Perhaps because "famous brand" is a new concept, or because there is no corresponding definition abroad to refer to and quote, many domestic scholars have tried to define it or give some explanations. For example, "a famous brand is a brand that can attract people's attention, bring benefits and generate value [1]." "A famous brand is a well-known, famous and well-known brand. ..... From the legal point of view, a well-known trademark is a kind of intellectual property. ...... From the perspective of economics, famous brands are intangible assets corresponding to the tangible assets of enterprises [2]. " "The so-called famous brand, in short, is a well-known brand, that is, a brand or trademark with wide popularity and reputation in the market [3]." "The so-called famous brand is the best brand widely recognized by everyone [4]." Wait a minute. In addition to directly defining "famous brand", some scholars also try to define it by setting some restrictions on "famous brand" or pointing out the characteristics that famous brand should have. For example,
Liu Leshan (1996) argued that as a well-known brand, at least the following conditions should be met:
(1) Registered trademarks and trade names;
(2) product quality and service quality are fully guaranteed;
(3) familiar to consumers;
(4) having an extraordinary market share;
⑤ It has extraordinary property rights value;
⑥ There is an objective basis for the public's positive tendency or formal recognition of the impartiality of authoritative organizations [5].
Zhou (1997) believes that brand-name products have the following eight basic characteristics:
① Have a broad and stable consumer group.
(2) Enterprises with large market share and high market share.
③ There is a unique operation mode from product development to market sales.
④ Strong technical development and innovation ability.
⑤ The high quality of products is generally recognized by consumers.
⑥ There is a high profit level.
All famous brands and trademarks have high value.
8 Enterprises with famous brand products attach great importance to maintaining the image and reputation of famous brands [6].
Lu Juan (1996) pointed out that there are generally well-known brands recognized by the market.
(1) high quality,
(2) high characteristics,
(3) high visibility,
(4) high credibility,
⑤ High coverage rate
⑥ These six characteristics of high added value [7].
Zhong Yugan and Wan Wan (1998) believe that famous brands have four characteristics:
(1) is well-known.
2 high reputation.
③ Large market share.
(4) Greater reputation value [8].
Jing Wong (1996) believes that world famous brands have five basic characteristics:
(1) larger market share,
(2) Higher value-added profitability,
③ Strong export capability,
(4) Trademarks have extensive legal effect and the support of continuous investment.
⑤ Trademarks have a strong ability to transcend geographical and cultural boundaries [9].
Huang Guozhen (1996) thinks that famous brands are
(1) high quality,
(2) high visibility,
③ High market share [10].
To sum up, most scholars generally believe that well-known brands should have the following three main characteristics:
① high market share,
2 high visibility,
③ High quality.
After analyzing these three characteristics, it is not difficult to find that high popularity and high quality are necessary conditions for famous brands, but not sufficient conditions for famous brands. In other words, famous brands must have high popularity and high quality; On the contrary, brands with high popularity and good quality are not necessarily famous brands. For example, in China, due to a large amount of advertising investment, well-known brands, such as Giant Brain Gold and Qin Chi Wine, have emerged, but they are actually not well-known brands. As for products with good quality rather than famous brands, there are many examples, but no one knows when they are said.
Among the three main characteristics, "high market share" is close to the necessary and sufficient condition for becoming a well-known brand. As long as the attribute of "long-term ownership" is added, it will become a necessary and sufficient condition for a famous brand. There are two reasons: First, the market share of famous brands is high. Think of those brands that people call famous brands, such as Haier, Changhong, Nokia, Mercedes-Benz, Kodak, Coca-Cola, IBM and so on. Which market share of their main products is not high; Secondly, brands that have gained a high share for a long time are generally well-known brands. Famous brands have the characteristics of artificial regulations. In real economic life, people often regard users' brands as famous brands. In other words, brands with high occupancy rate are often considered as famous brands. On the other hand, maintaining a high share for a long time shows that the brand has the characteristics of high popularity and high quality. Because the high occupancy rate means that more consumers buy and use the brand in the corresponding product field, so there are naturally more people who know the brand, and the popularity is relatively high; Having a high occupancy rate for a long time means that many consumers buy and use the brand repeatedly, which means that consumers are loyal to the brand, which means that the brand is recognized by more consumers, and it also means that the quality of the product is high, at least the quality of the product will be considered high by consumers, because consumers will not buy products that they think are of poor quality.
