论文部分内容阅读
在企业创立名牌的进程中,要有科学的对策。鉴于以往的历史教训,以下的对策是有参考价值的。一、品牌选择对策品牌选择包括品牌名称和标志等,选择设计时,应符合下列要求:(一)符合商标法的有关规定,做到不违法。如我国商标法禁止使用的文字、图形,与本国或外国国名、国旗、国微、军旗相同或近似的;本商品的通用名称和图形等。(二)品牌的设计应力求表现商品的特性。如“永久”牌自行车,可表示结实耐用;饮品“果珍”(TANG)则直接了当地表示了“水果中的宝贵精华”的含义,从而在消费者心目中或概念里确定了“有益于健康”的主题。
In the process of establishing brand names in enterprises, there must be scientific measures. In view of past history lessons, the following countermeasures are of reference value. First, the brand selection strategy Brand selection, including brand names and logos, select the design, should meet the following requirements: (A) in line with the relevant provisions of the Trademark Law, do not violate the law. For example, the text and graphics prohibited by the Chinese Trademark Law are the same as or similar to the national or foreign country names, national flags, national micro-policies, and military flags; the generic names and figures of this product, etc. (b) The design of the brand should strive to represent the characteristics of the product. Such as “permanent” bicycles, it can be said to be sturdy and durable; the beverage “TANG” directly expresses the meaning of “valuable essence in fruits”, thereby confirming the “benefits in the minds or concepts of consumers”. The theme of health.