On: Intangible Trademarks
In today’s society, the role of trademarks has shown extremely powerful advantages! It represents the quality reputation and corporate reputation of the trademark owner's production or operation. This article mainly discusses the expression of trademarks to explain the values ????of trademarks.
Five thousand years of history have given birth to splendid spiritual civilization and material civilization. The Chinese nation has used its diligence and wisdom to create a large amount of precious cultural wealth and also produced many distinctive cultural heritages in various regions. Characteristic trademarks. Nowadays, there are many types of trademarks. This article only divides them based on the form of expression, which are divided into two types: tangible trademarks and intangible trademarks.
Tangible trademarks refer to commercial signs with physical existence. The earliest tangible trademark in my country can be traced back to the "White Rabbit Trademark" in the Northern Song Dynasty. At that time, there was a needle shop named Liu in Jinan, which was famous for its white rabbit as its trademark. This trademark is printed on a copper plate and is approximately square, with a picture of a white rabbit pounding medicine in the middle, which is bright and prominent. The name of the shop "Jinan Liu Family Kung Fu Needle Shop" is written across the top of the picture, and the banner "Look for the white rabbit in front of the door as a reminder" is written on both sides. Below the picture, written from left to right, are the business scope, methods and quality requirements. Confession. This logo especially emphasizes that the rabbit mark is the identification of one's own store. It can be seen that the ancients have realized the significance and cultural charm of visual cultural images; it fully reflects the importance that ancient China attached to the commercial use of commodity logos.
An intangible trademark itself does not have a physical form. It is an idea trademark generated in the brain by a series of communicative thoughts, consciousness or feelings. The earliest intangible trademark in my country is undoubtedly the "Three Stakeholders" brand from the Three Kingdoms period. Speaking of Liu Bei, Guan Yu and Zhang Fei, people will always think of their early years in the peach garden behind Zhang Fei Village in Zhuo County, where they prepared black oxen and white horses, offered sacrifices to heaven and earth, burned incense and worshiped again, and became brothers of different surnames without asking for anything. Born in the same year, the same month and the same day, I only wish to die in the same year, the same month and the same day. "Three sworn alliances" introduces the three main heroes of the Three Kingdoms period, which expresses the theme of loyalty in many aspects. Liu Bei of the Han Dynasty was trying to regain the world after losing it, but whether he was defending the world or conquering the world, he could not lack real benevolence, real righteousness and practical justice. The three major items of bravery, Liu Bei was confident that the "benevolence" he inherited from King Jing of Zhongshan was still genuine, and only lacked "righteousness" and "brave", so he pulled Guan Yu and Zhang Fei to swore sworn brothers with different surnames, and joined forces. Under the banner of "Three Brothers of Friendship", a "Rebel Army" was formed. Later in 221 AD, Liu Bei proclaimed himself emperor in Chengdu and established the Kingdom of Shu!
Estimation of the value of intangible trademarks: Liu Bei fully developed his "Three Stakeholders" brand. The loyalty strategy he advocated is almost unmatched by anyone else. "Shun Dayi", "An Limin" "The ideal of life made him eventually become the "King of Benevolence and Righteousness" in the eyes of his generals. After nearly two thousand years of baptism, the brand image of "Three Brothers" has been deeply rooted in the hearts of the people. It is a symbol of the morality of the Chinese nation and a heritage of Chinese history and culture! During the following two thousand years, many intangible trademarks appeared in China, such as Tongrentang: it means being harmonious to others, broad and selfless, and treating everyone equally regardless of whether they are close or distant. The origin of Goubuli: The boy who once studied at a steamed food shop was named "Gouzi". Later he opened a bun shop by himself. His business was very prosperous. Gouzi was too busy to talk to the customers, so First of all, people who eat steamed buns say that "the dog sells steamed buns and ignores people." As time goes by, people call him "the dog ignores people." The origin of Zhang Xiaoquan: Legend has it that there was a blacksmith Zhang who was named "Zhang Xiaoquan" because his mother fell into the spring with a "plop" when giving birth to him. Ever since Zhang Xiaoquan invented scissors, it has been very convenient for everyone to cut and cut whenever they want. From then on, Zhang Xiaoquan became the representative of the scissors industry! These brands were originally names formed subconsciously in people's minds based on a certain concept. Over time, they have become invisible trademarks. When an intangible trademark reaches its peak in strength, breadth of use, usability and influence, its value is limitless!
The circulation rules of intangible trademarks: first from intangible - then to tangible - and finally back to intangible. Because the intangible trademark itself is not embodied concretely, but is formed by people's repeated memory of a thought or concept, it is intangible at first, and then becomes tangible after being used in combination with goods. In the process of use, after the value of the trademark has been exerted, it becomes an intangible asset of the merchant, thus returning to the intangible state. Therefore, the two forms of trademark expression are also integrated with each other, that is, intangible and tangible, tangible and intangible.
The development of intangible trademarks: With the continuous development of economic system reform, my country's trademark industry has also entered a period of rapid development, and the development and protection of intangible trademarks will be an extremely important task. Trademarks are the great creative wealth of the Chinese nation, the best weapon to establish brand credibility, and an important way to develop local brands in the future!