Clothing brand is not equal to brand name

Editor's note: Brand, not equal to brand name. Emphasis on the brand does not mean that you immediately become a brand name. The brand's road to enterprise is long way to go.

Brands do not equal brand names. Emphasis on the brand does not mean that you immediately become a brand name. The brand's road to enterprise is long way to go. What is the current status of brand building in Ningbo's business community? How should Ningbo enterprises clearly understand the importance of brand building? How to do a good job in brand building, let the company plug in the wings of the brand? The newspaper specifically invited the two deputy directors of the Ningbo Municipal Bureau of Industry and Commerce and the Bureau of Foreign Trade and Economic Cooperation to conduct an exclusive interview.

In fact, Ningbo does not lack brand. As of 2011, the city has a total of 83,000 registered trademarks. Last year, the number of new registered trademarks exceeded 10,000 for the first time. This shows that Ningbo companies have paid more and more attention to the brand and the brand strategy has helped the economy. development of.

Most companies in Ningbo have at least one brand, but owning a brand does not mean that they have core competence. For example, Ningbo is a clothing market with a total of more than 2,000 textile and apparel companies, but fewer than 40 companies have obtained the title of “well-known trademarks,” which shows that Ningbo’s “well-known companies” and “small and medium-sized enterprises” are severely polarized. . This situation also exists in many industries such as the food industry and service industry.

Nowadays, Ningbo's entrepreneurs have gradually realized the importance of brand strategy. However, some entrepreneurs still have a one-sided understanding of brand strategy and adopt blind strategies.

For example, some small and medium-sized start-up SMEs have relatively tight funds. They can “pay” for advertisements in order to build a brand. As a result, the brand does not “swear” out. Instead, it smashes the enterprise. There are also some companies that have a weak profitability and development momentum, have only a single or several advantages, and its brand value is also "incomplete." Therefore, as a small and medium-sized enterprise owner, we must consider more about the current situation, proceed from our actual situation, formulate a sound brand strategy, and take the road that suits our brand.

From the work of the industry and commerce departments, we have carried out brand guiding work for companies with a well-known brand and a strong development momentum, and helped the brand formulate and improve its brand creation plan. At the end of last year, we drafted and promulgated the "Twelfth Five-Year Plan for Trademark Development in Ningbo City," and strived to reach a total of 100,000 registered trademarks in Ningbo by 2015, 50 well-known trademarks, and a total of 500 famous trademarks in Zhejiang Province. The number of well-known trademarks in Ningbo reached 1,000.

In addition, consumers are constantly losing their “safe sense” of brand trust in response to the frequent occurrence of brand infringement incidents. We are working hard to help companies do preventive work and do a full range of supervision and service for all benchmarking companies, big brands, and small and medium-sized enterprises in Ningbo. We are also reminding them to do a good job of protecting registered trademarks.