After the formation and growth stages of brand development, it enters the maturity stage or the well-known stage, that is, the brand industry has developed into a national, international or even world-class famous or well-known brand. Correspondingly, the brand development strategy that enterprises should adopt at this stage is the maintenance strategy. Brand maintenance should include self-maintenance, legal maintenance and operational maintenance.

1. Self-maintenance of brand development

Brand self-maintenance means mainly penetrate into various brand operation activities such as brand design, registration, publicity, internal management, and anti-counterfeiting. Integrating the brand's self-maintenance ideas into the brand's design, registration and promotion should be considered during the brand creation stage. Therefore, in the brand maintenance stage we define, self-maintenance of brand development can be defined as "the company's own continuous improvement and optimization of products, as well as anti-counterfeiting and brand secret protection measures", specifically including product quality strategy, technological innovation strategy, anti-counterfeiting Anti-counterfeiting strategy and brand secret protection strategy.

2. Legal maintenance of brand development

Legal maintenance of brand includes timely acquisition of trademark rights, legal protection of well-known trademarks, legal protection of certification trademarks and names of origin, and brand Counterprotection when embarrassed. A similar situation exists for the "Legal Protection of Appellations of Origin". "Counter-protection when a brand is embarrassed" not only has different measures for different companies and products, but also uses a variety of legal terms. Therefore, legal maintenance is defined as the protection of brands mainly through the registration of trademarks and applications for well-known trademarks.

3. Operation and maintenance of brand development

After brand development enters the mature stage, it is necessary not only to continuously update products through self-maintenance to maintain customer loyalty to the brand, but also to adopt legal protection In order to ensure that famous brands are not infringed in any form, management and maintenance methods should be adopted to make full use of famous brands as a resource, so that the brand value can be continuously improved. Brand operation and maintenance is a series of actions taken by the company in specific marketing activities to maintain the brand image and protect the brand's market position. It mainly includes adapting to market changes and catering to consumer needs; protecting product quality, maintaining brand image, and brand integrity. Reposition.