Trademarks and brands have always been commonplace. Starting with the dialogue between Liu Xing, editor-in-chief of CCTV's financial channel Dialogue, and Wang Yongjiang, founder of Huadian brand, this paper expounds how a trademark can become a big brand.

Liu Xing: What is the relationship between trademark and brand?

Wang Yongjiang: As we all know, intellectual property rights are intangible assets of enterprises, which are divided into copyright, trademark right, patent right and goodwill right. As a legal symbol, trademark is the seed of brand, and brand is the flowering and result of trademark. As a symbol of goods or services, trademarks give new life to emotion, technology and culture through the process of production or processing and service. We call it brand, and the core competitiveness of brand is the intellectual property rights of enterprises.

Liu Xing: How to implement enterprise brand strategy through trademark protection?

Wang Yongjiang: If a small trademark wants to become a big brand, we should first pay attention to the protection of the joint trademark and defensive trade mark, and then the construction of brand culture. Innovation, Excellence, brand creation, brand strategy implementation and brand value enhancement are the market heights that all enterprises must occupy. In the context of increasingly fierce market competition, enterprises can only maximize their benefits by relying on brand advantages, because brands can integrate an enterprise's technology, quality, service, management, integrity, culture and other resources to form unique quality advantages and cultural advantages.

Brand culture embodies the emotion, thought and spirit of a team. It is formed under the leadership of enterprise leaders and through the creation and continuous innovation of all employees, which embodies the ideological connotation and entrepreneurial spirit of an enterprise. The process of brand culture construction is the process of realizing the value of brand as its intangible assets, and it is also the process of the final formation of corporate culture totem.

We believe that brand founders should have three "experts", namely thinkers, strategists and management scientists; There must be three "degrees", namely credibility, popularity and reputation; There must also be three "mouths", that is, the entrance is a trademark, including a good name, a simple and generous logo, a mascot, a slogan, a brand story and a corporate song. The core competitiveness of enterprises is the protection of intellectual property rights, and export is the promotion of brand culture.

Liu Xing: How to realize brand marketing innovation under the new normal?

Wang Yongjiang: In modern enterprises, intangible assets are generally larger than tangible assets. In the world of intangible assets, in the virtual space, we have opened the internet thinking, created new brands, and repositioned the brand development strategy of enterprises with interconnected internet thinking, which is a new era thinking to win the market, from recognizing new means, and then following the trend, conforming to the general trend and pursuing new heights.

In the online world, if you want to use one brand to dominate all products, it is wrong, but you can use a parent brand to dominate several or dozens of sub-brands and use sub-brands to win the first brand in a certain segment. Therefore, the future intellectual property reserve is particularly important, which is what we call "three modernizations".

Here is a classic case of Huadian operation, Handu Yishe, which established a company to engage in e-commerce in 2006; Founded the brand Handu Yishe in 2008. Up to now, Shandong Huadian Trademark Office has registered more than 800 trademarks. How many people can make such a huge intellectual property reserve in today's era? Moreover, their intensive cultivation has successfully hatched more than 20 sub-brands, and the sales on the day of this year's Double Eleven reached 362 million yuan.

Liu Xing: What do you mean by the "three modernizations" of entrepreneurs?

Wang Yongjiang: While helping other companies to register trademarks and cultivate brands, we also pay attention to our own brand building. The formation of Huadian brand culture has always insisted on internalizing social responsibility into enterprise development strategy, externalizing "entrusted by people and loyal to people" into high-quality civilized service, and implementing the most humanized enterprise management system.

Small trademarks and big brands boost the development of enterprises. For enterprises, how to develop from a small trademark into a big brand requires positioning at every step, and it requires step-by-step planning and implementation from material selection to product to brand strategy.