Pure dry goods: six strategies to enhance brand and trademark operation, Taobao shop knows everything! A trademark is a symbol of a commodity, indicating the unique nature of the commodity that distinguishes it from other similar commodities. Today, with the development of commodity economy, trademarks have become an important tool for modern enterprises. Trademark is not only related to the reputation and competitiveness of an enterprise, but also has its own value. Therefore, shrewd dealers will repeatedly convey the enterprise spirit and product characteristics to users or consumers through trademarks, and constantly deepen their understanding of products with such trademarks, thus improving the reputation of enterprises and expanding brand influence and product sales. To promote the brand, you can usually use the following six strategies: brand promotion and trademark operation-unified trademark strategy (Taobao shop knows everything! ) unified trademark strategy is also called the same brand strategy. It is a strategy for enterprises to use the same trademark for different products and their derivatives. For example, mobile phones, communication equipment, headphones and smart devices produced by Xiaomi Group all use the "Xiaomi" logo. There are four advantages to using the unified trademark strategy: 1, showing the unified image of enterprise goods to the public and promoting production and sales; 2. When an enterprise introduces a new product, it is easily accepted by users or consumers due to the influence of the original trademark; 3, can save publicity expenses, such as trademark maintenance and promotion; 4. Products can be combined with Lian Heng to support each other and expand sales; Requirements for using a unified trademark strategy: enterprises must have a high level of management, the products using a unified trademark are of good quality, and the after-sales service of each product is guaranteed. Disadvantages of unified trademark strategy: one of the products can not meet the quality requirements or has problems, which will affect the reputation of the whole enterprise products. Six strategies of brand promotion and trademark operation-personal trademark strategy (Taobao shop knows everything! ) Individual trademark strategy is also called single trademark strategy. It is a strategy to use different trademarks for different products and varieties produced by enterprises. For example, Huawei Group, Huawei's mobile phones and smart devices use Huawei's logo, and different operating system software developed by Huawei uses various names in Shan Hai Jing as trademarks. Using individual trademark strategy has three advantages: 1, which can be applied to different markets, meet the hobbies of different users or consumers, and facilitate product positioning; 2. Different prices can be adopted according to the quality, nature and function of products, and differentiated prices can promote sales promotion; 3. If individual products have quality problems, or the reputation is affected because the sales service is not in place, it will not affect the overall product sales of the enterprise. Disadvantages of personal trademark strategy: 1. There are many trademarks, which are difficult for consumers or users to remember, and it is also difficult for small and medium-sized enterprises to form their own overall trademark image. 2. Trademarks of different products need to improve their reputation, which requires more advertising or maintenance and promotion expenses. Six strategies for brand promotion and trademark operation-* * * trademark strategy (Taobao shop knows everything! ) * * * Trademark strategy is also called joint trademark strategy. It is a trademark strategy adopted by two or more enterprises to jointly produce products or services through cooperation, joint venture and joint venture. For example, a network technology company in Shenzhen cooperates with Baidu to provide users with Baidu bidding ranking service, borrow Baidu's trademark and its popularity, promote the company's business, and increase the number of users of the company and Baidu. Using this trademark strategy has these advantages: 1, which can make both partners jointly responsible for producing their own products or services, thus taking risks and enjoying benefits; 2. It can be sold or promoted across regions, or even go abroad, so that the products will not stick to the market and have greater flexibility. * * * Requirements for the use of trademark strategy: The rhythm, caliber and publicity of both parties must be consistent, and they cannot undermine each other or have different caliber. At the same time, both parties should abide by the contract and agree on the ownership and use right of the trademark to avoid disputes in the future. Six strategies of brand promotion and trademark operation-renting trademark strategy (Taobao shop knows everything! ) Leased trademark strategy is also called licensed trademark strategy. It is a strategy for an enterprise to rent the trademark of another enterprise's product as its own trademark. Article 26 of Chapter IV of China's Trademark Law stipulates that a trademark registrant