First of all, a trademark is a symbol of a product. Its appearance first shows the source of products, conveys the information of new products to consumers, and plays a role in creating consumption, stimulating and guiding demand. Secondly, any trademark represents the inherent quality and standard of the specific product to which it is attached, and to a certain extent shows the quality responsibility that the producer or operator should bear for the product, thus ensuring that consumers can choose and identify the product among competing similar products by virtue of the trademark. ?
Therefore, a trademark is an information resource with the function of creating value. Through the extensive publicity of trademarks, they are well known to consumers, open up markets and bring benefits to enterprises.
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2. Trademark is a concentrated expression of corporate image and reputation. ?
Enterprises show their image and reputation to consumers through the distinctive and novel characteristics of trademarks, deepen consumers' impression of their products, attract consumers' attention, stimulate consumers' desire to buy, and then achieve the ultimate goal of expanding product sales. At the same time, a good brand image can also enhance consumers' loyalty to trademarks and encourage consumers to buy again and again. Therefore, the higher the visibility of the trademark, the better the image and reputation of the enterprise.
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3. Trademark is an intangible asset of an enterprise and an important intellectual property right. ?
Trademark embodies the wisdom and labor of production enterprises and is an important intellectual property right; It is an intangible property and always generates profits. Because the trademark has the renewal function (the trademark is valid for 10 years, and can be renewed upon expiration), it has the value-added function. Therefore, the operators of enterprises must attach importance to this special role of trademarks, try their best to give products a good name, publicize the trademarks of products extensively on the premise of reliable quality, and improve the visibility of product trademarks, so as to promote product sales and consolidate market position. With the improvement of brand awareness, the value and value-added function of trademarks are immeasurable. Therefore, enterprises must be careful not to give up the brand of their products easily, otherwise it may bring many unnecessary losses to enterprises.
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4. Trademark is a sharp weapon for enterprises to participate in market competition. Trademark is the stepping stone for enterprise products to enter the market, and competition is the inherent economic law of market economy. In order to be in an invincible position in the competition and increase and expand the market share, enterprises must adopt various forms of competition, such as price, promotion, trademark, advertisement, marketing promotion and public relations. Modern enterprises often take the form of non-price competition, establish brand awareness through trademark advertising, and make products enter the market smoothly. At the same time, relying on the popularity of trademarks, enterprises will continue to forge ahead, constantly improve product quality, increase added value of products, consolidate existing market share, continuously expand market share, and occupy a favorable position in the competition.
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Method/Step 2
Trademark is not only a significant symbol of goods, but also a powerful tool for enterprise competition. However, the role of trademarks is not limited to this. It can not only indirectly bring economic benefits to enterprises, but also directly bring profits to enterprises. For example, licensing trademarks to other enterprises requires users to pay a certain licensing fee every year. The licensing fees for some well-known trademarks are huge, reaching several million yuan a year. At this time, the trademark is not an intangible asset, but.
The potential intangible value of a trademark. As a kind of intellectual property, registered trademark has great intangible commercial value. Its economic value lies in that its economic value does not mean that a trademark can directly bring economic income to the enterprise immediately after registration. The economic benefit of a trademark is realized by increasing the sales of goods and increasing the passenger flow in the service industry. A catchy, friendly trademark can make the goods or services leave a good feeling and a deep impression on consumers, and make it easier for consumers to choose the goods or services when buying, thus increasing the sales volume of goods and the passenger flow of services. At the same time, as long as the product quality is good, consumers can choose the product again when they buy it next time, which will bring potential customers, long-term economic benefits and lay the foundation for the long-term development of the enterprise. ?
When an enterprise's products are unfamiliar to consumers, unregistered trademarks are not protected by law. Moreover, with the continuous development of enterprises and the continuous improvement of commodity popularity, if trademarks are not registered, they will not only be maliciously registered by other enterprises, but also be counterfeited. Consumers generally don't compare and identify trademarks carefully, and ordinary people don't have such professional knowledge. Therefore, this situation will not only reduce the sales volume of enterprises' goods, but also directly bring economic losses to enterprises. At the same time, because the product quality of counterfeit enterprises is often not as good as their own, consumers will misunderstand their products without knowing the truth, which will have a fatal impact on the development of enterprises. At the same time, once a registered trademark is infringed, it can seek justice for itself through legal means and claim compensation from the infringer. According to the law, if the amount of the claim cannot be determined, the court may order the infringer to compensate for the loss of less than 500,000 yuan. Unregistered trademarks do not have this right. It is not easy for an enterprise to launch a product and get recognition from consumers. It often takes one to several years. If it is not the management and production problems of the enterprise itself, it is only because it does not pay attention to the registration of trademarks, and it is squatted by others, so it is useless. From an economic point of view, it is not worthwhile to apply for registration of a trademark, even if it includes agency fees. Only 1500 yuan, the cost of a product from the beginning of production to entering the market is more than 1000 times that of registration. Therefore, the economic value of registered trademarks is immeasurable for enterprises. Therefore, in today's society, enterprises have a very full understanding of the economic value of trademarks. For example, our country's "Hongtashan" trademark is worth 30 billion, and the United States. The value exceeds 100 billion US dollars, equivalent to nearly RMB 100 billion. Trademark can't have such a high price if it can't bring huge economic benefits to enterprises. Moreover, even if these trademarks have such high prices, few enterprises are willing to transfer their well-known trademarks, because the economic benefits that a registered trademark can bring to enterprises are immeasurable.
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Because trademarks are the concentrated expression of corporate image and reputation, they are more conducive to the extensive advertising of products. Through advertising, consumers know a certain product, but also know the enterprise marked by this product; Through advertising, enterprises also give consumers a promise, and the symbol of this promise is the trademark of the product. When people see a trademark, they can know the quality and function of a product, whether the pre-sale, in-sale and after-sale services of an enterprise are satisfactory, and other additional benefits that a product brings to consumers. Therefore, the higher the visibility of the trademark, the better the image and reputation of the enterprise.