Enterprises are made up of people, its development can not be separated from people, and the protection of famous brands can not be separated from people. People are the founders and terminators of famous brands. As the main body of enterprises, employees' public relations, marketing concepts and brand crisis awareness are the key to the survival of famous brands, and also the focus of protecting famous brands. Bill Gates once said: If you think your business is the best time, then it will die. He extended this sentence to the enterprises and employees who manage him. Microsoft is only 18 months away from bankruptcy forever. This iron-clear language is full of crisis awareness among employees, and Microsoft has also created one development miracle after another. Whether there is a crisis or not, enterprises should establish a complete crisis early warning system and a perfect supervision system.
1. It is planned to establish a highly sensitive and accurate information monitoring system, and once the weak links of the enterprise are found, self-diagnosis, supplement and correction will be made in time to effectively control and deal with the crisis that has occurred.
2. Establish a perfect supervision system. Is the brand-name trademark that the enterprise has finally created full of counterfeit and infringement by others? Quot As a party, you should not be indifferent to the tools used to deceive consumers. They should step forward, intensify the crackdown on trademark infringement, dare to fight criminals, protect their legitimate rights and interests, and safeguard their exclusive right to use trademarks.
1, improve the technical content of products, increase packaging efforts, and set up anti-counterfeiting labels.
As mentioned earlier, products with low technology content, inadequate packaging and no anti-counterfeiting marks are easy to be counterfeited, causing various unexpected crises. In view of this, enterprises should constantly improve the technical content of products, increase packaging efforts, set up effective anti-counterfeiting labels, and increase the scientific and technological content of products to prevent crises.
Many famous brand products in the world not only have a long history, but also have high technical content and tight technical secrets, which have formed a series of "imitation obstacles". For example, the formula of Coca-Cola is still unsolved. The higher the technical content of famous products, the more they can dominate a certain type of products. Once it loses its technological advantage, it is no different from ordinary products, and of course it is easy to be copied and counterfeited.
2. Strengthen the communication between enterprises and consumers, scientifically inform consumers of the content and indicators of products, and educate consumers to identify fakes, distinguish fakes and crack down on fakes.
This is an effective method. Good communication can not only enhance the affection between products, enterprises and consumers, but also improve the reputation of products and enterprises. More importantly, it can improve consumers' loyalty to enterprises and products, and urge consumers to identify fakes, distinguish fakes and fight fakes.
3. Do a good job in public relations marketing, establish good relations with the government, news media and social organizations, and use their strength to crack down on the phenomenon and behavior of counterfeit and shoddy brand-name products, purify the market and protect famous brands.
(1) Maintain good relations with the government and resolutely crack down on acts and individuals that counterfeit brand-name products;
(2) Maintain good relations with the news media, make it give full play to the role of public opinion supervision, report and publicize the behaviors and phenomena of fake and shoddy famous products, and cheer for the development of famous brands;
(3) Maintain good relations with social groups or individuals, rely on their strength to supervise themselves and others, find problems in time, and prescribe the right medicine in time. The strong sense of competition of all employees is an important guarantee for enterprises to participate in market competition and compete better in the market. To improve the competitive consciousness of all employees, we should start from the following three aspects:
1. Predict possible price changes in competition and prepare appropriate countermeasures in advance. For example, we should reasonably change the price of products according to the competition situation and improve the competitiveness of products.
Any product has a process of growth, maturity and decline, and brand-name products are no exception. Only when products are constantly innovated can enterprises develop and have a future. Two watch factories, both in Shandong, adopted different product innovation methods and produced two completely different results. The Kangbas quartz clock produced by Jinan Watch Factory won the National Excellent New Product Award and the Provincial Excellent Export Commodities. Due to the lack of attention to the development of new products, the old products slowly failed to meet the market demand, and the sales volume plummeted, resulting in serious losses in the early 1980 s. However, the practice of Yantai Polaris Watch Group is just the opposite. They constantly develop new products and open up new markets, and their enterprises are thriving and have achieved good economic benefits.
3. Dare to compete with foreign brands and argue about right and wrong.
Today's market is a highly competitive market. Competition should be based on fairness, but there are always some countries that treat China's manufacturers unfairly in international exchanges by virtue of their own economic strength. Domestic enterprises think that they are inferior to others in the competition, and often stay away from them. Actually, it's not necessary As long as domestic enterprises are confident and work hard, they may not lose to foreign companies. 1, pay attention to trademark registration.
To protect famous brands, it is necessary to protect the trademarks of famous brands, register trademarks in time, and put their own labels on famous brands; Surname, participate in market competition, in an invincible position in the competition. In order to prevent possible crisis, enterprises can register trademarks defensively. The so-called defensive trademark registration is to register and use a series of identical or similar trademarks. Specifically, it is to register a series of trademarks with the same or similar characters, pronunciations and designs to ensure the use of trademarks in use or in the future. Another way to register a defensive trademark is to use the same trademark in completely different products or industries to prevent others from using your trademark in different products or industries.
2. Update in time
Earlier, we learned about the dangers of not renewing trademarks and trademarks in time. In order to keep this crisis out of the door, enterprises must renew their brand-name trademarks that have exceeded their fixed number of years in time, and must not be careless and give opponents and villains an opportunity.
3. When licensing the transfer of a trademark, it is necessary to make some restrictions on the extension of the trademark, such as the transfer period and transfer conditions. Generally speaking, successful brand names and reputations are used to launch improved products or new products, including new packaging specifications, tastes and styles. Brand extension should pay attention to the following points:
1, brand extension should be reasonable.
2. Brand positioning should be appropriate.
3, products and brands should be separated.
"It is difficult to create a famous brand, and it is even more difficult to protect it. Whoever doesn't cherish famous brands can only flop in the end. " Managing famous brand crisis and protecting famous brand products is a systematic process and an international problem. Only when all employees have a sense of crisis can the crisis be minimized and the enterprise can develop better.