may authorize others to use his registered trademark by signing a trademark license agreement. For example, a TV set produced by a TV set factory in Dongguan can rent the "TCL" trademark for free by signing a trademark license contract with TCL Group. The strategy of renting trademarks can bring three benefits to enterprises: 1, borrowing well-known product trademarks to promote the sales of enterprises' products; 2, can promote enterprises to strengthen management, improve product quality, and maintain the reputation of well-known trademarks; 3. You can get technical, management and promotion help from well-known trademark units, which will make the reputation of the enterprise by going up one flight of stairs. Points needing attention in trademark leasing strategy: 1. Both parties must sign a trademark license contract, stipulating the rights and obligations of both parties under the principle of voluntariness and mutual benefit, as well as the responsibilities they should bear if they violate the contract; 2. Trademark users need to accept the quality supervision of trademark licensors to avoid the phenomenon that registered trademarks are "reversed" due to poor product quality; 3. The trademark user needs to pay the remuneration stipulated in the contract to the trademark licensor, that is, the trademark rental fee. Six strategies of brand promotion and trademark operation-follow the trademark strategy (Taobao shop knows everything! ) The trademark strategy is also called the old trademark strategy. There are generally two ways to adopt this trademark strategy: 1. If the old product has not yet entered the recession period, the trademark is accepted and loved by users or consumers, which has a certain impact on society. The new product can continue to use the old trademark, but it needs to be declared as a new product; 2. The products produced by the enterprise use historical time-honored brands as trademarks. For example, Zhang Xiaoquan Scissors in Hangzhou, Tongrentang Medicine in Beijing, and Dukang Wine in Henan are all registered under the name of Du Kang, the originator of China wine making. When people drink Dukang wine, they will naturally think of Cao Cao's famous sentence "Du Kang is the only way to solve their worries". The combination of famous wine, celebrities, famous brands and famous poems is really hard to get, and it will definitely enhance the reputation of the products. Following trademarks can generally have the following functions: 1. Because the old trademark has a certain influence, the new products of enterprises continue to use the original trademark, which can be quickly accepted by consumers and promote product sales and promotion; 2. Using old trademarks does not need to spend too much manpower, material resources and financial resources, which can save a lot of costs. Matters needing attention in following the trademark strategy: attach great importance to the social impact of the original trademark. If the old brand has a bad reputation or image, avoid using it to avoid losses. Six strategies of brand promotion and trademark operation-innovative trademark strategy (Taobao shop knows everything! Some people think that the older the brand of a trademark, the better. Actually, it is not. With the continuous development of the information society, products, technologies, services, etc. It is also constantly innovating and iterating, so trademarks sometimes have to adapt to changes like commodities. There are two forms of trademark innovation: 1, slow change: that is, the trademark is changed by slow stew, so that the new trademark and the old trademark are close in shape or pattern, and the image is in the same strain. In this way, enterprises can spend less money and easily maintain the popularity of the original trademark. For example, the trademarks of well-known enterprises such as Tmall, JD.COM and Meituan have gradually developed from flat to three-dimensional, which are widely loved and accepted by users. If you have this demand, please come to the store for consultation. 2. Mutation: It is refreshing to replace the old trademark with a brand-new trademark designed separately. For example, two years ago, the KFC brand suddenly changed its name to Golden Arch, which caused a public opinion. If the name is well made, it can stimulate consumers' desire to buy, otherwise it will plummet and suffer heavy losses. Using this method of suddenly changing trademarks will consume a large part of manpower, material resources and financial resources. This is also gambling, success leads to prosperity, failure leads to bone injury, and even collapse. Six strategies to enhance brand and trademark operation, Taobao shop knows everything, in-depth discussion! In the process of enterprise development, it is necessary to comprehensively judge which trademark strategy to adopt according to the enterprise's own situation and future planning. In recent years, China has paid more and more attention to the protection and development of intellectual property rights. Proper use of trademark strategy can help enterprises explore the market, consolidate and gradually increase market share.