Is The Adidas Brand Influence Losing To Trademarks?

The latest brand information, the international movement brand Adidas and the domestic sports brand Adi Wang five years of tort lawsuits finally reconciled, since then, Adi Wang can not use this trademark in product, packaging, publicity! For this, there are many opinions!

Adidas (Adidas) is Germany Sporting goods manufacturer, a member of Adidas AG. Named after its founder Adolf Dassler (Adolf Adi Dassler), he began manufacturing footwear products in heto, Nuremberg, near Adi in the near future. The classic slogan: "Impossible is nothing". And our domestic sports brand Adi Wang, founded in 1993, is mainly developed, produced and sold. Gym shoes Clothing, sports equipment. Adivon in line with the brand concept of "life is movement", we adhere to the extreme mining of human potential by product functions. Unfortunately, this yearning for the beautiful Adi Wang, when stepping into the brand road, accidentally stepped on a mine, that is, registered a trademark similar to the Adidas brand. Therefore, the two sides have been entangled in this problem for five years, and finally ended in reconciliation. Losing the controversial Chinese trademark and reshaping the brand is destined to become the gateway of ADI.

A brand marketing expert said that the loss of Chinese trademarks, Adi Wang's original brand influence accumulated almost to zero. Perhaps, in some people's eyes, the development mode of Adi Wang is actually a barbarous cottage development. Because trademark is similar! Of course, just because of a trademark, similar to say that others are Shanzhai, this is very wrong! This is not what Adi Wang wants, although we do not know why the adidas Wang chose this trademark, but now Adi Wang has already paid a heavy price for it.

As for the loss of the trademark, did ADI's original brand influence return to zero?

However, here is one thing that we should take seriously: trademark does not mean brand. If Adi Wang ever used everything to support this trademark, then Adi Wang should really understand what brand is and how to build a brand! Trademark is only part of the brand! Ye Maozhong once said, what is left when your brand is crushed? From this we can see whether the brand is successful or not.

For example, "what is left after the trademark is removed?" because most companies still attach great importance to their trademarks. Apart from trade marks, are the remaining components of the product easy to identify? If your answer is negative, it is time to "crush" your brand. If a brand can do this, who needs a trademark?

We can see that those successful brands will be able to wake up consumers' memories successfully after their brands are smashed, and these are the greatness of these successful brands.

So, what I want to say here is that if your brand is removed from the logo, it becomes worthless! Then you have to think carefully about your brand strategy! Naturally, such a brand can not become a big tool, and it is even impossible to become a first-line brand, a strong brand! What should we do then? First, get to know the true face of the brand.