Brand is the common name of trademark. It is the symbol and logo of commodities, and it is the symbol adopted by commodity production enterprises or sales enterprises to distinguish their products from other commodities in the market. In fact, the brand of the product is not only the representative of the simple materialized form of the product, but also the concentrated expression of the product value and added value. In a sense, it represents the image and cognitive level of enterprises in the market.

Any enterprise must formulate its own brand strategy if it wants to survive and develop in the fierce market competition. The so-called brand strategy is the plan and basic strategy to shape well-known brands. The trademark of an enterprise and product, once it becomes a famous brand, has immeasurable social and economic value. It not only has great market attraction, but also can gather all forces, expand the assets and production capacity of enterprises, and produce great influence and radiation. Once a trademark becomes a famous brand, it will have lasting vitality and take the initiative in the fierce market competition. On the other hand, a brand with poor reputation will make products unsalable, make enterprises close down and fall into a vicious circle.

Brand strategy is an important strategic policy for enterprises to seek development. To make their own brands into well-known brands, it is necessary to make detailed plans. However, even if it becomes a well-known trademark, it is not easy to sit back and relax, and there is still a problem of maintenance and development.

Five aspects of brand strategy

1, seeking to realize the growing point of famous brand strategy. The products produced by many enterprises are not single, but in order to make their own enterprises gain greater popularity and their trademarks become well-known trademarks, they need to highlight their own characteristics. Haier's refrigerator and corporate culture used to be an important material basis and spiritual guarantee for enterprises to build their own brands. Changyu is famous for its red wine at home and abroad. Almost all the time-honored brands in Beijing have their own fist products, such as Tongrentang's proprietary Chinese medicine, Quanjude's roast duck, Liuquanju's bean curd, Puwufang's sauce beef and Liubiju's pickles. , have won people's love with superb skills and unique flavor.

2. Brand registration defense strategy

Entrepreneurs must have trademark awareness, register their own trademarks in time, and prevent others from malicious cybersquatting. Not only at home, but also abroad. Some domestic enterprises found that their trademarks were registered by others when they developed abroad after they became famous brands. Therefore, enterprises should have legal awareness, be good at protecting their intellectual property rights through legal means, and adopt necessary registration defense strategies, such as brand extension registration and application for design patents.

3. Product extension strategy

After the trademark of a product of an enterprise becomes a well-known trademark, it should be extended by using the famous brand effect it brings, thus forming a series of products. Hongta group is a famous enterprise that started with tobacco. Hongtashan trademark was recognized as a well-known trademark in China in 1997, with a brand value of 35.3 billion yuan. Group leaders saw the famous brand effect brought by this famous trademark and implemented the cross-industry diversification strategy other than tobacco. They aimed at national and provincial key projects and high-tech, and invested in 50 projects in power, paper-making, finance, automobile, building materials, transportation and other industries 16, which provided broad development space for enterprises and improved their viability and competitiveness.

4. The brand's radiation absorption strategy.

The so-called absorption is to use the intangible assets of the brand, including trademarks, patents, reputation, management, franchising and so on. , attract capital and technology to share, further expand the production scale and variety of products, and obtain greater economic benefits. Radiation refers to expanding business areas through mergers and acquisitions and establishing chain operations to obtain economies of scale.

5. Value-added strategy of brand management.

The management of famous brands mainly refers to the timely registration of their own trademarks and the study of defensive measures. We should pay attention to the changes in the market and modify the design according to the different sales targets and scope of the products, such as being more concise and beautiful, highlighting the concept of the enterprise and more in line with the aesthetic habits of the target customers. If necessary, a similar series of trademarks should be registered to ensure the uniqueness of their own trademarks and protect their rights and interests from infringement.