现代市场的竞争,从某种意义上讲,就是名牌的竞争,就是培育名牌、保护名牌、发展名牌的竞争。谁能培育名牌、保护名牌、发展名牌,谁就掌握了竞争的主动权,谁就能在激烈的竞争中立于不败之地。所以,政府、企业及其管理者必须强化名牌意识,保护和发展名牌产品。 一、保护名牌刻不容缓 保护名牌具有重要性。名牌属于知识产权法的保护范畴,是一种无形资产,能带来巨大的经济效益。无形资产是一种不具备物质实体的资产,如品牌、商标、专利、著作、经营秘密、服务标记、企业文化、社会声誉等。企业的无形资产,是企业在激烈的市场竞争中立于不败之地的重要保证。实践证明:无形资产本身具有巨大的价值。世界知名商标“可口可乐”、“奔驰”、“麦当劳”、“柯达”等均价值连城。“可口可乐”品牌商 The competition in the modern market is, in a sense, the competition of famous brands, which is the competition for fostering famous brands, protecting famous brands, and developing brand names. Who can cultivate brand names, protect brand names, develop brand names, and whoever has the initiative to compete, who will be invincible in the fierce competition. Therefore, governments, enterprises, and their managers must strengthen brand awareness and protect and develop brand-name products. First, the protection of name plates without delay Protection of brand names is of importance. Brand name belongs to the protection scope of intellectual property law and is an intangible asset that can bring huge economic benefits. Intangible assets are assets that do not have physical entities such as brands, trademarks, patents, books, business secrets, service marks, corporate culture, social reputation, etc. The intangible assets of an enterprise are an important guarantee for an enterprise to remain invincible in the fierce market competition. Practice has proved that intangible assets have enormous value themselves. World-renowned trademarks such as Coca-Cola, Mercedes-Benz, McDonald’s, and Kodak are valued. Coca-Cola brand