It is said that the word trademark comes from old Norwegian? Blandell? , that is to say? Branding? For enterprises, it is only a sign of itself, and for consumers, it is a sign that they can buy happily. In short, trademarks are unconventional. From trademark to brand, it reflects the consumer's loyalty index. Every enterprise can have its own trademark, even multiple trademarks, but not every enterprise will have its own brand, let alone the spread of brand power. This is like the phoenix nirvana in Buddhist scriptures, which requires the persistent spirit of fearlessness, perseverance, constant pursuit and self-improvement. In an enterprise, you have to realize this process by strategy. Strategy is method, and strategy is planning.

Trademarks can't bring people different ideas and inertial associations except product names. Trademark and brand * * * together? Dual market value cognition, from the market point of view, people are talking about brands, which are at the second level of trademark value, such as Haier's brand association; The leader in the home appliance industry, making and moving towards international brands, five-star service and even being sincere forever, is another example of Volvo brand association: safe cars. This is the brand association of the trademark, which seems simple. It is a process for enterprises to systematically plan and promote the basic trademarks of brands. Behind brand association is the extension of brand power. It can not only spread the true connotation of brand culture, but also protect the brand. For example, the packaging of Liushen always reflects a refreshing and cool artistic conception. When it comes to the Six Gods, can consumers think of them? Cool, herbal essence, better to use in summer? . The value of Mitsui Blue Bottle lies in its uniqueness? Zinc and calcium? , to? Blue bottle for emotion recognition? The corresponding market segmentation has been established, and it has become an excellent example of this category. If someone wants to spend money? Zinc and calcium? Others will prefer the brand power of Blue Bottle, which has certain communication and radiation power.

If a trademark cannot develop into a brand as soon as possible, it will be silently eliminated by the market. For example, famous consumers in the country can remember several brands. Now shanzhai is facing not only international brands and local brands overseas, but also Huawei and ZTE. Therefore, for cottage manufacturers whose shipments exceed 5 million units, branding as soon as possible is a better way out. Smaller cottage manufacturers may have no choice.

Building a successful brand is not built in a day. Starting with the implementation of the national intellectual property strategy, the state vigorously promotes the implementation of the trademark strategy, improves the legal and policy environment, builds a public service platform, improves the ability of trademark creation, improves the level of trademark application and management, and strengthens trademark protection. Its basic element is that enterprises should build their own brand power.

Trademark logo has connotation and needs to be full of culture to become a brand. Individualization is one of the survival laws of brands, which conveys the business philosophy and marketing strategy of enterprises. If we only understand the brand superficially, the brand can't last long, such as Southwest Airlines. Our understanding is that its low-price strategy has reached the extreme, but this is only one aspect of its brand power. We also know that employees of Southwest Airlines are passionate about everything. They sincerely care about the company's customers, the community and the company they serve. It is this passion that makes Southwest Airlines one of the most respected brands in America. What moves 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 even prefers to offend unreasonable customers. This has won the high recognition of employees and the strong core cohesion of the organization. Herb, president of the company? Kelleher once said: Customers are not always right, they often make mistakes. When we meet unreasonable but critical customers, we should not say that customers are always right. We have to say that you should never fly on Southwest Airlines again because of the way you treated our employees. ?

Before? Jeanswest? This event became the biggest news at the closing ceremony of Tsinghua Centennial Celebration, which revealed that many domestic entrepreneurs seem to care less about brand names and pay more attention to the market competitive value of products. Can building a museum reflect the brand culture of the enterprise? Is it built for architecture or utilitarian? Wuliangye group has previously proposed to donate 50 million yuan to build a comprehensive gymnasium, which must be named? Wuliangye gymnasium? . Later, this request was rejected by Tsinghua. Wuliangye represents wine culture after all. Due to lack of funds, the gymnasium has not been built yet. Does this mean that Tsinghua University has taken an important step in running schools independently?

Now there are some enterprises in the society, right? Title fee? The misunderstanding is distorted, but the root is that the implementation strategy of trademark branding is not clear. When the brand of an enterprise develops to a certain stage, there must be a process of upgrading and realizing transformation, but it must also conform to the development law 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, which needs careful cultivation and planning by enterprises. Most enterprises apply trademark work and trademark means to their business activities as part of their business strategy, and adjust with the adjustment of their business strategy, so as to increase the added value of products and services, establish a good reputation and credibility of products and services, and occupy and consolidate the market. But many enterprises can't understand trademarks (brands). The trademark strategy of a successful enterprise is not based on people's subjective imagination, but based on the internal and external conditions of the enterprise, and according to the market goal of the enterprise development strategy, it determines the development, use, coverage, image establishment and guiding the communication of consumers. Therefore, it is systematic, rigorous and feasible to formulate the trademark strategy of enterprises.

In the United States, the alumni donation rate is one of the indicators to measure the running of a university, which is entirely out of the return to the alma mater, without any conditions attached. Brand strength reflects the soft power of enterprises, and domestic enterprises have a lot to learn in this respect. At present, it is still a stage of learning and catching up in many aspects. The brand power of domestic products is limited, and no brand can take advantage of the situation to become the boss, because the substitute brand is too far from the foundation of being the boss.