Brand operators strive to create high-profile brands, but they fail to achieve success. The higher the brand's popularity, the more counterfeiters there are, and the greater the possibility of technology theft. Brands fight for competition, and brands It is becoming more common for brands to fight each other and lose both sides. Therefore, brand operators must pay attention to self-protection in order to make the brand grow healthily.
Let consumers identify brands
Nowadays, counterfeit goods are everywhere and are becoming more and more widespread. Various counterfeit brands have mushroomed like mushrooms after a spring rain, which has already affected various enterprises. Brands have suffered a huge blow. Corporate brand operators cannot completely rely on the government to provide protection, nor can they wait and see how consumers wake up. Instead, they should take the initiative, do preventive work, and do their best to protect their own brands.
(1) Actively develop and apply professional anti-counterfeiting technology
Some brands and packaging have low technical content, making it easy for counterfeiters to counterfeit. This is why some brands of counterfeit and shoddy products have been repeatedly banned. is an important reason, so high-tech anti-counterfeiting technology must be used to effectively protect corporate brands.
1. The concept, classification and technology types of anti-counterfeiting technology
The so-called anti-counterfeiting technology refers to technical measures or means that can increase the difficulty of processing and reduce the degree of manufacturing simulation.
Anti-counterfeiting technology can be classified from different perspectives. The first is functionally divided into authenticity-preserving anti-counterfeiting and counterfeit-identifying anti-counterfeiting, which is what people usually call active anti-counterfeiting and passive anti-counterfeiting; the second is classified from the application field, which is divided into product anti-counterfeiting, logo anti-counterfeiting and information anti-counterfeiting; the third is anti-counterfeiting technology The scope of use and identification can be divided into three types: public anti-counterfeiting (exposed defense), professional anti-counterfeiting (hidden defense), and special anti-counterfeiting.
The main types of anti-counterfeiting technology: First, physical anti-counterfeiting technology, which is anti-counterfeiting technology established by applying structure, light, heat, electricity, magnetism, sound and computer-aided identification systems in physics. The second is chemical anti-counterfeiting technology, which means adding substances that can cause chemical reactions under certain conditions into anti-counterfeiting labels. The third is biological anti-counterfeiting technology, which refers to anti-counterfeiting measures that utilize the inherent specificity and signature of organisms themselves. The fourth is multidisciplinary anti-counterfeiting technology, which means the comprehensive use of two or more disciplinary methods to prevent counterfeiting. The fifth is comprehensive anti-counterfeiting technology for trademark anti-counterfeiting.
2. Effective ways for enterprises to develop and apply anti-counterfeiting technology
1) Enterprises can independently develop and apply anti-counterfeiting technology.
2) Enterprises cooperate with specialized anti-counterfeiting technology departments to develop and apply anti-counterfeiting technology.
3) Enterprises directly order developed anti-counterfeiting technology products from anti-counterfeiting professional departments.
No matter which anti-counterfeiting method is effective, it can be used, or a combination of modern high-tech anti-counterfeiting technology is an important means to effectively protect the brand, which requires corporate brand operators to be able to A clear understanding, maintaining a high degree of vigilance, and comprehensive use of a variety of high-tech and cutting-edge technologies make it difficult for ordinary people to imitate. For example, Wahaha pure water uses a variety of anti-counterfeiting technologies such as electronic printing, laser anti-counterfeiting, and pattern darkening. In fact, almost all well-known brands in the world have adopted various anti-counterfeiting marks, which has played a certain role in protecting the brand itself. effect.
However, having anti-counterfeiting technology is not a panacea. Don’t forget, as long as there are police in this world, there will be thieves. If the police are more skilled, thieves will often become highly intelligent criminals. There are anti-counterfeiting technologies, as well as anti-anti-counterfeiting technologies and counterfeiting technologies. In my country's product market, the application of anti-counterfeiting technology is relatively chaotic. Enterprises specializing in anti-counterfeiting technology are mixed, and their management is out of control. As a result, this industry that should be strictly confidential has lost control. Many anti-counterfeiting products have fallen into the trap of anti-counterfeiting - counterfeiting - and then anti-counterfeiting. ——The vicious cycle of counterfeiting forces some companies to frequently change anti-counterfeiting signs, making it difficult for consumers to identify and at a loss as to what to do, and it is also difficult for supervisory authorities to supervise. Therefore, it is necessary to continuously strengthen the supervision and management of the application of anti-counterfeiting technology, so that it can truly become a powerful weapon to prevent counterfeiting and protect famous and high-quality products. Even so, anti-counterfeiting is not enough. Enterprises should also actively fight against counterfeiting and combine anti-counterfeiting with anti-counterfeiting.
