Arris-22 marketing rules (22 Business Rules)-12

Arris-22 marketing rules (22 Business Rules)
12. Trademark extension rules
The expansion of the trademark series will inevitably give people the impression that the trademark is the same if it violates
If any rule is worthwhile, I'm afraid most American companies will be in jail.
Penalty.
So far, one of the rules described in this book is the trademark extension law.
Even worse, trademark extension is a continuous and almost natural process. That's it.
It does not happen with the company's intentional efforts. As the wardrobe or desk drawer is stuffed
Full, But this is by no means what you intentionally did.
One day, a company will concentrate on producing some highly profitable products. The next day, the same company
It may be able to focus on a variety of products and suffer losses.
Take IBM as an example. Several years ago, IBM concentrated on mainframe production and made a lot of money. Today,
IBM produces everything, but almost cannot maintain a balance of payments. For example, in 1991, IBM's operating income
It's $65 billion, but it's actually a loss of $2.8 billion after the balance of payments, which is almost equivalent to a loss of 800 every day.
Tens of thousands of dollars.
In addition to selling mainframes, IBM also sells personal computers, laptops, workstations, computers,
Software, network, telephone, etc. In short, what you want is what it has. IBM even tried
Standalone entry into the home computer market.
At the same time, IBM suffered huge losses in the following business areas: Selling photocopier companies to Ke
DA Company; sold rolm to Siemens; closed commercial satellite systems; barely maintained prodigy
Network. In addition, it is also frustrated in business fields such as SAA, topview, officevision, and OS/2.
Discount.
When a company makes amazing achievements, it will always broadcast the seeds of future problems. Take Microsoft public
As an example, the company is the most successful company in the software industry. (Although Microsoft has only one
The stock value of an automotive company of 1/5 is higher than that of General Motors .) Microsoft Classics
What is Camp strategy? In a word, the more the better.
"Microsoft claims that
In the various major software markets of the domain, it must seek a dominant position ." The magazine said, "the company
Michael merples, Senior Deputy Manager of the software application division, suggested that Microsoft should
."
Who is it like? Like IBM. Microsoft wants to be the next IBM, but at the same time it
It also has various negative meanings of this name.
Microsoft is a leader in the field of personal computer operating systems, but it is still tracking the following
Leading field: Table (Lotus is a leader), Word Perfect
Is a leader), as well as business charts (the former is the Harvard chart of SPC software Publishing Company ).
Microsoft is pursuing development by expanding to new fields (such as pen-input computers. Recently,
To enter the database software field, Microsoft acquired the fox software company for $0.17 billion.
(What do you think is the result of replacing "Fox" with "Microsoft ?) There are signs that show Microsoft public
Weakness of the company's strategy. Economists reported in early 1992: "Mr. Gates will
A product with a common technology as the core is integrated and will compete in almost the entire software industry
Competition: from the mainframe to the minicomputer, from the operating system to the chart program that draws various charts for managers.
No one in the software industry can successfully implement such a complex development plan-although IBM once
I tried but failed ."
When you try to meet all the needs of everyone, you will inevitably encounter troubles. I
A manager said: "I would rather be strong in one aspect than weak in all aspects ."
In a narrow sense, he said, trademark extension is to use a successful product (such as A-I steak sauce) Trademark
To a new product you plan to launch (such as A-I chicken sauce.
This seems logical. "The A-1 we produce is the rule of the steak dressing Market
Excellent products. However, people are switching from beef to chicken, so we are launching chicken sauces.
Product, and still use the trademark of A-1. This is even better. In this way, consumers can be aware of this
A new product also comes from a manufacturer that produces a wonderful A-1 steak dressing ."
However, marketing is the competition of ideas, not the competition of products. In users' minds, AI
Not only is it a trademark name, but it represents the steak dressing itself. When you say "please
When handing me the A-I, no one will ask: "What kind of A-I ?"
Despite spending $18 million in advertising, the launch of A-I chicken sauce
The old one is an unfortunate failure.
There are as many trademark extensions as the galaxy in space, and there are new ways of doing so every day.
Invention. In the long run, trademark Extension Strategies have almost never worked in the face of fierce competition.
