Trademarks are the second “I†besides the name of the goods; consumers recognize the purchase of goods in addition to distinguish the goods, but also identify the origin and source of the goods; trademarks are proof of high-quality goods; is a symbol and guarantee of high quality; brand name is Capital is the value that can bring about special value.
Trademark awareness was introduced into the business management activities of the company, but the history was over a hundred years old. However, in the more than one hundred years, business concepts have been evolving and developing. Trademark awareness has also evolved and developed in the evolution and development of business concepts. Trademark awareness generally evolves and develops in the following areas:
The old name of the brand is "brand", which is the second "I" of the product except the product name.
A trademark is not the name or type of a product, nor is it a product design, packaging design, advertisement design, usage instruction, or tag. The old name of the trademark is “brandâ€. Just like a person’s name, the trademark of a product is the identification mark of a certain manufacturer’s product that is different from other products of the same brand name or similar products. It is the second “I†besides the product name. The name of the agent. For example, with scissors, there are different brands such as "Wang Mazi" scissors and "Zhang Xiaoquan" scissors. It is recognized that trademarks create differences between the same or similar commodities produced or operated by different commodity producers or operators, making it easier for consumers to distinguish between manufacturers and business units of goods. Trademarks are the simplest and most effective means of identifying products and identifying manufacturers. The recognition of trademarks provides guarantees for the purchase of licensed products. In this way, people's initial trademark awareness is formed, that is, the awareness of the trademark is marked by differences.
In addition to distinguishing goods, the fee purchasers also recognize the origin and source of the goods. With the development of the commodity economy and the increase in the variety of goods, companies in different regions produce the same type of goods. In addition to distinguishing between goods, it also increases the identification of the place of origin and source of the goods. Therefore, on the basis of the awareness that the trademark is a distinctive mark, the trademark is added to the awareness of the origin of the product. This is because not all trademarks are marked with the provenance of the product, that is, the manufacturer of the product or the origin of the product. However, the name of a trademark or the image chosen as a trademark inevitably carries the characteristics and traces of a certain region, country, and certain culture, so that consumers who are familiar with or have a knowledge of the cultures of these regions can be caused by the manufacturer or the place of production. Related associations. At the same time, in some trademarks, the name of the producer or the name of the company is the name used for the trademark. This naturally marks the origin of the product. Such as "Beijing" beer, "Yanjing" beer, "Qingdao" beer, "KFC" fried chicken, etc., is marked with the origin of the brand; "Wang Mazi" scissors, "Zhang Xiaoquan" scissors, etc., it shows the producers of goods ; and "Apple" computers, "Nestle" coffee, "Philips" appliances and other trade names is also the name of the production company. If people see the Great Wall, Uncle Sam and other trademark images, if they are familiar with or understand these culturally significant symbols, they will naturally recognize the place of production or the country of production of these products. People naturally form a trademark. Mark the awareness of the source of the goods.
Trademarks are proofs of high quality goods and are high quality symbols and guarantees. The company produces or operates certain commodities. After a few years, its quality is stable, and its quality is higher than that of similar manufacturers, naturally giving consumers a sense of trust. At this point, the trademark is a good proof of the product. The function of a trademark to stimulate purchase desire is also constrained by the extent to which the image of the product represented by the trademark can cause consumer trust. The more consumers trust a trademark, the stronger their desire to buy. Therefore, in the eyes of consumers, the trademark is a guarantee of the quality and performance of the goods it represents. For example, consumers often think that "Crown" brand cars have high quality, all cars with "Crown" trademark should also have high quality; "Haier" washing machines, "Duckling Sangio" washing machines, "Little Swan "Trademarks such as washing machines are the symbols and guarantees of high-quality washing machines in the eyes of our consumers. In view of this situation, people's awareness of trademarks is naturally differentiated by the awareness of marking and labeling the origin of goods, and it is also sublimated to the awareness of high-quality goods.
Companies adopt a beautiful and unified visual image to make a deep impression on the public. Market competition among enterprises not only expresses in the quality of goods and sales volume, but also displays the image of the company. Therefore, the CI strategy in the business management management came into being. The application of the CI strategy is mainly to enable enterprises to adopt a consistent visual image design in the market competition and spread out through the advertising media to consciously create a personalized and unified corporate visual image so that the public can use this visual knowledge. Form a strong impression on the characteristics of the company. The basic elements of visual identity for corporate image are trademarks and corporate logos. Enterprises adopt a beautiful and unified visual image to leave a profound and friendly image for the public, which can increase the market share of the company's products. The first to notice the value of unifying corporate image is Germany’s AEG Electric Company. Before the First World War, AEG first adopted a unified trademark image on its series of electrical products. After the Second World War, many large European and American companies followed suit. In the CI strategy of establishing a corporate image, the trademark is in an important position and plays a decisive role. Therefore, a trademark is also a consciousness of the corporate image value. Many world-famous brands have first incorporated trademarks into corporate image systems to align them with corporate image development strategies. For example, some of the world's most famous brands include Toyota, Nissan, Mitsubishi, and Ford. "Boeing", "Benz" and "Siemens" are all important components of corporate CI strategy.