(2) Use legal weapons to participate in the crackdown
1. Raise awareness and combat counterfeiting. Counterfeiting, as a social hazard, will exist for a long time. It is impossible for counterfeiters to withdraw from the market as soon as you talk about cracking down on counterfeiting. You must know that cracking down on counterfeiting is definitely a long-term and protracted battle. Our business operators We must be mentally prepared for long-term battles.
2. Invest more manpower and material resources to fight against counterfeiting. Fighting against counterfeiting will cost manpower, material and financial resources. Hongtashan cigarettes produced by Yuxi Cigarette Factory in Yunnan are known as China's "Marlboro" and are very popular among consumers. However, counterfeit "Hongtashan" cigarettes have been found in all parts of the country except Tibet and Xinjiang. From January to November 1992 alone, the factory spent as much as 5 million yuan on combating counterfeiting. The "Taiyang" brand crispy rice produced by Xi'an Sun Food Group Co., Ltd. was once sold well all over the country. In 1990, the output value of Guoba reached 185 million yuan, with profits and taxes of 30 million yuan. With the emergence of a large number of counterfeit "Sun" brand rice crackers, the market for authentic "Sun" brand rice crackers has been severely impacted, with monthly sales plummeting from 3,000 tons to 300 tons per month. The company spent nearly 6 million yuan on updating its anti-counterfeiting technology four times in two years. Therefore, cracking down on counterfeiting requires a large amount of capital investment.
3. Establish an anti-counterfeiting office to carry out anti-counterfeiting activities in an organized manner. Counterfeiting has always been a cancer, penetrating every corner of the market. If there are no certain institutions and specialized personnel responsible for combating counterfeiting, the effect will definitely be greatly reduced. In view of this, many well-known enterprises in my country have learned from the experience and lessons of being counterfeited, established special anti-counterfeiting agencies, equipped with full-time anti-counterfeiting personnel, actively participated in the anti-counterfeiting, and achieved remarkable results. In order to safeguard the company's trademark rights and reputation and protect its brand-name products, Hangzhou Wahaha Group Company established an anti-counterfeiting office in May 1993, which actively cooperated with government law enforcement agencies in their anti-counterfeiting work and recovered a direct economic loss of 3.2 million yuan for the company. In order to effectively carry out anti-counterfeiting and anti-counterfeiting work, Guangdong Jianlibao Group Co., Ltd. has set up a counterfeit products inspection office. The deputy manager of the company also serves as the director of the office, and there are also 5 full-time personnel to effectively combat the illegal activities of counterfeiting Jianlibao.
Enterprises must strengthen the management of well-known brand trademarks, formulate special trademark management systems, and incorporate trademark management into comprehensive quality management. The use of trademarks, the printing of logos, the entry and exit of warehouses, and the destruction of obsolete logos must be strictly managed. In order to strengthen the trademark management within the enterprise, the enterprise should establish scientific and complete trademark files, set up a specialized trademark management agency, and equip managers with familiarity with trademark knowledge and trademark regulations to make them the defenders of the brand.
In addition, it can also popularize brand product knowledge to consumers so that consumers can understand authentic brand products; and form alliances with consumers to assist relevant departments in cracking down on counterfeiting, thereby forming a strong social supervision and protection system. Today's world is a world of information. Whoever has the information has the initiative. The words of the American writer Peter Schfont, "Information technology is the key to today's economic competition and global development. Whoever can master it will win in the competition." This can illustrate the problem. It can even be said that information is more important than assets. Something more important. In peacetime, economic intelligence has become the main target of commercial espionage. Reality requires brand operators to establish an information concept, conduct high-level organization, and protect the secrets of their brands to prevent loss.
(1) Have a sense of confidentiality
In today's society, various spy techniques are superb and information means are developed, making it difficult to keep brand secrets. If you are not careful, it will cause damage to the brand. An immeasurable loss.
