension of the brand

2. Multi-brand strategy

It refers to the brand decision-making strategy of enterprises using different brands according to the different interests of each target market.

Advantages:

1. occupies more shelf space and competitors' space.

2. It is beneficial for enterprises to occupy the market and expand the market coverage.

3, with the help of different brands to highlight their own product characteristics, to meet the individual needs of consumers.

4. Better disperse risks and improve the enterprise's ability to resist risks.

5, is conducive to stimulate the vitality of enterprises, improve enterprise efficiency.

6. Get the benefits of brand transformation

7. Reduce the obstacles for enterprises to quit

Risk:

1, it costs a lot to launch a new brand.

2, easy to blur the brand positioning

3. Brands compete with each other.

3, the total trademark and product dual trademark

Also known as primary and secondary trademark strategy. This strategy is that enterprises use two trademarks on a product, one is a general trademark suitable for different types of products, representing the reputation and image of enterprises, and the other is a product trademark specially designed for specific products, representing the special quality and characteristics of goods.

(1) To implement the sub-brand strategy, we must play the main brand well.

When advertising is suitable for communication, we must highlight the main brand, otherwise when promoting new products, we must build consumers' awareness of new products from scratch, which is tantamount to building a brand-new brand.

(2) Subbrands should be consistent with the target market.

Any brand that goes to the market must know its target consumer group. The taste and artistic conception advertised by sub-brands should be closely consistent with the target market, just right. Let consumers know the types of products at a glance.

4. Trademark licensing strategy

Trademark owners use their trademark reputation to sign trademark licensing contracts with others and allow others to use their trademarks.

Disadvantages:

1. If the quality of the licensee's goods can't meet the requirements of the license contract, it will destroy the brand image and make consumers lose trust in the brand goods;

2. The licensee abuses the licensing right, which is easy to harm the interests of the licensor.

pay attention to

1. Both licensors must guarantee the quality of the goods licensed to use the trademark.

2. The licensee must indicate the name or place of origin of the enterprise on the goods licensed to use the registered trademark of others.

3. The license contract must be reported to the local administrative department for industry and commerce for the record, and reported to the Trademark Office of the State Administration for Industry and Commerce for the record.

5. Advertising strategy

An American advertising scientist once said: As long as manufacturers establish the most favorable image and the most distinctive personality of their trademarks through advertising, they will certainly gain the largest market for these goods with the highest profit in the long run. ?

Fourth, trademark protection strategy.

Generally divided into two aspects: prevention and defense.

Prevention, enterprises build a solid defensive position, establish their own trademark protection circle, and avoid being attacked by others' trademarks.

Defense is to take certain measures to protect the interests of enterprises when they are attacked by other people's trademarks.

1, become a well-known trademark.

A well-known trademark refers to a registered trademark that enjoys a high reputation in the market and is well known to the relevant public.

Case1:a > B& gt； c； Brand awareness is greater than reputation, and reputation is greater than loyalty.

Case 2: A = B& gt；; c； Brand awareness is equal to reputation and greater than loyalty.

Situation 3: A=B=C B = C Brand awareness equals reputation equals loyalty.

When the enterprise has a group of loyal customers, the brand will enter the state of situation three, which shows that the brand is in the mature and ideal stage.

2. Defensive trademark strategy

The owner of the same trademark registers his well-known trademark on different kinds of goods to prevent others from registering the trademark on these goods.

Once a defensive trademark is registered, it will not be revoked by the State Trademark Office because it is idle.

For example, well-known beverage brands? Coca cola? All products have been registered, but the actual use is mainly in beverages, and other registrations are protective. Where's the beverage label? Coca cola? For the original trademark, other goods? Coca cola? This trademark is a defensive trademark.

Pay attention to this question:

When others use the trademark, consumers may be confused about the source of the goods, that is, when the goods marked with the trademark by fraudulent users appear in the market, people will mistakenly think that they are used by the trademark owner, or think that there is some business or organizational relationship between the fraudulent users and the trademark owner, such as the relationship between recognition and non-recognition; This situation often occurs in franchising.

