pure dry goods: six strategies for brand promotion and trademark operation, and the Taobao shop knows everything! Trademark is the symbol of goods, which indicates the unique nature of goods to distinguish them from other similar goods. Today, with the development of commodity economy, trademarks have become an important tool for modern enterprises to operate. Trademark is not only related to the reputation and competitiveness of an enterprise, but also has its own value. Therefore, savvy distributors will repeatedly convey the entrepreneurial spirit and product characteristics to users or consumers through trademarks, and constantly deepen their understanding of products with such trademarks, thus improving the reputation of enterprises and achieving the purpose of expanding brand influence and product sales. To enhance the brand, you can usually use the following six strategies: to enhance the brand, six strategies for trademark operation-unified trademark strategy (Taobao shop knows everything! ) unified trademark strategy is also called the same brand strategy. It is a strategy to use the same trademark for different products and their derivatives produced by enterprises. For example, mobile phones, communication equipment, headphones and smart devices produced by Xiaomi Group all use the "Xiaomi" logo. Using unified trademark strategy has four advantages: 1. It can show the unified image of enterprise products to the public and promote production and sales; 2. When an enterprise introduces a new product, it is easily accepted by users or consumers due to the influence of the original trademark; 3, can save publicity costs, such as the maintenance of trademarks and the promotion of trademarks; 4. Between products, we can unite Lian Heng, support each other and expand sales; Requirements for the use of unified trademark strategy: enterprises must have a high level of management, the products using unified trademarks are of good quality, and the after-sales service of each product is guaranteed. Disadvantages of unified trademark strategy: one of the products fails to meet the quality requirements or has problems, which will affect the reputation of the whole enterprise products. Six strategies for brand promotion and trademark operation-individual trademark strategy (Taobao shop knows everything! ) Individual trademark strategy is also called single trademark strategy. It is a strategy to use different trademarks for different products and varieties produced by enterprises. For example, Huawei Group, Huawei's mobile phones and smart devices use Huawei's logo, and different operating system software developed by Huawei uses various names in Shan Hai Jing as trademarks. Using individual trademark strategy has three advantages: 1. It can be applied to different markets, meet the hobbies of different users or consumers, and facilitate product positioning; 2. Different prices can be adopted according to the different quality, nature and function of products, and differentiated prices can promote sales promotion; 3. If quality problems occur in individual products, or the reputation is affected by the lack of sales services, it will not affect the whole product sales of the enterprise. Disadvantages of individual trademark strategy: 1. There are many trademarks, which are difficult for consumers or users to remember, and it is difficult for small and medium-sized enterprises to form their own overall trademark image. 2. Trademarks of different products need to improve their reputation, which requires more advertising or maintenance and promotion expenses. Six strategies for brand promotion and trademark operation-* * * trademark strategy (Taobao shop knows everything! ) * * * Trademark strategy is also called joint trademark strategy. It is a trademark strategy adopted by two or more enterprises to jointly produce products or services through cooperation, joint venture and joint venture. For example, a network technology company in Shenzhen cooperates with Baidu to provide users with Baidu bidding ranking service, borrow Baidu's trademark and its popularity, promote the company's business and increase the number of users of the company and Baidu. Using this trademark strategy has these advantages: 1. It can make both partners jointly responsible for the production or service of their own products, so as to bear the risks and enjoy the benefits; 2, it can be sold or promoted across regions, and even can go abroad, so that the products will not stick to the market and have greater flexibility. * * * Requirements for the use of trademark strategy: the pace, caliber and publicity of both parties must be consistent, and they cannot undermine each other or have different caliber. At the same time, both parties should abide by the contract agreement and stipulate the ownership and use rights of trademarks to avoid disputes in the future. Six strategies for brand promotion and trademark operation-renting trademark strategy (Taobao shop knows everything! ) Leased trademark strategy is also called licensed trademark strategy. It is a strategy for an enterprise to rent the trademark of another enterprise's product as the trademark of its own enterprise. Article 26 of Chapter IV of China's Trademark Law stipulates