The Role And Value Of Trademark In The Development Of Enterprise Brand

With the development of economy, people's material

So what is a trademark? The word "brand" comes from the ancient Norway character brandr, whose Chinese meaning is "brand". At that time, Western nomadic tribes made different marks on horseback to distinguish their property, which should be the earliest trademark mark.

First of all, from the perspective of demand.

Consumer demand can be divided into material needs and psychological needs.

Material demand is very simple, in fact, is to buy the physical uses of this product, such as clothing, food, housing, and so on.

Psychological needs are more complex, such as emotional expression, identity, grade, personality and so on.

When consumers are using goods, they not only meet material needs, but also pursue psychological needs.

Second, from the perspective of competition.

Trademark is the product of market competition. Trademark can play a role in avoiding homogenization competition, establishing competitive advantage and attracting consumers in the process of competition.

When a brand or brand is left in an industry, its existence is not significant.

It can be seen that trademark is not simply a name or popularity, but a trademark is the whole experience of consumers and products, and it is also a means for enterprises and competitors to compete for consumers.

In order to survive in the fierce global economic competition, Chinese enterprises must fully understand the important role of trademarks in the development of enterprises.

1, trademark is the owner's mark.

With the development of market economy, the identity of products is increasingly expanding. Trademarks, as the symbol of owners, create differences in products and are convenient for consumers to identify and choose.

The trademark recognition function is the most basic function of many brands.

Trademark is a concept of the whole. It embodies the quality, personality, reputation and consumer's identity of a product or service, so that it is different from other products or services. This greatly reduces the time and energy spent by consumers when choosing goods. Therefore, trademarks are actually invisible identifier of product differences.

Brand in the minds of consumers is not only a product identification mark, but also represents the manufacturer's management characteristics, quality level, image reputation and so on.

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2, trademark is the last "barrier" for enterprises to avoid homogenization competition.

In today's society, the market competition is becoming homogenized. The products, quality, service and process of enterprises are easily copied and imitated by competitors. However, trademarks are unique, and competitors can not take them away and learn not. Therefore, trademarks are the last "barrier" to prevent enterprises from falling into the homogenization of competition. They are the core competitiveness of enterprises to participate in market competition, and they are "killer mace" for enterprises to conquer the enemy.

On the one hand, some enterprises without trademarks rely on product competition, price war, and cannibalism. It is difficult for them to survive. On the other hand, some enterprises rely on excellent trademark brands to form oligopoly, such as entering an uninaccessible environment.

3, trademark is a guarantee of quality and reputation.

Consumers can not understand each other when facing the dazzling products. Trademark is a guarantee of quality and reputation, representing the quality of products, representing the credibility of enterprises, so that consumers can buy reassurance.

Just like the fruit tree effect, if the trademark is taken as a tree, the product is the fruit on the tree. If the consumer picks up a fruit and tastes it sweet, then he will believe that other fruit on this tree is also sweet.

4, trademark is the risk reducer for enterprise operation.

With the development of economy, market competition is becoming more and more intense, products have a life cycle, stock market has fallen, and capital operation risks and interests coexist. Only excellent trademarks and brands can bring long-term successful marketing and profits to enterprises at the lowest risk.

In fact, the brand also manages the past, the present and the future. In essence, it is an enterprise that keeps in the minds of consumers, and a large amount of credit deposit that can be brought back smoothly in the future. It is a treasure house for building a commercial credit that stands in the present and will work for the future.

An excellent trademark symbolizes culture, conveys emotion, embodies quality, and can lead consumers' consumption concept for a long time, and gain consumers' trust and loyalty. Therefore, trademark is a risk reducer for enterprise operation, and it can enable enterprises to obtain long-term benefits.