One Enterprise Brand and one image

Danish brand image design guru John Adam limber talks about brand building

On October 16, 2006, at the "Brand Design Forum" of Guangzhou International Design Week, held at the Oriental Hotel, Denmark's renowned brand image design master and Chief Consultant of Design Week, John Adam Lin Bo, liu Ge, a well-known domestic designer and brand strategic planning expert, and John lujie, an expert designated by the European Commission in the field of intellectual property rights, gave his own opinions on corporate brand image design and related legal questions, and answered
Ask a question.

Avoid trademark infringement: conduct more investigations and hire local lawyers

Lawyer John lujie pointed out that trademark selection should not only be a sign, but also focus on the differentiation of trademarks. For example, if you do not use a trademark similar to a famous brand such as Microsoft, it will be difficult to register successfully. In addition, the pronunciation and meaning of trademark names should also be studied. At the same time, avoid using complex names, such as names with geographical names.

He pointed out that, in the opinion of Westerners, Chinese words are like pictures. If Chinese characters are used as trademarks, Westerners will not understand the meaning of these pictures and will use them elsewhere. Therefore, he suggested not to use Chinese characters as trademarks, to convert Chinese characters into meaningful images, or simply use English letters.

In addition, in order to avoid unintentional infringement, you must study the local market before registering a trademark to avoid using a trademark similar to a sound. He suggested that the study be conducted by hiring a local lawyer or business organization.

In addition, the logo and company name should be registered separately, so that even if the company name needs to be changed, there is no need to change the product logo. All products and services must be listed at the Registrar's bidding. The wider the product, the better.

He also pointed out that if a trademark is registered through the World Intellectual Property Organization (WIPO), the trademark can be used in 60 Member States of the Organization, but the cost is high. In the EU, trademarks are registered through the Trademark Registration Board (CTM) and can be used in all EU countries. The cost is only 1/5 of that of WIPO.

The premise for creating a brand is that the product is sold well enough.

In his speech, John yarang Lin pointed out that the brand is not a sign, but a platform based on services, production and products. enterprises can use this platform to present their own images. He repeatedly stressed that "one enterprise, one brand, and one image" should be required ". To design a brand, we should first find out the market position of the business, the core value of the brand, and the mission of the brand. With a good positioning, the brand image can be applied to enterprises and products.

He also said that the premise for brand building is that the product has been sold well enough to start brand planning with the support of the product brand. No matter how many products a company has, it must have a unified image to support each product with a large brand. The core value of a brand is to repeatedly "tell the same story ".

Finally, he stressed that the company name is very important. A good name should be easy to remember and can be well distinguished from other competitors.