Once a brand has become a brand name, it has special value. Modern companies and consumers are pursuing brand names because brand names have special values. Brand names can bring benefits to brand-name companies and consumers using brand names. Consumers using brand names can use this to display their identities, and companies that create brand names can receive multiple rewards. Brand-name products are abnormally popular, and customers of brand-name shopping malls are profitable. Brand names can bring wealth to producers and operators because they are more famous than other brands in their peers and similar products. Even if they are brand names, the bigger the reputation, the more rewards will be. Because customers always buy things they know and know, brand names are more likely to attract their attention and interest. At the same time, there are always a few brand names, which are rare and expensive. This is also a reason why brand names stimulate people's purchases, and it is also the root cause of people's awareness of trademark awareness rising to the special value of brand names.
Brand name is an intangible wealth, brand name is capital, and it is a value that can bring about special value. In 1994, China was famous for the world famous brand value information. The price of nearly astronomical figures was astounding. At the same time, it also made people deeply feel that brand names are not only money, but also an inexhaustible vault. The world’s most famous “Mariboro†(Marlboro) was worth twice as much as its annual turnover in 1993; Coca-Cola’s trademark value was 22.4 billion US dollars in 1993, and the company’s turnover was 8.4 billion US dollars for the same year, and 1994 Its trademark value has risen to 35.95 billion U.S. dollars. Brand name can produce such a huge wealth, just like a printing press. How can this objective fact not have a major impact on people's trademark awareness?
Trademark awareness is the product of commodity economy. With the development of commodity economy and the increasingly fierce market competition, the content of trademarks has become more and more abundant, the status of trademarks has become more and more important, and people’s trademark awareness will inevitably evolve and develop. Quality goods certification → corporate image value → brand name special value. This evolution and development process is not only an objective reflection of the development of commodity economy, but also the constant optimization and sublimation of people’s trademark awareness.
Trademark awareness was introduced into the business management activities of the company, but the history was over a hundred years old. However, in the more than one hundred years, business concepts have been evolving and developing. Trademark awareness has also evolved and developed in the evolution and development of business concepts. Trademark awareness generally evolves and develops in the following areas:
The old name of the brand is "brand", which is the second "I" of the product except the product name.
A trademark is not the name or type of a product, nor is it a product design, packaging design, advertisement design, usage instruction, or tag. The old name of the trademark is “brandâ€. Just like a person’s name, the trademark of a product is the identification mark of a certain manufacturer’s product that is different from other products of the same brand name or similar products. It is the second “I†besides the product name. The name of the agent. For example, with scissors, there are different brands such as "Wang Mazi" scissors and "Zhang Xiaoquan" scissors. It is recognized that trademarks create differences between the same or similar commodities produced or operated by different commodity producers or operators, making it easier for consumers to distinguish between manufacturers and business units of goods. Trademarks are the simplest and most effective means of identifying products and identifying manufacturers. The recognition of trademarks provides guarantees for the purchase of licensed products. In this way, people's initial trademark awareness is formed, that is, the awareness of the trademark is marked by differences.
In addition to distinguishing goods, the fee purchasers also recognize the origin and source of the goods. With the development of the commodity economy and the increase in the variety of goods, companies in different regions produce the same type of goods. In addition to distinguishing between goods, it also increases the identification of the place of origin and source of the goods. Therefore, on the basis of the awareness that the trademark is a distinctive mark, the trademark is added to the awareness of the origin of the product. This is because not all trademarks are marked with the provenance of the product, that is, the manufacturer of the product or the origin of the product. However, the name of a trademark or the image chosen as a trademark inevitably carries the characteristics and traces of a certain region, country, and certain culture, so that consumers who are familiar with or have a knowledge of the cultures of these regions can be caused by the manufacturer or the place of production. Related associations. At the same time, in some trademarks, the name of the producer or the name of the company is the name used for the trademark. This naturally marks the origin of the product. Such as "Beijing" beer, "Yanjing" beer, "Qingdao" beer, "KFC" fried chicken, etc., is marked with the origin of the brand; "Wang Mazi" scissors, "Zhang Xiaoquan" scissors, etc., it shows the producers of goods ; and "Apple" computers, "Nestle" coffee, "Philips" appliances and other trade names is also the name of the production company. If people see the Great Wall, Uncle Sam and other trademark images, if they are familiar with or understand these culturally significant symbols, they will naturally recognize the place of production or the country of production of these products. People naturally form a trademark. Mark the awareness of the source of the goods.
