Protecting Brand Building And Promoting High Quality Economic Development

Brand building and protection is an important way for the development of high quality economy. For manufacturers, brand building is the way to win in the market economy. As a shaper of market economy fair environment, the government is a strong backing for brand protection. For those who destroy the market order, the judiciary as a fair judge, the law should play its due role.

How to treat brands and maximize the appearance of imitation products?

A company that has been starting a business for three years, in order to invite other people to work together in the way of viral sales, quickly developed to 300 million users, and a low price of three or four lines.

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At the end of July, the new generation of electricity providers was listed on NASDAQ in the United States for a while.

As soon after the listing, behind the scenery, it ushered in another unexpected storm.

On the two day after the listing, SKYWORTH group challenged.

It said that a large number of counterfeit SKYWORTH brand TV products were sold in recent years, which seriously infringed on the brand interests of consumers and SKYWORTH, and indicated that they were fighting with more and more solemnly and demanding that they stop sales activities of related products.

SKYWORTH official also posted many parts of the platform to counterfeit SKYWORTH brand, including SKYWORTH pioneer, SKYWORTH cloud, SKYWORTH, SKYWORTH, beauty, cool, cloud, audio-visual, and e home.

Subsequently, Zheng Yuanjie, a children's literature writer, also said that he had received reports from readers, and found piracy of his Pipiru series books on many spells. He had reported to the national anti pornography office and the National Copyright Bureau for a lot of reports.

More counterfeit products are exposed on many platforms.

There are readers, Tucao, on the day of the listing, the following brands congratulate a lot on the success of listing in the US: New Millet products, Panasonic new products, old mother, Guangdong Li Yue, Lei Bi, Kang Shuai Fu, ha ha, big Bai Bai, too white rabbit, seven ruthless, green scissor chaff, can day cola, will be printed paper towel, Mu stains, Li day, blue moon shell, starting energy laundry liquid, abidas, adidiaos and so on.

Although it is Tucao, but also reflects the seriousness of the problem, shortly after the listing of the company, it encountered class action in the United States.

To this end, the State Administration of market supervision and administration has asked the Shanghai Bureau of industry and commerce to talk a lot about it, and investigate the problems of copycat products and brand names reflected by the media and consumers.

I didn't expect that the good news that had been listed was turned into a crisis. Many of them were pushed to the cusp of the problem because of counterfeit products.

What is even more puzzling is that, in the face of public doubt, many aspects also claim that "counterfeiting is not a thing" and "Taobao and other platforms are also available". It is said that we should not mix counterfeit goods with Shanzhai problems. We should treat different types of products in different ways. If branding is generous enough, we should also be able to guide white label manufacturers.

These cottage products are also known as maximized imitation products. Apart from packaging or brand names, the quality of the products is not the same as that of real brands.

Some media reporters spent a lot of money on buying a vivi mobile phone for 398 yuan, and found that their name is only one letter from vivo. It is full of exaggerated functions on the promotional page of the mobile phone. It shows that vivi is not following vivo, vivi has its own brand, and consumers buy vivi genuine products.

But they did not indicate what parameters they used, for example, no processor model, no cell phone resolution, no parameter list.

Mobile phones are crudely manufactured and manipulated to crash. One point one cards and one card are the ultimate test of patience.

Many of them are full of such brand-name products.

Some people argue that this is not against anything. Vivi and vivo are two brands. Although the latter is much more famous, they can not deny the existence of the former as a brand.

Some even cited an example of a BBK electric company in Guangdong, and a BBK retail brand in Hunan.

Is this logic correct? How to treat the brand and the emergence of the largest imitation product?

Brand is the intangible asset of enterprise's winning way, and it is also a trust of consumers.

From the perspective of consumers, brand is the cognition level of consumers to products and products. It is a kind of trust and evaluation of an enterprise and its products, after-sales service and cultural value.

Why is the same phone, brand is different, consumer recognition and evaluation is also different, the degree of acceptance of the price is also different, that is, the different values of different brands.

From the point of view of production and sales enterprises, Kotler, the father of modern marketing, is in the

In the definition, brand is a set of specific characteristics, interests and services provided by sellers to buyers.

Intuitively speaking, brand is the mark of an enterprise plus goods. It consists of name, noun, symbol, symbol, design or their combination.

Generally it consists of two parts: brand name and brand logo.

The purpose is to identify producers and sellers of products or services and differentiate them from competitors' products and services.

It's also a mobile phone. Compared with a famous brand, the value of a product is greatly different from that of a famous brand.

Therefore, brand building is the way to success. Brand building is a systematic project and needs long-term cultivation.

The strength of a brand depends on its brand leadership, in which positioning is the direction and balance is the general plan. Balance includes positioning and positioning, so that balance has strength.

If you want to become a famous brand in a certain industry, you need to link up all aspects such as product positioning, research and development, production and manufacture, promotion, sales and so on. You need to surpass the wisdom and ability of the same industry, and you need a lot of human and financial resources to invest.

