1. The trademark awareness of enterprises is still very weak, and they lack the understanding of the relationship between trademarks and the success or failure of enterprises in market competition

Many enterprises only become aware of their products after their products enter the market and are recognized by consumers. If you apply for a registered trademark, it will either be registered by someone else or it will be rejected because it is identical or similar to someone else’s registered trademark. Some people even think that changing the name and address of the registrant only costs money but does not bring any benefits, and the loss outweighs the gain and ignores the impact of trademark rights. At present, with the development of system reform, enterprises after restructuring have overtime use of trademarks, failure to participate in renewal registration, and loss of trademark rights; merged enterprises have given up part of the use and management of trademarks, and some enterprises even only focus on tangible goods during mergers and acquisitions. The assessment of assets has neglected the assessment of the value of trademarks and failed to incorporate trademarks into the overall management mechanism of the enterprise from a long-term perspective.

2. The publicity of trademarks lags behind and the popularity is not high

A well-known trademark is the intangible wealth of a company. Products with trademarks can only be recognized by consumers after they have trust in them. , only then can it be possible to increase the visibility of the trademark, thereby improving the status of the product in the market. However, companies only focus on publicity of their image and the publicity of the person in charge of the company. The result is putting the cart before the horse and getting twice the result with half the effort. In the choice of advertising media, they all quarrel with local newspapers and radio stations, and lack the marketing concept of the big market.

3. Failure to pay attention to the use and management of trademarks has led to the proliferation of counterfeit trademarks

Trademarks are used to distinguish the source of goods and identify the quality of goods. Making full use of trademarks can bring benefits to enterprises. bring unexpected economic benefits. Nowadays, when some companies use trademarks, they do not grasp the importance of trademarks, product names, packaging, and decoration. A trademark is a symbol of a product and the image of a company. Some companies also arbitrarily change the graphics, text and combinations of registered trademarks, making it difficult for consumers to distinguish true and false trademarks. For a time, fake and inferior goods hit the market, and companies suffered huge losses. .

Trademark management is a comprehensive work for an enterprise, which includes the design, registration, printing, use, storage, warehousing, and destruction of trademarks. During the investigation, it was found that some companies do not have specialized management agencies or dedicated management personnel, resulting in a disconnect in trademark management.

To change the current situation in which corporate trademark work is lagging behind and protection is unfavorable, the following issues should be solved:

1. Change concepts, strengthen trademark strategic awareness, and protect trademark rights

Trademark rights, copyrights and patent rights have become three important components of modern intellectual property rights, and trademark rights are related to the survival and development of enterprises. If an enterprise wants to gain a firm foothold in the market competition, it must take the road of famous brands. Trademarks with distinctive features and strong individuality must be registered in a timely manner. At the same time, strategies for defensive trademarks, joint trademarks and three-dimensional trademarks should be implemented to expand the scope of trademark protection as much as possible.

2. Strengthen the publicity of trademarks and actively create well-known trademarks

Well-known trademarks are the most important intangible assets of an enterprise, and their value even exceeds tangible assets. Advertising is a very important link in creating a well-known trademark. When advertising corporate trademarks, they should choose appropriate media based on their corporate image and product image, highlight trademark features and product performance, and focus on refining and standardizing advertising terms. Enterprises should not only focus on making their trademarks well-known in China, but also focus on pursuing the creation of privately-owned well-known trademarks.

3. Improve product quality and strengthen internal trademark management

Successful trademarks carry information such as reliable quality, excellent service, and advanced technology. This information that has been tested for a long time in the market simplifies the transaction behavior between buyers and sellers. This means that consumers do not need to know the above information when shopping, but only need to identify the trademark of the product or service. This is "brand recognition shopping" based on trust in quality. Therefore, improving trademark reputation is the key to maintaining and establishing corporate image, and the core content of this key is first to ensure and improve the quality of goods. Therefore, enterprises must establish a good quality awareness, adhere to quality standards, and strictly supervise quality. Only by maintaining and continuously improving quality can they create and protect the permanent reputation of trademarks; secondly, they must constantly develop new products around well-known trademarks, and constantly develop new products. Limited by the sales life cycle of specific goods, it can remain in the market for a long time without declining, thereby adding new vitality to the company's trademark reputation. A dynamic trademark reputation, in turn, promotes the company's product sales and brings greater economic benefits to the company.

Strengthen the internal trademark management of the enterprise and formulate a trademark management system. It is an inevitable requirement for the market economy to develop to a certain stage that enterprises should pay attention to and develop the role of trademark strategy. Therefore, for enterprises, creating and using trademarks is an important task related to the future of the enterprise. Enterprises must establish a trademark management organization, formulate and improve the trademark management system, and strive to formulate and implement brand strategic goals, trademark design and registration, trademark use and management, trademark self-protection and legal protection, and hire trademark legal consultants or trademark agents. People etc. Only in this way can trademark work be put into practice and a solid foundation can be laid for cultivating and creating well-known trademarks.