Roshu: For others to do wedding clothes, who to protect our brand intangible assets?

In a short time ago, Foshan TV station Xiao Qiang hotline reporter interview, for the recent Foshan residents She Wei star registered, including Carlsberg, silver bullets, such as beer http://www.aliyun.com/zixun/aggregation/8890.html "> Brand Extension trademark and France Bordeaux Franco Dragon, Dusamilon, Chiron family, such as red wine brand trademark news reports, I have put forward the view that the brand is not virtual not visible, and not just a few ads can be established, the brand is a complete system, it needs the enterprise with strategic vision to plan, intentions, Down-to-earth to operate.

In our country's previous trademark protection law, trademark application and protection are followed by the first to apply for the principle of first, She Weishing so registered including snowflakes, triumph, noodles PA about 119 or so international or domestic well-known trademarks, and obtained the relevant certificate (source www.xiepp.com).

Among these brands, it is easy to find some brands that we can comment on. For example, domestic well-known red wine brand, if She Weishing really sue Xinjiang building Blue Wine AG, Lou Lan loses. or She Weishing Use this trademark to register and develop a brand of red wine business, which means that the Xinjiang Building LAN Liquor Co., Ltd. to the brand of the early stage of the branding investment, all for others to do wedding clothes.

This is a big mistake for a brand operator. Regardless of Xinjiang mansion Wine Industry Co., Ltd. previously stressed that it is how to "pay attention" to the brand operation, the only thing that has crushed its false "brand view." We may even ask: what are their brand managers doing? Advertising？ or activity planning? Obviously, this is also the profession's unprofessional and dereliction of duty.

But such things, in our country, there are not only such a well-known enterprises, there are many similar enterprises have a misunderstanding of brand awareness and brand protection do not pay attention to the phenomenon, it is a very terrible thing.

From Lenovo to Lenovo, Acer changed to ACER,TCL domain name began to be registered, about intellectual property protection, the protection of brand name on the basis of the problem has never stopped, but today, we can still see "Little Li Yuchun" was registered, "Zhenjiang vinegar" trademark lawsuit ridden. It seems that the pain has never extended to itself, and the enterprise ignores its important influence.

From the brand point of view, the trademark is basically with the brand logo and brand name is coincident, for the brand, a concise eye-catching full of the connotation of the brand logo is an important prerequisite and basis, but how to manage and protect the brand, brand practitioners or business enterprises, is also very important.

"Our biggest asset is the 4-letter ' Sony ', which is not our building or factory or engineer, but our name," said Mr. Ohgo, chief executive officer of Sony, Japan's former chairman. ”

Coca-Cola's president once bombast: "If the Coca-Cola Company in all the world's factories, one night by the fire destroyed, then it is certain that the big banks will be scrambling to provide loans to the company, because the Coca-Cola brand on the head of any company in the world, it will bring a lot of money ”

These examples prove that the brand as a kind of enterprise assets, although intangible, but its value is really real. Once the protection is weak, such as being caught and used by others, it is tantamount to handing over the assets to others.

Contrary to Li Yuchun, the same celebrity Yao Ming, in his own brand protection consciousness is much more sensible, because he has already registered with Yao Ming this name matching industry trademarks, to anticipate, prepare for a rainy day.

A few days ago at a friend's party, several friends engaged in brand-building work on clothing companies talked about how much they had invested in CCTV this year, how many medals they had received and the speeches they had attended in the relevant forums. Finally I said: How many he did you take? A few friends all Leng a bit, finished Whisper smiled and said, of course many.

I think that when a company's brand-running position becomes a poor oil, when the brand practitioners talk about brands do not know what is called positioning and core value, what is called brand integration image, what is called differentiated brand image, what is called crisis management, and blindly pay attention to advertising, in fact, many enterprises are dangerous.

Focus on the reality and details of the brand, pay attention to the brand's planning, pay attention to the inner construction of the brand, less tricks and the pursuit of one-night fame, perhaps, we will not like now sigh that we are always catching up with international enterprises.