Trademarks and brands have always been a commonplace issue. In the form of a dialogue between Liu Xing, editor-in-chief of the "Dialogue" column of CCTV's financial channel, and Wang Yongjiang, founder of Huadian Brand, he will explain to everyone how a trademark can create a brand. Big brands.

Liu Xing: What is the relationship between trademarks and brands?

Wang Yongjiang: As we all know, intellectual property rights are intangible assets of enterprises, which are divided into copyrights, trademark rights, patent rights, goodwill rights, etc.; as a legal symbol, trademark is a brand The seed, the brand is the flowering and fruiting of the trademark. As a mark of goods or services, a trademark gives new life to emotion, technology, and culture through production or processing and service processes. We call it a brand, and the core competitiveness of the brand is the intellectual property rights of the enterprise.

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

Wang Yongjiang: If a small trademark wants to become a big brand, it must first pay attention to the protection of joint trademarks and defensive trademarks, and then build brand culture. Innovating, creating excellence, creating brands, implementing trademark and brand strategies, and enhancing trademark and brand value are the market highlands that all enterprises must occupy. In the context of increasingly fierce market competition, companies can only maximize benefits by relying on brand advantages, because brands can integrate a company's technology, quality, service, management, integrity, culture and other resources to form unique quality advantages and Cultural advantage.

Brand culture embodies the emotions, thoughts and spirit of a team. It is created by all employees at work and continuously innovates under the leadership of corporate leaders. It embodies the thinking of an enterprise. Connotation and entrepreneurship. The process of brand culture construction is the process of realizing the value of the brand as its intangible asset, and it is also the process of the final formation of the corporate culture totem.

We believe that brand founders must have three "homes", namely thinkers, strategists, and managers; they must have three "degrees", namely credibility, popularity, and reputation; they must also have three "words" ”, that is, the entrance is the trademark, including a name that is easy to remember and has a good meaning, a simple and elegant logo, a mascot, an advertising slogan, a brand story, and a corporate song. The core competitiveness of an enterprise is the protection of intellectual property rights, and export is the promotion of brand culture.

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

Wang Yongjiang: Modern enterprises generally have intangible assets greater than tangible assets. In the world of intangible assets, in the virtual space, we have initiated Internet thinking, created new brands one after another, and used interconnected Internet thinking to reposition the brand development strategy of the enterprise. This is a new way to win the market. The thinking of the times starts from recognizing new means, then following the trend, following the general trend and pursuing new heights.

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

Here, I will cite a classic case of Huadian operation for everyone to understand, that is Handu Yishe, which established a company in 2006 to engage in e-commerce; in 2008, it founded "Handu Yishe" "brand. So far, more than 800 trademarks have been registered with Shandong Huadian Trademark Office. How many people can handle such a huge intellectual property reserve in this era. Moreover, they have worked intensively and have successfully hatched more than 20 sub-brands. Sales on this year’s Double Eleven day reached 362 million yuan.

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

Wang Yongjiang: While we help other companies register trademarks and cultivate brands, we also focus on our own brand building. The formation of Huadian brand culture has always adhered to the internalization of social responsibility as corporate development strategy, the externalization of "being entrusted by others and loyalty to others" as high-quality and civilized services, and the implementation of the most humane corporate management system.

Small trademarks and big brands can boost the development of enterprises. How can enterprises develop from a small trademark to a big brand? For enterprises, every step needs to be well positioned, from selection to product to brand. Strategies require step-by-step planning and implementation.