Creating fresh flavor is a popular strategy to expand market share. More colors
More, the larger the market share, which seems to be correct, but this is not the case.
When Qi Xi was a non-Cola Lemon soda drink in 1978
5.7% of the soda beverage market. Later, the vendor added Jin Qixi, cherry Qixi, and hybrid
With seven XI and other varieties. Today, Qixi's market share has dropped to 2.5%.
Wherever you go, you will see extensions of various trademarks. This is why the store is full
One of the reasons for the same trademark.
Without exception, none of the leaders in a category of products are extended in the trademark series.
Brand. Taking baby food as an example, cobao occupies 72% of the market, leading beechat and Heinz,
The latter two are the expanded brands.
Despite the fact that trademark extension cannot work, companies are keen to do so.
Are some examples:
Ivory brand soap, ivory brand xiangbo?
What kind of spam cookies are there?
Bike lighter, bike stockings?
Channell fashion, men's channell?
Is there a tanium tokuchi or a vodka in a tank?
Kurl beer, kurl drinks?
Henshipex presto, henshiba baby food?
USA Today, the "USA Today" program?
Adidas shoes, Adidas cologne perfume?
Pierre Cardin fashion, Pierre Cardin wine?
Levi's jeans, Levi's shoes?
"We want to expand the company's main capacity," said Ed fogti, president of corpute-palmorliff.
To use a trademark to develop new products ."
David W. Johnson, general manager of camepel supp, believes that "expanded use of high-quality,
The best-selling product trademark is always better than the new trademark ."
"We stick to the single trademark letter
Read. We will continue to extend Del Monte's brand to new products ."
Daniel Abraham, president of the super diet food company, said: "We will launch what is called Super subtraction.
Fat-attached soups, pasta, salad dressing, soda, juice, and new concentrated catering drinks ."
A large number of facts prove that trademark extension is invalid, so why are senior management personnel still
Believe it? One of the reasons is that, in the long term, trademark extension will cause you to fail, but in the short term
But it will make you succeed (see article 11th: the long-term effect rule ). Managers are also directed to the company and
Its trademark has a strong sense of attention and blindfolded, despite the experience of light Pepsi and Pepsi before noon
The failure resulted in the launch of Crystal Pepsi.
More is less. The more products, the larger the market, the longer the front, and the less money you earn. To
"It seems to be the competitive slogan of various companies. When will they know about trademark expansion?
What is the consequence of the exhibition that will eventually lead to elimination?
Less is more. Today, if you want to succeed, you must concentrate on the consumer
To consolidate your position.
What does 1bm represent? In the past, it represented a large computer. Today, it represents everything.
It means nothing.
Why is westles-Rook in trouble? It is because it tried to satisfy everyone
All requirements. Siles once specializes in durable consumer goods, and later developed consumer goods,
Even fashion business.
According to the traditional concept, the business strategy is usually all-encompassing. In other words, its strategic thinking
All products and services that the enterprise currently and in the future produces.
From a traditional perspective, the company's business strategy is like a tent. Your tent is big enough to accommodate
All the things you want to load.
IBM has built a huge computer tent. Today and future computers
Everything in the field will be put into this tent. When new companies, new products, new ideas invade into the market
In the computing market, IBM tents will be swept away by the storm. Rapid development like computers
In the market, IBM cannot protect itself, even though it is a company with powerful financial resources. From the strategic point of view
Degree of view, you must be able to make flexible choices, to select the appropriate areas and locations to camp.
General Motors adopts the same business strategy as IBM. General Motors wants to get involved in all
Types of automobile markets: cars, racing cars, cheap cars, luxury cars, trucks, vans, and even electric vehicles
Car. What is the general company's business strategy? That is to say, as long as we run on the road, we need to produce.
For many companies, trademark extension is a simple method. Introduces a new Trademark
It requires not only money, but also creativity or ideas. A new trademark must be
The first product of a New Type (see article 1st: market leading law); or, the new trademark shall be
Exists for the opposite of leading products (see article 9th: For Rule 1 ). Develop and wait for one
New market companies often find that these two leading positions have been occupied by others, so they cannot
Does not rely on trademark extension policies.
The best prescription for trademark extension is the company's courage, which is often the most lacking.