Foreign Trade Enterprises Pay Attention To Trade Mark, Trademark Is Not Equal To Brand.

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When preparing to do the domestic market, the enterprise has produced several brand names (accurate trademarks) for various reasons.

As we all know, trademarks are not brand names.

It is very easy to create a trademark: to name a product, including a plan or even a conceived product, and to design a pattern, registered by the Administration for Industry and commerce, has become a trademark recognized by law and protected by law.

However, a brand starts with a trademark, but one brand does not differ from one brand.

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A trademark needs to give a lot of valuable information or connotation, and let many people remember it, willing to buy it, so it can be called the real meaning.

And this process is very difficult and long.

To this end, I think foreign trade enterprises, especially small and medium-sized foreign trade enterprises are seeking to pfer.

At the same time, instead of launching several brand names at a time, it is better to concentrate and concentrate resources to make a trademark brand in a real sense.

This is the so-called "multi life" rather than "eugenics".

Some foreign trade enterprises are seeking "change".

When it comes to creating multiple brands, it often occurs in one or more of the following six reasons:

Many famous brands have been successful in many famous brands, such as large automobile companies, large food and beverage companies, big build village companies, large liquor companies, large cosmetics companies, and large tobacco companies, which have successfully launched different brands to the same geographical market. Therefore, they believe that many brands can also be successful.

Previously, it has launched a brand to the domestic market, but in practice, the name of the brand is not loud enough, or the LOGO design is not good looking, so the plan is to change a brand.

However, because the former brand has already had some influence in the market, the replacement may cause losses or cause confusion, so we decide to adopt the "double brand" operation at the same time.

I feel that my existing products are not ideal, and we are going to develop new products that meet the needs of the market and represent the company's image. We hope to use the new brand to represent the new products that are being developed or planned to develop, and represent the original product series with the original brand.

At the same time, we plan to launch three grades of high, medium and low products to meet the needs of the high-end, middle and low end users in the market.

Because of fear that the same brand will cover different grades of products, especially the fear that low-grade products may affect the image of high-grade products, more than two brands will be separated.

We plan to introduce products of different categories to the domestic market, so we use different brands to differentiate them.

Driven by clever psychology, it is believed that one or more brands should be copied in the same or similar mode, looking for new distributors and opening up new sales channels.

It is not that it is not desirable to adopt multi brand operation, but for the vast majority of small and medium-sized foreign trade enterprises, it is probably a big mistake to open up the domestic market and adopt multi brand operation.

Small and medium sized foreign trade enterprises have three risks to develop the domestic market.

First, the resources that can be used for domestic marketing are very limited. The adoption of multi brand management means that we need to use very limited resources to cultivate multiple brands that demand unlimited resources. The result is probably that every brand is not big.

Second, multi brand management requires excellent marketing decision-making and management capabilities, so as to effectively deal with the order of priority development of brands, the relationship between sales channels, and the problems of consumers' cognition, which are all very challenging.

Small and medium-sized foreign trade enterprises generally lack experience in this field. Adopting multi brand management is likely not only to build bad brands, but also to bruise the spirit of opening up the domestic market.

Third, the adoption of multi brand business is mostly based on opportunistic mentality.

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In the small and medium sized foreign trade enterprises that are just starting up, the existence and spread of this mentality will make enterprises do.

The mindset tends to be impetuous, which will have a negative impact on the steady and rapid development of enterprises, which will far outweigh the positive results.

In other words, small and medium-sized foreign trade enterprises are

In terms of brand building, it is best to adopt the policy of "single child care".

If it is necessary to issue more brands, it is recommended to wait until the annual sales volume reaches 500 million yuan in the domestic market.