Therefore, do not look at a small sign, it is to unite all efforts and inputs of enterprises, is the intangible assets of enterprises winning the way, and is highly concentrated in the assets of enterprises.

This is why some people say that even during the war, even if all the factories of Coca-Cola were destroyed, as long as the brand was there, it could still restore factory production quickly, and war might destroy a tangible factory, but it could not destroy the enormous influence of the brand in people's minds. This is the invisible power of the brand. It has surpassed the specific production, sales and even specific products, and is the holographic concentration of all intangible assets of the enterprise.

Brand is already a manifestation and representation of the comprehensive quality of goods. When people think of a brand, they always associate with the cultural value they advocate, and this value often exceeds the commodity itself. So what kind of celebrity endorsement the brand asks is advocating this kind of value that the Ming Star embodies. The beverage it produces is not just a beverage, the clocks it sells are not just a timer.

When enterprises create brands, they constantly cultivate their culture. With the development of enterprises, they continue to shift from low value-added to high value-added upgrading, and to the high level of product development advantages, product quality advantages and cultural innovation advantages.

When the brand culture is recognized and accepted by the market, the brand can produce its market value.

This is also the difference between the influence of the general brand and the well-known brand.

Brand building and protection is an important way to develop high quality economy.

It is precisely because of the value of the brand that the more famous brands are, the more likely they are to be counterfeited.

Some illegal manufacturers make use of the popularity of famous brands, fake or imitate a similar brand, such as vivi imitate vivo, only change one letter, create confusion, mislead consumers, and profit from it. This is not the biggest imitation of grey area, but a naked infringement.

According to the provisions of the trademark law, it is a misleading public behavior to reproduce, imitate or plate well-known trademarks not registered in China on the same or similar commodities.

In practice, in view of the fact that counterfeit and similar infringements are almost all well-known trademarks, the new trademark law stipulates that the scope of protection of well-known trademarks is not limited to the same or similar commodities. As long as it is possible to cause misidentification of well-known trademarks and mislead consumers, the well-known trademark owners can take up arms of the law to defend them.

Of course, for the general brand, to encourage competition and

The development of the law will be treated differently.

For example, the general brand, the same name, can exist in different industries, such as spring wind cars, spring breeze fast food shops, and spring breeze barber shops.

Different industries can have the same company name, because there is no overlap and conflict between the interests of the products, and there is no one who can take the free ride.

Therefore, when BBK Electric is not very well known, another BBK shopping mall can exist at the same time. There is no misleading consumption and no major conflicts of interest.

This is generally the case, of course, but when a brand has universal popularity, the law will protect well-known brands, whether using the same or similar names, is a infringement of brand names, we must not hesitate to crack down on this cottage brand.

For example, Haier is a well-known brand of electrical appliances. So, in addition to not allowing the same name or similar brand of electrical appliances, other companies are not allowed to use "Hai Xi restaurant" or "

"Because this is a hitchhiker's tort, and at the same time, it misleads consumers to think that it is Haier's related enterprises, and profits from it, of course, it should be banned.

Therefore, it can be considered that in general, in order to encourage competition, the law allows spring breeze cars and spring breeze barber shops to exist at the same time for ordinary brands, but for well-known brands, the law should protect famous brands and restrict the use of other brands, even in different fields.

As for how to judge the law, there is a supreme principle that the provisions of the law should enable more economic activities to increase the resources of the society so as to gain more benefits from the society.

Due to the imperfections of the market economy, counterfeit commodities are becoming increasingly rampant and become a major evil in our economic life.

Counterfeit goods are numerous and large, ranging from daily necessities to production materials, from general commodities to high-grade durable consumer goods, from ordinary commodities to high-tech products, from domestic products to foreign trade export commodities, and fake and shoddy are almost everywhere.

Fake and shoddy products are not only infringements on regular manufacturers, but also make consumers suffer multiple economic, mental and physical injuries. Counterfeit goods are the second major "public hazards" after drug trafficking.

To provide a platform for counterfeit and shoddy products, and to hurt businesses and consumers, it is no doubt necessary to take responsibility for it. It can not be evasive on the grounds of other electricity suppliers and similar situations.

And as

Rule makers and referees, government departments to protect fair participation in all parties involved in the market, especially focus on protecting the legitimate rights and interests of consumers who are relatively vulnerable.

At present, China's economy has shifted from high speed growth stage to high quality development stage, and is in the key stage of pforming development mode, optimizing economic structure and changing growth momentum. Building a modern economic system is an urgent requirement for crossing the gateway and the strategic goal of China's development.

The promotion of high quality development as a fundamental requirement for determining development ideas, formulating economic policies and implementing macro regulation and control at present and in the coming period must be deeply understood, fully understood and truly implemented.

Brand building and protection is also an important way for the development of high quality economy. For manufacturers, brand building is the way to win in the market economy. As a shaper of market economy fair environment, the government is a strong backing for brand protection and for those disturbances.

As a brand destroyer of order, judiciary should play its due role as a just judge.

Only in this way, a century old shop will be green for hundreds of years, and the world brand will be more and more.