Sometimes important information is stolen due to unintentional behavior without awareness of confidentiality. In the late 1980s, our country successfully launched a multi-bomb rocket, which caused great repercussions internationally. Foreign intelligence agencies have assigned intelligence personnel to collect relevant information. When they were at a loss, an engineer in our country wrote an article in a major national newspaper, introducing the launch situations in detail. The intelligence spies were overjoyed and obtained the relevant information without any effort.
Contrary to the above situation, the formula of Rising Sun Ice Tea has been preserved exceptionally well. Hebei Rising Sun Group has jumped from a small rural enterprise to a leader in Chinese tea beverages. The secret is its Rising Sun Tea. The beverage range takes a different approach. In compliance with the age limit of the patent law, the company did not apply for a product patent. Instead, all employees only knew part of the process, the formula was locked in the company's vault, and the key was shared between two people, so that the brand formula could be preserved. It is precisely because of this that the Rising Sun series tea beverages have suddenly emerged in the Chinese beverage industry and become the star of tea beverage companies.
(2) Refusal of technical visits and inspections
Surveys show that in the world, about 40% of the contents of every new technology and new invention are obtained through various It is obtained through intelligence means, and many economic spies steal intelligence under the guise of visits. Therefore, brand operators must refuse technical visits and inspections.
For visits that cannot be declined, companies usually need to use dedicated personnel to accompany them and monitor them to prevent the leakage of technical secrets. Once, a group of Japanese guests visited a famous French photographic equipment factory. While looking at a new developing solution, a guest leaned close to the container holding the solution. The shrewd escort discovered that the Japanese man's long tie had been stained with the solution, and immediately gave instructions to a waiter. When the Japanese man walked out of the laboratory door, the waiter immediately walked up to him and said: "Sir, your The tie is dirty, please get a new one." Then he handed over a brand new tie, preserving the new development formula.
(3) Beware of domestic thieves
As the saying goes, "It is easy to hide from open guns, but difficult to guard against hidden arrows." Brand confidentiality is often caused by family members. Domestic thieves can be divided into two types: one is undercover sent by competitors, and the other is a technician who was originally a technician of the company and jumped to a competitor for better pay. In both cases, access to brand secrets must be strictly limited. With the development of the economy and the prosperity of the market, competition among brands has become increasingly fierce. In 1992, there was the Central Plains War in our country. In 1993, it became a mineral pot war. In 1997, there was a shocking VCD war. In 1999, there was a water product war. In 2001, there was a real estate brand war. Competition is inevitable, but it must be based on We must take legitimate competition as the premise and resolutely avoid killing each other between brands.
(1) Avoid engaging in price-cutting competitions with each other
Price is the monetary expression of the value of goods. Consumers often judge the quality of goods by the price. Price reduction is an extremely effective promotional tool, which can increase the sales of enterprise products. my country's national enterprises even use it as a trump card. Galanz cuts prices almost every day and cleans the entire microwave oven market; do you not see that Lenovo Group, Tsinghua Unigroup is occupying the notebook market with price cuts; you may not have noticed that Gome’s development and growth relies on price wars to win. However, price is by no means a universal tool. It can easily destroy consumers' brand loyalty and cause brand operators to suffer huge losses.
The Central Plains Commercial War in 1992 eventually evolved into a price-cutting competition. First, Bauhinia Shopping Mall launched the "lowest price in the city for similar products", and then the Mall Building lowered the price to the point where it could no longer be lowered. Hualian, Commercial buildings are not willing to join the fray, and Asia has even become more willing to lower the price as long as your price is lower than mine. As a result, Zhengzhou fell into an unprecedented war. The result of the battle was a drop in profits and a damaged reputation. If the merchants had not woken up later, they would have been wiped out.
(2) Avoid attacking each other
Brand operators should not attack competing brands in the fierce market competition, let alone slander each other. Otherwise, it will be easy for both sides to suffer losses and become an uproar. Hit yourself in the foot with a stone.
In the past few years, McDonald's fast food restaurants have launched a series of promotional advertisements across the Netherlands. One of the advertisements clearly read "No! No! Don't eat Chinese food!" This perverted trick immediately This caused serious protests from the Chinese community in the Netherlands. They contacted legal advisors and prepared to take legal action. This attack caused serious damage to McDonald's image and reputation.