How can companies create world-famous trademarks
Trademarks have become an important way for enterprises to participate in global competition, develop international markets, and gain huge economic benefits. Effective business tools, this brings real opportunities and severe challenges to Chinese enterprises in creating world-famous trademarks.
If Chinese companies want to create world-famous trademarks, they can The following methods:
(1) Establish Strong strategic awareness of international trademark development and the ambition to dare to compete.
The main obstacle for our country to create world-famous trademarks is Most companies lack a true sense of brand concept and trademark strategy. Although the quality of a large number of our country's products is almost the same as that of foreign brands, and some even exceed foreign products. There are also many "world famous brand products" that are entrusted to be produced by Chinese companies. However, due to the lack of the ability to create markets and operate brands, these excellent products have The products have failed to gain a dominant position in the market. As a well-known Chinese entrepreneur said: "China has no shortage of excellent companies and excellent products. If Chinese companies and products want to go global, they must establish awareness of well-known trademarks." , give full play to its own advantages, establish high ambitions, and strive to create a company with Chinese characteristics through long-term and unremitting efforts.It is a well-known trademark with Chinese characteristics and recognized around the world. ”
(2) Introduce the trademark to the international market to specifically refer to the goods or services, so that many international publics will be familiar with the trademark.
The emergence of a well-known trademark depends on the popularity of the trademark. The premise of being famous is that the trademark specifically refers to must be sold in some countries and regions in the world. goods or services, so that the trademark is known to the relevant public on an international scale. Therefore, one of the strategies for the development of well-known trademarks is to enter the international market within a certain period of time to specifically refer to the goods or services and sell the goods in other countries. Or provide services and make the trademark known to the international public through advertising.
(3) Enterprises need to formulate a comprehensive plan to develop well-known trademarks.
Well-known trademark development strategy is a comprehensive plan that sets clear objectives, goals, methods and policies to guide the company's development over a long period of time. International business activities in order to achieve stable development in the international market and gain international visibility of the trademark. This plan should include:
First, evaluate the product and international market, that is, select the target product and target market;
Second, determine the objects and goals to be achieved in the target market;
Third, choose the entry mode to penetrate into the target country, including export, contract or investment modes;
Fourth, formulate a market development plan to penetrate the target market, such as Price, promotion, sales network, etc.;
Fifth , establish a control system for tracking and supervision in the target market, and revise the entry strategy based on implementation deviations.
(4) First become a well-known trademark recognized by China, and then pass the international recognition of well-known trademarks.
Although the Madrid Agreement and the Protocol on the International Registration of Trademarks have made the international protection of trademarks more convenient, it still needs to be registered in all countries and in all international categories. It is impossible to register a trademark. In this regard, an enterprise can first become a domestic well-known trademark through China's self-identification, and then become an internationally well-known trademark through international recognition and anti-dilution protection of well-known trademarks. This can effectively prevent foreign snatching Note, it can also accelerate the improvement of China's famous name to an internationally famous one.
Creating China's well-known trademarks and improving the competitiveness of Chinese enterprises in the international market are the fundamental purpose and main tasks of China's trademark work. Creating world-famous trademarks is a long-term and complex systematic project that requires enterprises to be very Pay attention to researching and applying correct strategies and tactics. Over the years, we have made unremitting efforts for this. In the face of new situations and new environments, we need to work harder and actively make new contributions.
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