First, the problems of national brands in China
(A) weak awareness of national brands. At present, many industries in China rank first in the world, but there are few brands of their own. In a sense, China's economy has become a part-time economy without brands. Some entrepreneurs in China lack long-term awareness of brand strategy. Mainly manifested in: some business representatives did not establish brand awareness, but just blindly pursued the performance of production and operation; Although some enterprises have brand awareness, they do not put the brand in an important position; Some enterprises lack the motivation to create brands, are timid when encountering technical or financial difficulties, and even give up the pursuit of brands consciously or unconsciously. ...
(2) National brands lack awareness of crisis change. National brands must grasp the changes of the industry and innovate product technology and core elements in time in order to win the sustainable development of the market. Many national brands in China disappeared because they failed to grasp the opportunities brought by new technologies and industrial changes.
(3) The loss of trademark rights of national brands is serious. Many enterprises in China lack awareness of intellectual property rights, which is not conducive to the protection of trademark rights of national brands. China FAW Car was acquired by German Volkswagen, and Sichuan Changhong was acquired by Dutch Philips ... 90% of joint ventures in China use the trademarks of foreign investors. At that time, many well-known brands such as Little Nurse, Dabao, Double-faced Needle, Fu Nan, etc. They are all "ignored" by foreign companies, and national brands "evaporate" in foreign mergers and acquisitions. It is particularly noteworthy that foreign capital mergers and acquisitions are all domestic leading enterprises and well-known brands, so that they can dominate the technical standards of the industry and control the whole industry. Enterprises acquired by foreign capital in China have become foreign-funded processing workshops because they have lost their dominant position.
Second, the importance of protecting national brands.
Whether it's the little nurse acquired by L 'Oré al or Robust acquired by Danone, it seems that the promise of developing national brands that we once saw in the merger and acquisition will not be realized in the future. After the merger of national brands, China lost not only a company and a brand, but also the competitiveness and position of China enterprises in this industry. "National, is the world's", this sentence applies to all fields, but those world-famous products have a deep national imprint. When a brand is deeply branded with a certain culture, its influence will expand like the vitality of culture, so as to realize the industrial revival under the cultural heritage, enhance the competitiveness of the industry, and then realize the industrial revival under the cultural heritage.
Third, an important way to protect national brands.
(1) Strengthen investigation and study, and fully grasp the development status of national brands. The industrial and commercial departments should give full play to the functions of trademarks and the advantages of grass-roots organizations, conduct national brand surveys nationwide, establish special ledgers, and comprehensively investigate and understand the difficulties and problems existing in the development of national brands.
(2) Strengthen multi-party linkage, and comprehensively create an atmosphere to support the development of national brands. China's trademark law was revised and implemented for the second time in 200 1 year, and it has been 1 1 year so far. 1 1 years, China's economy and society developed rapidly. While a large number of well-known domestic enterprises have emerged, internationally renowned enterprises have also entered China in an all-round way, and the market competition is becoming increasingly fierce. However, because the Trademark Law has not been revised for a long time, the existing legal norms are slightly insufficient in protecting pools, well-known trademarks and national brands, which is really inconsistent with the current goals of China's economic and social development and encouraging the development of national brands and national enterprises with independent intellectual property rights. Therefore, it is necessary to amend the trademark law as soon as possible. At the same time, the industrial and commercial departments should report the current situation of national brands to the Party committee and government, promote the introduction of support policies, and give more and more comprehensive support and help to national brands in terms of taxation, fees and land.
(three) to strengthen publicity and guidance, and comprehensively enhance the awareness of national brand protection. Mobilize the strength of the national industrial and commercial system, regularly publicize and display national brands every year, and continuously create an atmosphere for the development of national brands. Prevent national brands from being eliminated while being "incorporated" by international capital. Enterprises should have a long-term vision in joint ventures, take the road of independent innovation, and persist in cultivating and using independent brands. Put brand awareness at the forefront of development, set up an intellectual property department, introduce intellectual property professionals, train employees in intellectual property knowledge, and strive to ensure that national brands will not give up or disappear in the joint venture process.