Views: 0 Author: Site Editor Publish Time: 2021-07-30 Origin: Site
"The real strategy should take positioning as the core, make choices on operational activities, and establish a unique foil. For the corporate trademark management team, the brand strategy is the core of the corporate strategy and is the guideline for all trademark management work. The trademark management team should have a clear and profound understanding of the company's brand strategy, and it is best to participate in the formulation of the brand strategy. " Wu Qiong said that companies must establish a complete system covering the entire life cycle of a brand. One is brand design. Identify the brand positioning accurately, reflect the distinctiveness, avoid culture and religion, and search for trademarks in advance to ensure the registrability. The second is to confirm trademark rights. Determine the scope of registration according to product types and regions, and clean up registration obstacles. The third is the use of trademarks. Ensure standardization and consistency, conduct evidence management, and 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. The fifth is to protect rights, conduct trademark opposition, invalidation, cancellation investigations, fair administrative seizures, customs litigation, etc. Corporate brand management should also classify brands, allocate resources and formulate decision-making rules according to the level standards. The assessment indicators are as standardized, measurable and comparable as possible. Let the leaders who truly have decision-making power take responsibility, For example, if a good name is similar to the previous one, should you try to register or change the name? For countries that have not yet entered, how long will the trademark be laid out in advance? The trademark is preemptively registered by others, should it be bought or beaten?
In terms of brand management process, Wu Qiong suggested that companies establish and continuously optimize workflows based on system rules. Standardize complex issues, form a standard system document (ISO). Codification, and form a mature and agile software system. Data-based, forming a visualization report for big data analysis.
