Analysis Of Post Famous Era And Brand Building In China

< p > by the end of 2012, 4486 well-known trademarks were identified only by the State Administration of industry and commerce, which did not include the number of well-known trademarks recognized by the judiciary.

Many enterprises are scramble for famous trademarks.

The government's attention, market competition and consumers' favor make many enterprises strive to win the commentary on famous trademarks.

The well-known trademark is originally a fact finding of trademark popularity and brand influence, but because of this golden signboard, for most people, "famous trademark" means the trust of this brand, but precisely because of this, many businesses use "well-known trademark" to induce or false propaganda to consumers.

So the well-known trademark is chaotic, and consumers are also frail.

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< p > from last year, the third revision of the "a href=" //www.sjfzxm.com/news/index_c.asp "trademark law < /a > has been rumoured, and it is expected to further clarify the principle of" case identification and passive protection ", and will prohibit the use of" well-known trademarks "in advertising.

As expected, the new trademark law was amended at the meeting of the Standing Committee of the National People's Congress recently. It is clear that the use of "well-known trademarks" is prohibited in advertising.

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< p > the government should strengthen supervision.

In the past, for the sake of political achievements, the government took the well-known trademarks of the enterprises in the area as its important work, and commended them in a solemn way, giving generous rewards, so that they could only relax their supervision by seeking quantity.

In recent years, there have been serious quality incidents such as Sanlu, Mengniu, Shuanghui and other famous brands, which has aroused strong repercussions in the society.

And these brands have a common coat -- China's well-known trademark, which has led to the damage of the credibility of the government.

Therefore, government departments should rethink that strengthening supervision is a kind of care for enterprises and will enable enterprises to live better.

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< p > famous or famous brand enterprises should treasure their achievements and brands, and try to polish them up brighter, so as to bring greater business value and greater social influence to enterprises.

However, some people put the cart before the horse, honing the well-known trademarks, causing a large number of enterprises to sleep in the glory of famous trademarks, and to relax the quality of products and internal management, so that well-known trademarks are no longer trusted.

In recent years, Sanlu, Mengniu, Shuanghui and other famous brands have successively suffered serious food safety incidents, which is a typical example of this aspect.

The public has more doubts about well-known trademarks. They can not distinguish the true from the false and turn to the real quality.

It can be said that the well-known trademark used for publicity is just a false name, and it is easy to mislead consumers. Now the law has made a ban on the use of well-known trademarks for propaganda purposes, and has really restored the original meaning of well-known trademarks. < a href= "//www.sjfzxm.com/news/index_c.asp" > well known < /a > is just a means of protecting trademarks, and can be used as a weapon of safeguarding rights.

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< p > we must solidify and protect the intellectual property rights of enterprises, so as to form their own legal rights and enterprise assets. This is the real basis for safeguarding rights.

This also allows enterprises to be less gingerbread and shortcut, and really intensify their efforts to grasp the internal management of enterprises and accumulate real brand value step by step.

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< p > Jobs, because of innovation, has launched the global iPad, iPhone and other products. This is a typical example.

In the ceramic industry, Monalisa's snowflake white, ceramic sheet, Dongpeng's Golden Flower beige, and simple marble tiles create an era, which is a typical product force.

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The core of < p > a href= "//www.sjfzxm.com/news/index_c.asp" > brand building > /a should pay attention to the demand of consumers, and the core of demand is quality.

In the past, why did consumers choose the balance of their products to be biased towards well-known trademark products?

But now the well-known trademark has collapsed in the public consciousness because the well-known trademark products deviate from the basic problem of consumer's most concern -- product quality, that is, whether the product conforms to the national and enterprise standards, whether it is safe, whether it brings safety hazard or health damage to consumers or users.

If even the most basic quality is lost, where is the brand and the famous name, the skin is not stored, Mao will be attached? In the age of lack of quality and security, who can guarantee and seize the core of quality and safety, who will be more likely to stand out, reshape and promote their brand.

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< p > brand building needs to strengthen pre sales, post and post sales services, and do well in CRM management.

Now has entered the era of experience economy, brand creation is generated in the process of consumer experience.

And service is the core of the experience economy. Only when the service is good, consumers will have a better understanding of the experience process of products or services.

As we all know, on Taobao or Tmall, the treasurer will try every means to provide considerate and meticulous service to their parents. This is unthinkable in the past. On Taobao or Tmall, relying on services, there are also a large number of reputable e-commerce brands.

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< p > the era of "famous" has ended, and the era of well known era is coming.

Although well-known trademarks can no longer be used for publicity, our vast number of enterprises still have to go forward in pursuit of the famous road.

But in the future, it is no longer a false name or honor. It relies on quality, service and good faith and reputation to occupy the hearts of consumers and get the true recognition of consumers.

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