3. Joint trademark

It means that the trademark owner registers several similar trademarks on the same commodity, or several identical or similar trademarks on different commodities of the same category. These mutually similar trademarks are called joint trademarks.

Protect its main trademarks from being imitated or partially copied by others.

4. Strategies to prevent trademark dilution

Trademark dilution refers to diluting or gradually weakening the ability of consumers or the public to associate trademarks with specific commercial sources.

5. Market monitoring strategy

By entrusting a professional trademark agency to monitor the domestic and foreign markets in real time and collect infringement information in time, we can deal with the measures of cybersquatting in time.

Verb (abbreviation of verb) trademark investment and financing strategy

Investment: the act of investing money or capital to bring in extra income or profits.

Financing is the behavior and process of raising funds for enterprises.

1, brand acquisition

It means that an enterprise obtains the brand ownership of another enterprise, has the right to use brand assets, and is responsible for shaping, managing and maintaining the brand, and finally realizes the purpose of enhancing brand value.

(1) Strong brands merge with strong brands

In 2003, Procter & Gamble bought clairol, a shampoo and hair care brand, from Bristol-Myers Squibb in China for $5 billion.

Recently, it is brewing to acquire Frederic Fekkai brand for $400 million.

(2) Strong brands merge with weak brands.

(3) The merger of weak brands and strong brands.

On February 8, 2004, Lenovo Group acquired IBM's global PC business, including desktop business and notebook business, for US$ 6543.8+25 million. Lenovo also took on $500 million in debt for IBM's PC system, so the total purchase price was 65.438+75 billion.

What kind of brand is suitable for enterprise acquisition?

Study whether brand acquisition is in line with enterprise development strategy.

Is there any significance in the management history of the acquired brand? Bad record?

Fully evaluate the brand assets to be acquired.

We should properly grasp the best opportunity for brand acquisition.

Fully study the life cycle of the brand to be acquired.

Fully study the relationship between the brand to be acquired and the business orientation of the enterprise.

It is necessary to fully study the compatibility of brand culture to be acquired.

Fully consider the brand management ability of enterprises after acquiring brands.

We should fully consider the business risks brought by brand acquisition to enterprises.

2, the strategy of buying trademarks

Haiyan Zheng Biao Electric Appliance Factory is a manufacturer of Yuba. The new products developed by the company are mature and ready to enter the market, but it suffers from no trademark to clear its name. The person in charge said:? It is not easy to apply for a good trademark now. I tried to apply for several registered trademarks before, but they were all rejected. Now that we are eager to use the trademark, we think of it? Activate? Other people's idle trademarks to open up the market. ?

3. Trademark transfer

4. Brand alliance

Brand alliance is to integrate two or more independent brands to support a new product, service and investment.

Brand alliance is a good way to complement each other's advantages. In fact, it is the mutual guarantee of brand reputation, and it can also be regarded as the replacement of the market of two brands.

When enterprises analyze the competitive environment and evaluate their own competitiveness and resources, they often find that there is a strategic gap between the strategic performance goals they want to achieve and the goals they can achieve by relying on their own resources and capabilities in the competitive environment, which restricts enterprises from taking the road of self-development by relying on their own resources and capabilities to a certain extent and objectively requires enterprises to take the road of strategic alliance. The greater the strategic gap between enterprises, the greater the motivation to participate in strategic alliances.

Moreover, enterprises can establish vertical or horizontal strategic alliances in several markets with relatively little investment.

5. Trademark pledge loan

1In May 1997, the State Administration for Industry and Commerce formulated the Measures for the Registration of the Pledge of the Exclusive Right to Use Trademarks, which enabled the pledge of trademark loans to be realized. However, there has been no unified operation flow and implementation method in the banking industry.

It is the traditional mode of bank loan to obtain loans with real estate and other real estate as collateral or equity as pledge.

6. Brand strategy

Original Equipmen Manufacture refers to the production of products and their accessories by one manufacturer according to the requirements of another manufacturer, also known as OEM or authorized OEM. It can represent outsourcing or subcontracting. Commonly known as generation processing.

What kind of trademark and patent strategy the company should adopt should be formulated according to the nature of the products it operates, the industry situation, the market positioning and the overall brand marketing strategy of the company. )