As can be seen from the above analysis, the so-called "famous brand" refers to a brand that has a high market share in a certain product category for a long time. There are two points to explain here. First, famous brands should be brands that have a high market share for a long time. In other words, a brand that temporarily occupies a high market share for some reason is not a famous brand, because it will soon become a negligible brand in the market. Only those brands that can stand on the market for a long time can become well-known brands. Second, in the word "market share", the market is an attribute, which is used to modify the share. In other words, market share is relative to the market. Markets are large and small, regional, national and global, so there are also regional, national or global brands. A famous brand in a certain region is not necessarily a national brand; Similarly, national famous brands are not necessarily international famous brands. Conversely, a national well-known brand is not necessarily a well-known brand in a certain region.
Strictly speaking, the above definition of "famous brand" is only an operational definition, but it is much more objective, fair and scientific to distinguish "famous brand" from ordinary brand based on "market share" than to select "famous brand" by some experts, scholars or government officials. Because "famous brand" is forged by the market, "famous brand" exists in the hearts of consumers. Market share can objectively reflect the position of a brand in the minds of consumers, while expert selection only reflects the opinions of some experts.
1. (Famous brand) Famous brand
Her clothes are all famous brands. Famous brand goods | famous universities
2. A brand with a name on it; A sign indicating the name of an article, etc.
Example: The seats are filled with delegates' famous brands.
A famous brand is a well-known brand or a strong brand. People study brands precisely to help enterprises create and use famous brands. We hope that through the study of famous brands, people will fully realize the role of famous brands and form a sense of famous brands. The great function of famous brand lies in its famous brand effect, which leads the progress and development of products, enterprises and society. As an enterprise asset, famous brands will have an impact on enterprises in terms of market development, capital expansion and personnel cohesion, so that enterprises have a magic weapon for success.
Source: Kang Yong Shi Sheng.
A famous brand refers to a famous brand, which usually has the following elements:
(1) visibility among relevant public;
(2) The brand lasts for a long time;
(3) Brand promotion has a long duration, a high degree and a wide geographical scope;
(4) It has been protected as a famous trademark or a well-known trademark;
(5) It has become a registered trademark;
(6) Other factors.
Four misunderstandings about famous brands;
One is to assimilate famous brand products with famous brands.
Even the best brand-name products are out of date, because most products have a life cycle; But the older a real famous brand is, the more valuable it is. A famous brand is a symbol. Enterprises should strive to create brands, not products.
The second is to equate local famous products with famous brands. For example, "Beijing Roast Duck" is not a famous brand, but a local specialty. It has no trademark or commodity name, but a product that anyone can apply for. And "Quanjude" is a famous brand and firm, which is unique.
Third, one-sided emphasis on the popularity of famous brands, while ignoring the trust and reputation of famous brands.
1998 Qin Chi Winery won the title of CCTV advertisement for 320 million yuan, but the final failure shows that Qin Chi only considered the popularity of the product, ignoring its trust and reputation. Because the local wine production is far from enough, Qin Chi had to blend a lot of white wine from Sichuan. For example, China Linda Chung Group's Bei Ya Shidun Cosmetics is not only famous, but also a symbol of human dignity like Mercedes-Benz's social status! This is a famous brand!
Fourth, it is one-sided for small and medium-sized enterprises not to engage in famous brands.
Famous brands are also a process of continuous elimination, which is dynamic. When Haier started to build a famous brand in 1985, it was only a small enterprise with a loss of1470,000 yuan. However, Zhang Ruimin smashed the brand by "smashing the refrigerator", which improved the popularity, trust and reputation. It was a smart move to create a famous brand.