It is said that the word trademark comes from the ancient Norwegian word "brandr", which means "branding". For a company, it is just a logo for itself, and for consumers, it is a symbol that can make them happy to buy. . In short, trademarks are unconventional. From trademarks to brands, they reflect the loyalty index of consumers. Each company can have its own trademark, or even multiple trademarks, but not every company will have its own brand, let alone The spread of brand power is like the phoenix's nirvana and rebirth in the Buddhist scriptures. It requires a persistent spirit of not fearing pain, never looking back, and constantly pursuing and improving oneself. In an enterprise, if you want to realize this process, you must rely on strategy. Strategy is a method, strategy is a plan.

In addition to bringing consumers product names, trademarks cannot bring people different cognitive perceptions and inertial associations. Trademarks and brands constitute the same dual market value cognition. From the market perspective, what people discuss is the brand, which is at the second level of trademark value. For example: Haier’s brand association; the leader in the home appliance industry, , an international brand, five-star service, and even sincerity forever, another example is Volvo's brand association: a safe car. This is a brand association for a trademark. It seems simple. This is a process for enterprises to systematically plan and promote the basic trademark of the brand. Behind the brand association is the extension of brand power. It can not only It spreads the true connotation of brand culture and also protects the brand. For example, Liushen's packaging always reflects a refreshing and cool artistic conception. When it comes to Liushen, consumers can think of "cool, herbal essence, better to use in summer". The value of the Sanjing Blue Bottle lies in the fact that it is a unique bottle of zinc and calcium. The blue bottle has established a corresponding market segmentation for emotional recognition and has become an excellent example of the category. If someone wants to consume "Zinc and Calcium", others will first choose Blue Bottle. The brand power has certain dissemination and radioactivity.

If a trademark cannot be developed into a brand as soon as possible, it will be silently eliminated by the market. For example, consumers of copycat phones that are famous all over the country can remember several brands. Nowadays, copycat phones overseas not only face international brands and local brands, but also Huawei and ZTE, which are also from China. Therefore, for copycat phone manufacturers with shipments of more than 5 million units, branding as quickly as possible is a better way out. Smaller copycat phone manufacturers may no longer have the opportunity to choose.

Building a successful brand does not take place in a day. The state implements the national intellectual property strategy, vigorously promotes the implementation of the trademark strategy, improves the regulatory and policy environment, builds a public service platform, improves trademark creation capabilities, improves the level of trademark application and management, and increases trademark protection. To start with, the fundamental factor is that the company itself must independently build the power of the trademark and brand.

Trademarks have connotations, and becoming a brand requires more cultural filling. Personalization is one of the rules of brand survival. It transmits the business philosophy and marketing strategy of the company. If you only understand the brand superficially, Brands cannot last forever, such as Southwest Airlines. Our first recognition is its low-cost strategy. It has taken the low-cost strategy to the extreme, but this is only one aspect of its brand power. We also know that Southwest Airlines Our employees are passionate about everything they do, and they truly care about the company's customers, the communities they serve, and the company. It is this passion that has made Southwest one of the most respected brands in the United States. What moved us even more is that the management of Southwest Airlines understands the work of front-line employees, supports and respects the work of front-line employees, and is even willing to offend unreasonable customers. This has gained high recognition from employees and strong core cohesion of the organization. Company president Herb Kelleher once said: Customers are not always right, and they are often wrong. When encountering customers who are unreasonable but picky in every possible way, we should not say that the customer is always right. We say you should never fly on Southwest Airlines again because of how you treated our employees.

?

The previous "Jeanswest" incident became the biggest news at the closing ceremony of Tsinghua University's 100th anniversary. It exposed that many domestic entrepreneurs do not seem to care about the brand name and are more concerned about the market competitive value formed by the product. Can building a stadium reflect the brand culture of an enterprise? Is it built for construction, or is it utilitarian? Previously, Wuliangye Group had proposed that it would donate 50 million yuan to build a comprehensive stadium and requested that it be named "Wuliangye Stadium". Later, this request was rejected by Tsinghua University. After all, Wuliangye represents the wine culture. Due to lack of funds, the gymnasium has not been built yet. Does this time indicate that Tsinghua University has taken an important step in running its own schools?

Some companies in society today have a misunderstanding of "naming fees", but the root cause lies in the company's implementation strategy of trademark branding Unclear. When an enterprise's brand has developed to a certain stage, it is necessary to upgrade and achieve a process of transformation, but it must also comply with the development rules of its own brand on the premise of following the brand strategy. From trademark, to brand, to brand power, this is a three-step process that requires careful cultivation and planning by enterprises. Most enterprises use trademark work and trademark methods in their business activities as a business strategy. components, and are adjusted with the adjustment of corporate business strategies to increase the added value of products and services, establish a good reputation and reputation for products and services, and occupy and consolidate the market. However, many companies do not understand trademarks ( Brand) as one of the core competitiveness of enterprises. The trademark strategy of a successful enterprise is not based on people's subjective imagination, but takes the internal and external conditions of the enterprise as the starting point and determines the development, use, coverage, image building and guidance of the trademark according to the market goals of the enterprise's development strategy. Communication to consumers. Therefore, formulating an enterprise's trademark strategy must be systematic, rigorous, and practical.

In the United States, the alumni donation rate is one of the indicators to measure the running of a university, and this does not come with any strings attached and is entirely out of return for the alma mater. Brand power reflects the soft power of an enterprise. In this regard, domestic enterprises have a lot to learn. At this stage, many aspects are still in the stage of learning and catching up. The brand power of domestic products is limited. No brand can take advantage of the situation and become the leader, because the substitute brand is too far away from the foundation of becoming the leader.