Trademarks are proofs of high quality goods and are high quality symbols and guarantees. The company produces or operates certain commodities. After a few years, its quality is stable, and its quality is higher than that of similar manufacturers, naturally giving consumers a sense of trust. At this point, the trademark is a good proof of the product. The function of a trademark to stimulate purchase desire is also constrained by the extent to which the image of the product represented by the trademark can cause consumer trust. The more consumers trust a trademark, the stronger their desire to buy. Therefore, in the eyes of consumers, the trademark is a guarantee of the quality and performance of the goods it represents. For example, consumers often think that "Crown" brand cars have high quality, all cars with "Crown" trademark should also have high quality; "Haier" washing machines, "Duckling Sangio" washing machines, "Little Swan "Trademarks such as washing machines are the symbols and guarantees of high-quality washing machines in the eyes of our consumers. In view of this situation, people's awareness of trademarks is naturally differentiated by the awareness of marking and labeling the origin of goods, and it is also sublimated to the awareness of high-quality goods.
Companies adopt a beautiful and unified visual image to make a deep impression on the public. Market competition among enterprises not only expresses in the quality of goods and sales volume, but also displays the image of the company. Therefore, the CI strategy in the business management management came into being. The application of the CI strategy is mainly to enable enterprises to adopt a consistent visual image design in the market competition and spread out through the advertising media to consciously create a personalized and unified corporate visual image so that the public can use this visual knowledge. Form a strong impression on the characteristics of the company. The basic elements of visual identity for corporate image are trademarks and corporate logos. Enterprises adopt a beautiful and unified visual image to leave a profound and friendly image for the public, which can increase the market share of the company's products. The first to notice the value of unifying corporate image is Germany’s AEG Electric Company. Before the First World War, AEG first adopted a unified trademark image on its series of electrical products. After the Second World War, many large European and American companies followed suit. In the CI strategy of establishing a corporate image, the trademark is in an important position and plays a decisive role. Therefore, a trademark is also a consciousness of the corporate image value. Many world-famous brands have first incorporated trademarks into corporate image systems to align them with corporate image development strategies. For example, some of the world's most famous brands include Toyota, Nissan, Mitsubishi, and Ford. "Boeing", "Benz" and "Siemens" are all important components of corporate CI strategy.
Once a brand has become a brand name, it has special value. Modern companies and consumers are pursuing brand names because brand names have special values. Brand names can bring benefits to brand-name companies and consumers using brand names. Consumers using brand names can use this to display their identities, and companies that create brand names can receive multiple rewards. Brand-name products are abnormally popular, and customers of brand-name shopping malls are profitable. Brand names can bring wealth to producers and operators because they are more famous than other brands in their peers and similar products. Even if they are brand names, the bigger the reputation, the more rewards will be. Because customers always buy things they know and know, brand names are more likely to attract their attention and interest. At the same time, there are always a few brand names, which are rare and expensive. This is also a reason why brand names stimulate people's purchases, and it is also the root cause of people's awareness of trademark awareness rising to the special value of brand names.
Brand name is an intangible wealth, brand name is capital, and it is a value that can bring about special value. In 1994, China was famous for the world famous brand value information. The price of nearly astronomical figures was astounding. At the same time, it also made people deeply feel that brand names are not only money, but also an inexhaustible vault. The world’s most famous “Mariboro†(Marlboro) was worth twice as much as its annual turnover in 1993; Coca-Cola’s trademark value was 22.4 billion US dollars in 1993, and the company’s turnover was 8.4 billion US dollars for the same year, and 1994 Its trademark value has risen to 35.95 billion U.S. dollars. Brand name can produce such a huge wealth, just like a printing press. How can this objective fact not have a major impact on people's trademark awareness?
Trademark awareness is the product of commodity economy. With the development of commodity economy and the increasingly fierce market competition, the content of trademarks has become more and more abundant, the status of trademarks has become more and more important, and people’s trademark awareness will inevitably evolve and develop. Quality goods certification → corporate image value → brand name special value. This evolution and development process is not only an objective reflection of the development of commodity economy, but also the constant optimization and sublimation of people’s trademark awareness.