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What Kind Of National Brand Do We Need?

2012/3/6 15:34:00 19

If Jordan is a national brand, many people may be confused. If Jordan is not a national brand, he may be regarded as ignorant.

Jordan sports, known as "world famous" recently because of Michael Jordan's petition, is busy making a name for himself.

Emphasizing that Jordan has nothing to do with "flying man" is that Jordan's sports prove it.

National brand

The key link.

On the one hand, it successfully registered Jordan's Chinese trademark in the Chinese market. On the other hand, it blurred the consumer's cognition in reality and quickly opened the market with the help of the influence and the foreign name of basketball players.

A questionnaire survey showed that among the sports brands that were given, respondents generally knew that "Nike" and "ADI" were foreign brands, and 95% of them would regard Chinese Jordan as a foreign brand.

Walking in the gap between reality and law, Jordan's sports business is smart and even sly.

As a trademark and brand that has been legally used in China for 12 years, Jordan, the "flying man", wants to lay it down at a legal level. I am afraid it is not easy to throw a basketball into the basket.

As a matter of fact, it is impossible for people to speculate on the underlying motives of the "flying man" when he chooses to launch a high-profile bombardment on the eve of Jordan sports listing.

In the past more than 10 years, we have come to maintain the "personal reputation", and it is difficult to escape the "fish for fish".

Sports brand

Has entered a tragic situation, Nike, ADI and other international brands eyeing China's two or three line market, and this area is exactly the base of Anta, Jordan sports and other local sports brands, Nike also has a "Jordan series", from the flying people directly snipe Jordan sports, this battle has not been hit first.

The business background of the lawsuit broke out in the Olympic year.

Protect your name or profit, Jordan

China

The activist actions profoundly show the embarrassment of our "national brand".

Jordan sports denied that "celebrities", but even the names of Jordan's two sons were written in Chinese, Pinyin, and variant trademarks. What's more, the cousin cousins of Jordan family like "little Jordan", "Qiao Dan" and "Dan Qiao" were also "beat it all up" and accumulated a total of 131 registered trademarks.

To some extent, the more and more the so-called defensive trademark registration is, the more obvious the self-confidence of Jordan sports brand is.

What kind of national brand do we need? Maybe borrowing and imitation is a necessary process, but we need to learn and create more.

If we pursue a thorough "bringing up doctrine" or win the market in a short time, we won't respect it. The greater cost is the erosion of the power and gene of innovation.

market

Economics

The establishment of Chinese brands requires the precipitation of their core cultural values, the process of self exploration of brand connotation, and the history of traceability.

If not, perhaps one day, Kobe, Ross, James, Wade and many other stars may also become our national brands. This is the blaze of our commercial wisdom, the exertion of creativity, or the embarrassment and sadness of national brands. The answer is self-evident.

"The nation is the world", "the world is not necessarily a national".