Brand Value and Protection: The Road to Nirvana of Chinese Furniture

 

A few days ago, the author noticed two pieces of information that made the furniture industry less concerned but notable. The famous red apple and home music were cancelled by the Guangdong Provincial Administration for Industry and Commerce as the title of Guangdong famous trademark. We clearly understand that as a recognized furniture brand in Guangdong and even the domestic market , the strength of these two brands is undoubted. What problems does this revocation reflect? It is not that the company's products are not done well, nor that the brand itself is not competing, but that after the company is enlarged, it does not pay enough attention to the protection of intellectual property rights. The seemingly harmless reason of "not applying for continuation" has led to such an outcome.  

The old tune revisited: China urgently needs strong independent brands  
     For brand protection, has always been the soft underbelly of China's manufacturing industry. The whole world is talking about "Made in China, not created in China". In fact, the reason is not that the Chinese really did not create, but because China has not built its own brand. When the positioning of "World Factory" is firmly marked on the head of China's manufacturing industry, when some domestic companies clearly have enough potential to develop, but are limited by their own development because of their lack of attention, we have to say that China urgently needs to have Independent brands with market competitiveness.  
     Independent brand refers to a brand independently developed by an enterprise and possessing independent intellectual property rights. It has three main measurement factors: market ownership, history of production R & D and its position in the entire industry. We say that being an enterprise is like being a human being. We need real materials and down-to-earth, but this does not mean that we can not care about honor. In fact, the building of the brand is to build the foundation. Enterprises use products , culture, history, word-of-mouth, publicity and other ways to build unique brand characteristics. This is the most effective way to find categories in the market with serious homogenization. For this, I believe most companies agree, but do not pay enough attention to such important brand elements as trademarks?  

Pay attention to brand building-the key to maintaining the long-term development of enterprises  
     "According to the provisions of Article 24, paragraph 2 (3) of the" Regulations on the Identification and Management of Famous Trademarks of Guangdong Province ", the trademarks of" Red Apple "and other trademarks that have not applied for renewal after the expiry of the validity period shall be cancelled as Guangdong Famous Trademark Qualification Announcement of cancellation. According to the provisions of the third paragraph of Article 24 of the "Regulations on the Identification and Management of Famous Trademarks of Guangdong Province", the above "Certificate of Famous Trademarks of Guangdong Province" and the plaques withdrawn from the qualification of the famous trademarks mentioned above will be withdrawn. Content, I can't help but feel sorry for the enterprise, gain and lose, and honor and disgrace, the honor depends on us to fight for action. For students, the most severe punishment is de-listing, which shows how important reputation is for a developing individual. The sustainable development of the brand is closely related to the future of the company. In a university such as the market, should our company also pay more attention to the protection of property rights and the construction of brands? Here, the author believes that the first thing to pay attention to the brand is the following:  

1. Attach importance to the registration and protection of brands in the market  
     With the implementation of the "Going Global" strategy, more and more enterprises in China participate in international competition and create and own independent trademark intellectual property rights. This is an important magic weapon for enterprises to win in international competition. Only by possessing world-famous trademarks can the international competitiveness of the enterprise be improved and the enterprise enjoy the respected international status and dignity. Many trademarks in China have encountered such a dilemma. If they want to use domestically mature trademarks abroad, they will also face the problem of infringement. They have to spend a lot of money to buy back their own trademarks, or even re-select the trademarks, and then go overseas Brand expansion in the market. Therefore, enterprises should earnestly study the trademark protection environment and self-protection measures in the domestic and international markets, strengthen industry organization construction, and use international trade rules to protect their trademark rights and interests. Actively strengthen exchanges and cooperation with Chinese and foreign companies in trademark management, use, and protection, and absorb and learn from the successful experience of foreign companies in international trademark protection.

