Analysis of brand packaging

First, the brand's content

Brands and brand names are not the same concept. Brands are much more connotative than brand names.

There are five types of brands: the first is a trademark, and the corporate mark is attached to the product; the second is a business name, which is the name of the company; and the third is a public brand. Several companies can jointly build a public brand and make profits together. The fourth is borrowing brands. For example, the 2008 Olympic Games is an international sporting event, but companies can use it to brand their products and make franchised clothing, licensed beverages and licensed equipment in 2008. The fifth is the carrier brand, such as Wangfujing in Beijing, which is not registered, but Wangfujing is a brand. Zhongguancun is a high-tech image.

In addition, brands differ from brand names in that brands can be introduced while brand names are created on their own. Santana Motors has the most sales in China. It sells for another 10 years and sells more. It is also an international brand, not a Chinese brand. If we want to engage in brand-name cars in our country, we must create it on our own. However, creating brand names can use brand resources. For example, in order to create its own brand-name car, our country can use foreign brand car resources, including resources such as capital, technology, and equipment.

Second, the design of the brand

The design of the brand is a very important issue and should follow the following principles: First, the principle of the brand's implied product attributes, which reflects the relevance of the brand and the product. For example, the brand "Ariston" implies the attributes of the product, including its relevance to the international brand. The second is the principle that the brand embraces the company's good wishes and care to the consumers. It reflects the relevance of the brand and the consumers. The third is the principle of brand uniqueness, which reflects the relevance between the brand and the brand. The distinctive design can show the brand and show the cooperation between the brand and the law, so as to obtain a good protection effect. If the brand "Sony" itself does not have any meaning, but it can show its uniqueness, so that "card players" can not "play cards."

Third, the brand registration

Trademark registration is an important part of establishing a brand. It is like giving the brand a "yellow gown." Applications for trademark registration must be classified according to international prevailing standards. The general category of goods is 34 categories, and the services are 8 categories. For a trademark, it is possible to apply for registration of 42 categories of goods, but an application for one product is required. The scope of a trademark right is limited to the number of approved products at the time of trademark registration. Trade marks that exceed the scope of the approved product are not protected by law. Brand registration can be divided into place registration (preliminary registration), defense registration (intrusion prevention registration), radiation registration (in order to expand and derivative brand registration), etc., and enterprises can register according to their own needs.

Fourth, brand promotion

The promotion of the brand is a protective spread of the brand image and an important branch of the brand's operation. The promotion of the brand can not only enhance the corporate brand image, but also benefit consumers' rational consumption of the brand and help consumers recognize the brand. Therefore, the promotion of brand promotion, expansion and protection of the brand.

Finally, the author summarizes the “image” of the “brand”: whether a brand can be recognized or even loved by everyone. It is actually determined by the brand's connotation to the public. The key is whether this content is for the public or not. Concerned and moved. The brand is like a person. It is only a symbol when others do not understand it. Through some of its actions, it is dedicated to the products or services of this society, and people begin to understand and understand it. Therefore, the process of brand communication is actually a process of continuous communication.

<China Packaging> Wu Guorong