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Brand Protection (Brand Protection) The so-called brand protection is to implement qualification protection measures for the brand owners and legal users of the brand to prevent from all aspects. violations and torts.

Brand protection includes three components: brand operational protection, brand legal protection and brand social protection.

The so-called brand management protection refers to a series of activities taken by business operators in specific marketing activities to maintain the brand image and maintain the brand's market position. Different brands face different internal and external environments, and naturally the protective activities taken by operators are also different. However, no matter what kind of business activities are adopted to protect the brand, they must be based on the following points: < /p>

1. Market-centered, fully satisfying consumer needs. Consumers are the gods of corporate brand operators. Market-centered, that is, focusing on combining consumer needs. We must know that the management and protection of brands are closely related to consumers’ interests and preferences. Consumers’ “taste” is constantly changing, which requires that brand content should be adjusted accordingly. Otherwise, the brand will be The market is ruthlessly eliminated.

Almost every well-known brand is constantly changing to meet consumer tastes and preferences. The flavors of Coca-Cola, Kodak's new models, Haier's air conditioner varieties, and the styles of Levi's jeans are all changing with market trends. Even Ford, which once said, "Ford cars only come in one color, and that's black," has launched cars in different colors to adapt to changes in market trends. Take Procter & Gamble's "Bilang" laundry detergent as an example. In the past three or four years, the brand has changed its "Change New Product" logo many times, from "Bilang" to "Bilang Pleasant" and then to "Bilang". In the "Bi Lang second generation", it can be said that the tricks are constantly being renovated, so that the "Bi Lang" is already very different from the original "Bi Lang" launched.

Those who cling to well-known brands for a lifetime, refuse to take precautions, and are indifferent to market changes, in essence, kill the brand and will eventually be eliminated by the market. This is why most Chinese brands have been at the forefront for three to five years. Did you not notice that "Da Qianmen", "Evergrande" and "Phoenix" cigarettes have been forgotten by people; did you not notice that "Basi" was once a smash hit? Quartz clocks have been eliminated, and even the "Bee Flower" shampoo has been passing by for a long time.

The market is ruthless. It doesn’t matter whether you are a Chinese brand or a world brand. As long as you violate the laws of market changes, it will inevitably lead to the failure of business operations. Levi's is a denim clothing brand that everyone is very familiar with. In the mid-1980s, as the United States abandoned formal wear and advocated casual fashion, as well as the global popularity of American western movies, Levi's Company set a record with its stock price soaring by more than 100 within one year. times, the market value increased from US$2.53 per share to 262 yuan per share, creating the world-famous "Levis Myth". However, there is no eternal hero brand in the market. Because the Levi's brand failed to grasp the psychology of its main consumers, namely young people aged 14-19, it still clung to its own ways and went its own way, taking things for granted behind closed doors, which led to its loss of glory. It began to decline in the 1990s. By 1997, Levi's was forced to close 29 factories in Europe and the United States, laying off 16,000 people. In 1998, Levi's sales dropped by 13%. The decline of the Levi's brand was mostly caused by its neglect of the psychological changes of young customers, neglect of fashion, and neglect of changes in consumer preferences.

To be market-centered and fully meet consumer needs requires brand operators to establish a complete market monitoring system, keep abreast of changes in consumer demand in the market, and adjust their brands in a timely manner so as to Make the brand win in the market competition and successfully complete the work of brand protection.

2. Work hard to maintain a high-quality brand image. Quality is the soul of a brand. High-quality brands often have higher market shares. On the contrary, if a brand is well-known, but its product quality has problems, it will greatly reduce the brand image and damage the brand. For example: Xiangbeiqing's Haomen beer was once popular in the early 1990s. However, due to its failure to control quality management after cooperating with certain breweries in Hebei, Shandong and other provinces, its image of high-end beer was seriously affected. The large number of low-quality luxury brands in the market has made luxury beer no longer popular in just a few days.

Beijing's "Lido" beer and "Haomen" also have "different approaches but similar effects".