A profound understanding of the essence of famous brand name plates can be understood in three aspects: First, brand names are phenomena in the economic field and are essentially intellectual property rights. The second is brand name and culture, which is a phenomenon in the super economic field. Third, brand-name is also a systematic project of society. It has both economic, cultural, and political significance. Brand name is formed by the long-lasting effects of products and services. It is also sublimated into the company's reputation. It is included in the reputation of the company. It is condensed in the small trademark and is widely spread throughout the country. And even the world.
Brand names have enormous effects, and the brand name effect has five unifications: First, intangible and tangible unity. Brand names include open assets and tangible assets, while invisible and tangible assets can be transformed. The second is unlimited and limited unity. Brand-name intangible assets can grow indefinitely and their development is not exhaustive; but intangible assets do not equal unlimited assets, brand-name trademarks can be evaluated, and they can also be traded as limited assets. The third is simple and complex unity. Any brand name trademark should be a simple symbol, should be clear, intuitive, easy to understand, easy to remember, have a very good visual image; but this simplicity is also high-level simplicity, it contains the management of the company's merchandise, technology, marketing, service Connotation can be passed through the various indicators of trademark identification, so it is complex. Fourth, solid and fragile unity. Brand-name trademarks are exceptionally solid, and burns are not bad, but they are extremely fragile. This comes from two aspects: On the one hand, it comes from its own brand, once the brand becomes famous, it is not permanent, it does not cherish, does not respect, and will not be eliminated in the competition; on the other hand, it comes from counterfeit products. The impact will be tragic if the brand name is not protected and cannot be safeguarded. The fifth is the unity of material and spiritual. The brand name is both a material result and a spiritual sublimation. This is the duality of the brand name. Brand-name products give people better material enjoyment, and the brand-name spirit is also a very valuable spirit, which embodies the spirit of total responsibility for consumers, the spirit of product excellence, and the constant pursuit of the business.
Give full play to the role of brand names Since the reform and opening up, with the establishment of the socialist market economic system, the vast majority of commodities have changed from the "seller's market" to the "buyer's market," and the market competition has gradually shifted from price competition to brand competition. The participation of internationally renowned brands in domestic competition has accelerated this process of transformation. Brand names are not only a symbol of the economic strength of a country and a region, but also a comprehensive manifestation of a national and regional humanistic feelings, moral qualities, and values. They are also important weapons for improving product quality, effective means, and market competition.
The implementation of brand strategy is already imperative in our country. When Comrade Deng Xiaoping spoke in southern China in 1992, he said: "We should have our own competitive products and create our own brand name in China. Otherwise, we must be bullied." Comrade Jiang Zemin once explicitly demanded: "Establish a national ambition and create a world famous brand. In 1996, the "Quality Revitalization Program" promulgated by the State Council formally implemented the strategy of implementing brand names. In 1997, the State Economic and Trade Commission and the State Bureau of Technical Supervision jointly issued “Several Opinions on Promoting Enterprises to Create Famous Brand Productsâ€. At this point, all provinces, autonomous regions, and municipalities directly under the central government have formulated and implemented brand strategy, and launched a total of provincial brand names to the society. Nearly 6,000 products. In 2001, with the approval of the State Council, the country established the China Famous Brand Strategy Promotion Committee and officially initiated the identification of China's brand-name products. A total of 180 products produced by 165 enterprises across the country were identified as Chinese brand-name products. Cultivating and developing brand-name products has become an important strategic measure for China's economic modernization.
Now that China has joined the WTO, the Chinese economy has started to talk to the world on a brand new platform. The form of this dialogue is the docking of the market and the market, the convergence of brand names and brand names, and the competition between famous brands and famous brands. There is no brand-name product that is famous in the international and domestic markets, and there is no brand-name product that enjoys core competitiveness in the country and even in the world. If it cannot participate in international competition, it cannot establish its leading position on the open stage, and it is even more difficult to embark on The road to sustainable development. (To be continued)
Brand awareness to create brand name (on)
January 03 03:07:05, 2024
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