Trademark Design Knowledge Collection - Overview of Trade Marks (I)

Chapter 1 Concepts and Functions of Trademark Marks

Section 1 Trademarks are the marks and symbols of goods.

Signs. A symbol that represents a particular thing or institution and has a special meaning or symbolic meaning.

Trademarks and logos have many similarities in nature, characteristics, and forms of expression. Some factories and companies' logos are often trademarks of their production or dealer products. However, there are some differences between the two. Trademarks are mainly used in commercial activities. They are the guarantees for the quality of products by producers and the basis for consumers to identify goods. There are many forms and types of signs, such as industrial signs, conference signs, traffic signs, exhibition signs, etc., which are the exclusive representatives of a certain thing or organization.

Trademarks as a form of mark, in the economic activities of the modern society, can distinguish products or services of commodity producers or commodity operators, establish the image and reputation of the enterprise itself, and promote advertising and promotion of the industry and compete in the industry. Powerful tool. A famous trademark. It can bring huge wealth to enterprises and become intangible assets of enterprises. This intangible asset even exceeds several times that of corporate tangible assets. Therefore, trademarks are protected by the laws of various countries and are the passports for international multinational marketing. In the context of China's current socialist market economy, trademarks are powerful Tools for promoting production and marketing, prospering and regulating markets, expanding foreign trade, and safeguarding the interests of commodity producers and consumers, and play an important role in the development of a socialist market economy.

I. Trademarks indicate the producers of goods

The difference between the same kind of goods produced or operated by different companies is the most essential and basic role of a trademark. In the modern commodity economy society, there are many companies that produce and manage the same type of goods. Through the use of trademarks, companies can distinguish their own products from those of Others. Establish its own brand reputation and provide the market with good quality and reasonable price products to ensure that the company's products have a place in the market. In the market, consumers may not know the name of the brand-name company, but it is easy to remember the trademark of the brand-name product. For example: Changhong, Panda, Konka, and Panasonic, Hitachi, Toshiba and other brand-name televisions, people are buying through the trademark: This means that these brands of TV's market share is significantly higher than other brands of TV. These companies use the power of brand names to expand the scale of production and obtain high profits. Therefore, brand-name trademarks are priceless.

Second, the mark indicates the quality and reputation of the goods

Consumers recognize the purchase of goods. Most of the selected brands are reputable products. The credibility of the trademark depends on the quality of the goods. Quality includes not only the intrinsic quality of the goods, but also the external packaging and decoration, the quality of sales services and after-sales services, as well as the rationality of commodity prices and the characteristics of the goods. Therefore, a well-known trademark brand depends on the quality and reputation of the product. Genuine goods, once their trademarks are trusted by consumers, will have great attraction and powerful vitality. On the other hand, if we do not attach importance to the quality and reputation of the goods, no matter how wonderful the praises are, how much it costs to advertise, it will not be recognized by consumers.

Third, trademark is a means of marketing competition among enterprises

The marketing competition behavior between enterprises is the operation of each company, in terms of product quality, variety, price, sales, service and so on. The general term for the various production activities and business activities that have been made to achieve corporate goals. It is embodied in the market competition among sellers, buyers and between buyers and sellers in the course of business operations, and various types of business competition among enterprises. The marketing of enterprises is carried out in the environment of market competition. Marketing will inevitably lead to competition among enterprises, and competition will inevitably penetrate the whole process of marketing activities. The company's marketing competition activities are centered on commodities. The products produced by two different manufacturers of the same category must be compared after they enter the market: the first is the comparison of the value of use, and the second is the comparison of the level of value. Commodity sellers want their goods to be sold to realize the value of the goods. And commodity buyers want to buy more valuable products with lower prices to meet their own consumer needs. Therefore, the marketing competition activities among enterprises are concentrated in the quality and price of the goods. To achieve a good trademark reputation, the public should be made aware of the characteristics of the goods. The trademark mark is the best medium for these activities. The trademark mark contains the quality of the company's quality and the degree of quality assurance, is a concentrated expression of corporate reputation, is the company establish a good image, open commodity sales, occupy the market an important marketing and competition means.

Fourth, the trademark is the intangible asset of the company

There are two kinds of corporate assets: one is tangible assets, and the other is intangible assets. Tangible assets include machinery, factory buildings, transportation vehicles and other equipment. Intangible assets include assets that do not have a material entity, such as patent rights, trademark rights, copyrights, service marks, and business reputation. In the world, the value of intangible assets of some brand-name companies is much higher than the value of corporate tangible assets and annual sales. The profits created by intangible assets are much higher than the profits that can be created by general production materials and production conditions. According to statistics of the world's authoritative institutions in 1991, the most valuable brand in the world is "Marlboro", worth 31 billion US dollars, which is equivalent to twice the annual turnover of the company. The second is the “Coca Cola” brand valued at US$24.4 billion, which is equivalent to three times the annual turnover. The third place is "Budweiser" beer. Worth $10.2 billion. Followed by "Pepsi". 9.6 billion U.S. dollars; Nestle Coffee, 8.5 billion U.S. dollars. There are two reasons for the formation and gradual value-added of these world-famous intangible assets: First, they are closely related to the company’s product quality, service quality, and market share. At the same time, there are solid tangible assets as the foundation. The second is the cohesiveness of the company. , social reputation, marketing network, internal management, advertising and promotion are closely related. The trademark is the face and the banner of the company. The reputation of the trademark becomes the life of the company. The efforts of companies to improve product quality, reduce costs, provide quality services, carry out advertising campaigns, and actively participate in social and public affairs, and establish good public relations will all condense on trademarks. With long-term accumulation, the value of a trademark will also increase. 3. Brand brands need to rely on large-scale, strong advertising campaigns to become brand names. But this alone is not enough. The core of brand-name products is good product quality and quality, good service and good social reputation and social image. And these have to rely on the long-term efforts of the company to form.

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