Jordan'S Controversy Over Sports Trademark Reflects The Development Of Chinese Shoe Brands
This is an opportunistic adventure. A Chinese company, using legal and market loopholes, named the famous international stars for its own brand, and fully seized the reality of consumers' asymmetric information, earned money and won the market, becoming the top ten brand of Chinese sports shoes.
If the day is full, then the moon will be lost. If you tie your brand to someone else's chariot, sooner or later you will be dragged down by others. Not to mention an unrelated person, an unrelated celebrity.
Jordan
When he spoke, he began to sue Jordan's sports shoes brand by infringement. It was also rumoured that Nike was behind the scenes.
Jordan sports shoes infringement, I believe the final result has been clear, since it is the neutral space of the law will not infringing, Jordan's Chinese character registration is the best evidence, not to mention the name plated by Jordan in different regions is different, so infringement can not be mentioned.
What matters is that the prosecution sent a clear message to the society and conveys the truth of the lie caused by asymmetric information for many years, that is, Jordan sports shoes have nothing to do with the American Jordan stars. This is the core of the life injury that will soon cause damage to the Jordan sports brand.
No one will doubt that the growth of Jordan's sports shoes is closely related to Jordan's fame. All those who buy Jordan's sports shoes take action because of Jordan's fame and love for Jordan, that is, the connotation of Jordan star.
nike air jordan
The brand is attracting the link of consumers. When the truth in today's mind is exposed, when consumers find that the brand of Jordan sports shoes has nothing to do with Jordan stars, the loss, disappointment and emptiness inside are huge.
As Jordan
Gym shoes
We must face up to this problem. When consumers understand the truth, what will the brand rely on to attract consumers, rely on what to maintain consumers, rely on what to communicate and communicate with consumers, and deal with this problem, the brand will face enormous risks.
Everything is good and bad, but there are advantages and disadvantages. The key is to profit and harm. Now that this event is being fermented and is being concerned, Jordan sports shoes brand can make full use of this incident and turn bad things into good ones.
Take shape quickly, and reach a certain relationship with Jordan, even if it is shallow, if there is a little relationship between them, then use this ferment event to add fuel to the fire, so that in the debate and endless attention, the final result is that Jordan sports shoes are related to Jordan stars. Jordan Sports shoes brand will achieve fame and fortune, not only will not be affected, it will create a successful event marketing.
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