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What Kind Of National Brand Do We Need?

2012/3/7 11:00:00 3

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If Jordan is a national brand, many people may be confused. If Jordan is not a national brand, he may be regarded as ignorant.

Recently because

Michael Jordan

Jordan sports, a petition and "world-renowned", is busy making a name for himself.

It is the key link of Jordan's sports to prove that it is the national brand of Jordan.

On the one hand, it successfully registered Jordan's Chinese trademark in the Chinese market. On the other hand, it blurred the consumer's cognition in reality and quickly opened the market with the help of the influence and the foreign name of basketball players.

A questionnaire survey showed that the number of

motion

In the brand, respondents generally know that "Nike" and "ADI" are foreign brands, and 95% of them will regard China Jordan as a foreign brand.

Walking in the gap between reality and law, Jordan's sports business is smart and even sly.

As a trademark and brand that has been legally used in China for 12 years, Jordan, the "flying man", wants to lay it down at a legal level. I am afraid it is not easy to throw a basketball into the basket.

As a matter of fact, it is impossible for people to speculate on the underlying motives of the "flying man" when he chooses to launch a high-profile bombardment on the eve of Jordan sports listing.

More than 10 years later, it is now only to maintain "personal reputation". It is hard to escape the suspicion of "letting fish grow". More importantly, the current sports brand has entered a desperate situation. Nike, ADI and other international brands are eyeing the Chinese two or three line market. This area is the base of local sports brands such as Anta and Jordan sports. Nike also has a "Jordan series", which is directly attacked by Jordan.

The business background of the lawsuit broke out in the Olympic year.

Protecting the name or making profits, Jordan's act of safeguarding China's rights profoundly reveals the embarrassment of our "national brand".

Jordan sports denied that "celebrities", but even the names of Jordan's two sons were written in Chinese, Pinyin, and variant trademarks. What's more, the cousin cousins of Jordan family like "little Jordan", "Qiao Dan" and "Dan Qiao" were also "beat it all up" and accumulated a total of 131 registered trademarks.

To some extent, the more and more the so-called defensive trademark registration is, the more obvious the self-confidence of Jordan sports brand is.

What kind of national brand do we need? Maybe borrowing and imitation is a necessary process, but we need to learn and create more.

If we pursue a thorough "bringing up doctrine" or win the market in a short time, we won't respect it. The greater cost is the erosion of the power and gene of innovation.

market

The establishment of brand in the economy needs the precipitation of its core cultural value, the process of self exploration of brand connotation, and its traceable history.

If not, perhaps one day, Kobe, Ross, James, Wade and many other stars may also become our national brands. This is the blaze of our commercial wisdom, the exertion of creativity, or the embarrassment and sadness of national brands. The answer is self-evident.

"The nation is the world", "the world is not necessarily a national".