Jordan Sports: The "Most" And "Lack" Of Brand Names

Jordan sued Jordan sports and terminated the pace of IPO listing.

The "Jordan" trademark was registered by Jordan sports in 1997. In many years of market operation, because of its relatively weak awareness of consumer discrimination in the three or four tier market, most consumers directly equated "Jordan sports" with "American Jordan", and successfully made tens of thousands of consumers pay. A survey of 400 people conducted by a sports marketing agency in Shanghai in 2009 showed that 90% of young people in China's small cities believe that Jordan sports is Michael Jordan's Chinese brand.

If there is no dispute over this lawsuit, Jordan sports is successfully listed. Raise funds It will achieve the two take-off. Success has its own way of success. As a success in a brand name, there are three "most":

The most legitimate celebrity trademark: Jordan sports was formerly established in 1984, "the two commodity factory of chedai Creek in Jinjiang, Fujian", which was renamed as Jordan sports in 2000. In 2005, the "Jordan" graphic trademark was identified as "well-known trademark". In 2009, the "Jordan" Chinese character trademark was also recognized as "well-known trademark", that is, Jordan sports had official certification on trademarks, and the United States Jordan could not produce any real evidence to prove that China's Jordan was used. U.S.A Celebrity Jordan.

The most successful celebrity trademark: however, it is certain that Jordan sports's current performance and sporting goods market position are closely related to Jordan's name. However, Jordan sports high is not directly selling products in the name of American basketball superstar Jordan, but using the similar sports image and the 23 big smoke bomb that makes people think about it, let consumers associate themselves.

The most beware company: a media interview with Jordan, a sports related personnel, and Jordan's brand and Michael Jordan's related issues earlier, replied the person very easily: "we have been saying that we have nothing to do with Jordan in the United States, and we also have our producers and brands on the label. We all have such information on LOGO, so I feel that when you buy it, you can't mistaken it for that. Many consumers are very wise, and our shop assistants will tell him that this is China Jordan, a national brand."

Jordan sports is really a master in terms of marketing, so that Michael Jordan can eat the Coptis chinensis dumb. If there is no "Jordan" brand, but to become "Wang Dan" and "Li Dan", how far can the sports goods company go? How many consumers are willing to pay? Jordan's "lack" is obvious. On the day of Jordan's sports registration, there has been a problem of "land of thunder", which is not clear about the "Jordan" problem.

Lack of foresight: Although Jordan has Jordan brand and legitimate right to use Jordan's brand, Michael Jordan has always been an insurmountable one, and is now being prosecuted, though not much in China. But in foreign countries, especially in the United States, there is a great possibility that the outcome of the judgement is variable, such as being infringed, which is a great blow to Jordan's sports entering the international market.

Lack of brand innovation: Jordan sports has passed the stage of using Jordan to survive and expand the market, and has completed the primitive accumulation of capital. At this time, we should re create new high-end brands and compete with NIKE and adidas for high-end sporting goods market. Otherwise, the Jordan sports and Michael Jordan's confrontation, Jordan sports this time is doomed to be very few, no matter what the result of this lawsuit, Jordan sports brand reputation and loyalty has been on the decline.

This incident is not only a warning bell for Jordan sports, but also a warning to many Chinese sports industry called "Shanzhai": the problem of "edge ball" will eventually come to pass through the stars. Once there is a conflict between society and ethics, the more well-known and successful enterprises are, the higher the social responsibility and business ethics will be.

domestic Gym shoes Enterprise brand should stick to the road of independent innovation, improve the ability of product R & D, channel sales force, and the management level of the whole channel supply chain, which is the way to success in the future.