 
2. Striving for well-known and famous trademarks and protecting the brand's reputation  
     Well-known and well-known trademarks are more valuable intellectual property rights in the trademark, condensing the technology and knowledge content of the products, reflecting the corporate culture and credit, representing the comprehensive competitiveness of the enterprise, and having the function of absorbing, gathering and organizing social resources. The process of creating well-known and well-known trademarks is also an important process for companies to move from the region to the country and from the domestic to the international. Those recognized as well-known and famous trademarks will be protected by law more effectively than ordinary registered trademarks. Enterprises should invest sufficient time, capital, and labor to enhance the vitality of trademarks and operate trademarks as intangible assets like tangible assets. Increase trademark licensing, promote the industrialization of trademark use, and increase the market influence of trademarks. Leading well-known and well-known trademark enterprises should be used to reorganize and optimize product structure and industrial structure, and promote economic structural adjustment and economic growth mode transformation.  
     After the arduous development of self-owned brands , some will grow into well-known brands, famous trademarks, and well-known trademarks, which indicates that the development of brands has entered a more important period, and enterprises should pay more attention to the further development of brands at this time and in the future. Famous brands are hard to come by, applying better quality, better products, and more powerful expansion to promote brand development, and should not ignore the further development of enterprises and brands, settle to the status quo, or even relax management and supervision, the result will only be Ruin the brand . Famous brands should be the guarantee of quality. Relaxing their own supervision will only bring a fatal blow to brands. The "Sanlu milk powder" incident has brought profound lessons to all milk powder companies, especially famous brand companies. It can be seen that enterprises should always pay attention to the work of protecting brands, and do not destroy their own brands that are painstakingly operated for a while.  

3. Enterprises take the initiative to protect trademark rights and interests  
     The socialist market economy is a legal economy and a credit economy, emphasizing fair competition and law-abiding operations. Only if everyone respects and protects the trademark rights of others will their own trademark rights not be violated. It is necessary to establish an organization for safeguarding trademark rights and interests, improve the self-protection network for trademark rights and interests; actively cooperate with administrative and judicial authorities, increase the intensity of cracking down on trademark infringements, and build self-protection as the main body, combining administrative and judicial protection with public participation Trademark rights protection system. Industrial and commercial administrations at all levels should unify trademark supervision and services, safeguard rights, and enforce law, further improve trademark administrative enforcement capabilities, effectively protect the legitimate rights and interests of Chinese and foreign trademark owners, and strive to create a fair competition market environment and a public consumption environment .  

4. Promote the development of independent brands with regional brands  
     When it comes to independent brands, people are more concerned about the construction of corporate brands, that is, the company's own production, innovation and brand building. The construction and development of corporate brands are inseparable from the construction and development of regional and national brands. Regional brand is the abbreviation of "cluster regional brand", which refers to a brand that reflects the characteristics of the region and industry based on the dominant industry in a certain region. From an international perspective, many industrial gathering areas are world-renowned. For example, Silicon Valley is a symbol of high-tech enterprises, Milan, Italy is a concentration of high-end fashion, and Detroit is a gathering place for the automotive industry. The most typical is the industrial cluster of Italian Friuli producing seats. The products produced by more than 800 local SMEs all use a unified brand and enjoy a high reputation in the international market.  
     Regional brands are gradually formed along with the rise and development of industrial clusters, and are the carriers of information dissemination of industrial clusters. Regional brands are a new phenomenon of brand development. Regional branding is an inevitable development of the market economy under the new situation and a necessary and powerful weapon for participating in international competition. To improve China's competitiveness and create its own brands, it is necessary not only to give full play to the leading role of enterprises, but also to make full use of the competitive advantages of regional brands.  

V. Innovate to drive brand development  
     The development of the brand is first and foremost a product. The first to support great brands is great products . The product is the best interpretation of the brand. As Schultz, the chairman of Starbucks, who created the brand myth, said: "To build a great brand with a long-term influence, first of all, there must be an attractive product. This is irreplaceable." In view of this, only one product is not enough. For an independent brand to develop better, it needs multiple attractive products to support it. This requires enterprises to increase research and development efforts, constantly improve the ability of independent innovation, and launch more and better attractive products, in order to promote the development of enterprises and independent brands.  

Sixth, enhance the national brand image  
     International brand expert Anholt believes that a good national brand image can strengthen exchanges between the country and the world, attract foreign investors and tourists, and thus accelerate economic development. There are two main decisive factors for national brand image, one is product factor, and the other is national factor. The product factor is the most important factor. Therefore, the national brand can be regarded as the image summary of all products in the country. The significance lies in that, in the international market, the brand effect of the origin image mechanism affects consumers 'perception and understanding of a country or region, and thus influences consumers' purchasing decisions. And this influence in turn affects the performance of enterprises and product brands in the international market.  
     Shakespeare said that the flawless reputation is the purest pearl in the world. For enterprises, this pearl represents exactly development and profit. To stand out in the market, we must polish our own facade, and truly believe that this will become the consensus of more and more enterprise managers.

 

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