that a trademark registrant may authorize others to use his registered trademark by signing a trademark use license. For example, a TV set produced by a TV set factory in Dongguan can rent the "TCL" trademark with compensation by signing a trademark license contract with TCL Group. Using the strategy of renting trademarks can bring three benefits to enterprises: 1. You can borrow well-known product trademarks to promote the sales of enterprises' products; 2, can promote enterprises to strengthen management, improve product quality, to maintain the reputation of well-known trademarks; 3. You can get technical, management and promotion help from well-known trademark units, so that the reputation of the enterprise can be improved to a higher level. Points to be noted in the strategy of renting trademarks: 1. Both parties must sign a trademark license contract, stipulating the rights and obligations of both parties on the principle of voluntariness and mutual benefit, as well as the responsibilities that they should bear if they violate the contract; 2. Trademark users need to accept the quality supervision of trademark licensors to avoid the phenomenon that registered trademarks are "reversed" due to poor product quality; 3. The trademark user needs to pay the compensation stipulated in the contract to the trademark licensor, that is, the trademark rental fee. Six strategies for brand promotion and trademark operation-following the trademark strategy (Taobao shop knows everything! ) Following the trademark strategy is also called the old trademark strategy. There are generally two ways to adopt this trademark strategy: 1. If the old product has not yet entered the recession period, and the trademark is accepted and loved by users or consumers and has certain influence in society, the new product can continue to use the old trademark, but it needs to be stated that it is a new product; 2, the products produced by enterprises, using the old names in history as trademarks. For example, Zhang Xiaoquan scissors in Hangzhou, Tong Ren Tang medicine in Beijing, and Du Kang wine trademark in Henan are registered under the name of Du Kang, the ancestor of Chinese wine making. When people drink Du Kang wine, they will naturally associate Cao Cao's famous poem "How to solve their worries, only Du Kang". The combination of famous wine, celebrities, famous brands and famous poems is really rare and will definitely enhance the reputation of the products. Generally speaking, following the trademark can have the following functions: 1. Because the old trademark has certain influence, the new product of the enterprise follows the original trademark, which can quickly make consumers accept it and promote product sales and promotion; 2. Using the old trademark does not need to spend too much manpower, material resources and financial resources, which can save a lot of costs. Matters needing attention in following the trademark strategy: Pay great attention to the social impact of the original trademark. If the old brand has a bad reputation or image, avoid using it to avoid losses. Six strategies for brand promotion and trademark operation-innovative trademark strategy (Taobao shop knows everything! Some people think that the older the brand of a trademark, the better. In fact, it is not. With the continuous development of the information society, products, technologies, services, etc. are also constantly innovating and iterating, so trademarks sometimes have to adapt to changes like commodities. There are two forms of trademark innovation: 1. Slow change: that is, slow stewing with a small fire changes the trademark, so that the new trademark and the old trademark are similar in shape or pattern, and the image comes down in one continuous line. Enterprises use this method, which costs little and is easy to maintain the popularity of the original trademark. For example, the trademarks of well-known enterprises such as Tmall, JD.COM and Meituan have gradually developed from flat to three-dimensional, and are widely loved and accepted by users. If you have this demand, welcome to the store for consultation. 2. Sudden change: It is refreshing to replace the old trademark with a brand-new trademark designed separately. For example, the KFC brand was suddenly renamed Golden Arch two years ago, which caused a public opinion. If the name is well created, it can stimulate consumers' desire to buy, otherwise it will plummet and lose a lot. Using this method of suddenly changing the trademark will consume a large part of manpower, material resources and financial resources. This also has a gambling nature, success leads to prosperity, failure leads to bone injury, or even collapse. Six strategies to enhance brand and trademark operation, Taobao shop knows everything and explores it in depth! In the process of enterprise's development and growth, it is necessary to comprehensively judge which trademark strategy to use according to the enterprise's own situation and future planning. In recent years, China has gradually attached importance to the protection and development of intellectual property rights, and proper use of trademark strategy can help enterprises open up markets, consolidate and gradually increase market share.