Making brand strategy is the core of trademark management
As the core asset of an enterprise, brand is the carrier of public praise accumulated with the development of the enterprise. The management of brand includes both the market and legal aspects."Corporate legal affairs, IP management and trademark management teams should be deeply involved in the formulation and implementation of corporate brand strategy, improve the efficiency of handling daily routine work through digital and automated tools, and bring greater value to the enterprise through standardized and intelligent management."Wu Qiong, partner of Kangxin Alliance, said at a recent event on the automation and digitalization of corporate brand management.
Wu Qiong said, the enterprise brand management, not only to judge the supply and demand of the product, is scarce, rich or surplus, but also through the product, market, customer mind to determine the focus of business.The customer's mind determines the brand positioning. If the customer's impression of the product is solidified, the customer will conform to the cognition.If the customer has a preference, try to be different.If the customer choice is very narrow, the positioning industry is one of the best.If a variety of similar products is difficult for customers to identify, reinforce a concept repeatedly, do not pursue change.Emphasize trust if it is relevant to the safety and health of the customer.For example, after a survey, four out of five dentists recommend toothpaste.Only one car has been chosen each time in the eight years that the industry's leading magazines have ranked cars.
"The real strategy should be positioning at the core, making trade-offs in operational activities and creating a unique backdrop.For the enterprise trademark management team, brand strategy is the core of enterprise strategy and the guideline to guide all trademark management work.The brand management team should have a clear and deep understanding of the brand strategy of the company, and preferably participate in the development of the brand strategy."Wu Qiong says, the enterprise should establish the complete system that covers brand whole life cycle.First, brand design.Identify brand positioning, reflect significance, avoid culture and religion, and inquire about trademarks in advance to ensure registrability.Second, trademark right confirmation.According to the type of goods and the region, determine the scope of registration, registration obstacles to clear.Third, the use of trademarks.Ensure standardization, consistency, evidence management, prevent trademark dilution.The fourth is to monitor the application of similar trademarks by others, the use of similar trademarks by others and the use of registered trademarks by others.Fifth, the protection of rights, trademark objection, invalid, revocation of investigation, notarization of administrative seizure, customs litigation.Enterprise brand management should also classify brands, allocate resources according to the level standards, and make decision rules.The assessment indicators should be standardized, measurable and comparable as far as possible.For example, if a good name has a prior approximation, should it try to register or change its name?Has not entered the country, how long before the trademark layout?Trademarks are registered by others, buy or hit?
In terms of brand management process, Wu suggests that companies establish and continuously optimize workflow based on institutional rules.Standardize complex issues into a standard system document (ISO).Code, the formation of a mature and agile software system.Data, form big data analysis visual report form.
SHEGNSHI registered as a trademark
