As ordinary consumers, we are always impressed with the logo of the product, and we once thought that the logo was the trademark of the brand, but this is not the case.
what is a logo?
Logo is the English expression of logo or trademark, which is the change of Greek logos and the product of modern economy. It is different from the ancient imprint. Modern signs bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. In the process of corporate image transmission, it is the most widely used, the most frequent and the most critical element. Through constant stimulation and repeated portrayal, it is deeply left in the hearts of the audience. However, logo is not a trademark. We have to take LOGO to the Trademark Office to apply for registration. Only by successfully registering a trademark can the brand be protected by law.
what is a trademark?
a trademark is a mark used to distinguish one operator's brand or service from other operators' goods or services. A trademark is a symbol with remarkable characteristics, which is a product of modern economy, and is composed of characters, figures, letters, numbers, three-dimensional symbols, colors or the combination of the above elements. The trademark approved and registered by the state is? Registered trademark? , protected by law. All the trademarks we usually say are registered trademarks.
what is a brand?
In p>196, the American Marketing Institute gave an earlier definition of brand: a brand is a name, term, mark, symbol and design, or a combination of them. Its purpose is to identify a seller or a seller's product or service and distinguish it from competitors' products and services. A trademark refers to a brand or a part of a brand that has applied to the trademark registration agency according to legal procedures, been examined and approved, and granted the exclusive right to use a trademark. A trademark is protected by law, and no one may imitate or use it without the permission of the trademark registrant. It can be seen that the connotation of the brand is broader.
the connection and difference between brand and trademark
if the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg. A trademark is an integral part of a brand. It is only the symbol and name of the brand, which is convenient for consumers to remember and identify. But the brand has richer connotation. The brand is not only a symbol and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity and expresses people's feelings. For example, the brand connotation of Coca-Cola goes far beyond? Coca cola? The symbol and name formed by these words reflect several generations of Americans. Optimistic? American culture. Mercedes-Benz symbolizes the owner's? Success and status? . It is a big trademark country, and its trademark registration has ranked first in the world at present; It is also a weak brand country, with 1 most valuable brands in the world and only a handful of brands. It takes a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall of Wan Li.
principles and misunderstandings of brand naming
brand naming and logo design is a step to establish a brand, and it is also an important step to make the brand image deeply rooted in people's hearts and lasting. The following six points hope to help you who are overwhelmed by the name!
1. be novel and unique
such as? 85 degrees c? There is also a small brand story about the origin of this name. It is said that the boss of this enterprise found that coffee tastes better when it is brewed with 85-degree water, so he suddenly got the idea and wanted to be a coffee shop. However, when it was actually made, it was unexpectedly made into a dessert shop. In any case, from the perspective of brand naming, this name is still successful, bringing a fresh air to the dessert industry.
2. Better suggestion category
For example, when we hear? Master Kong? 、? Mengniu? 、? Wuliangye? When waiting for the name, it will be easy to know which industry these brands are related to. So, from this perspective: Master Kong? This name is better than? Unification? Good; ? Mengniu? This name is better than? Erie? Good; ? Wuliangye? This name is also better than? Maotai? Ok.
3. Easy to understand, recognize and write
For example, Mengniu introduced high-end milk? Telunsu? When, among them? Lun? It can be written as? Aaron? Or? Aaron? Wait. However, they used the simplest one? Lun? . The purpose is to make the brand name easy to recognize and write.
4. Lenovo is better
such as? Goldlion? What was the original name? Golden lion? As a result, this brand can't be sold in Hong Kong. Because,? Golden lion? Does the pronunciation of ""sound like in Cantonese? Lose everything? Hong Kong people who stress geomantic omen and good luck will definitely not buy it. Therefore, it had to be renamed? Goldlion? .
5. Avoid common names
such as? Panda? Mobile phone? Bright? Dairy industry? Lenovo? Computer,? Innovation? The problem with technology and so on is that they are all common names, not self-made words. Besides, the current trademark law basically doesn't allow you to register a common name, so taking a common name may be even? Legal protection? You can't even get through this.
6. Make sure you can register
We registered a brand p>3 years ago, which is a piece of cake. However, 3 years later, we are unable to register a brand. Because, the name you thought of, others also thought of it, and registered before you. This is a very realistic problem. Therefore, every brand name should be inquired on the trademark network and the industrial and commercial network, and the registration application should be submitted after it is confirmed that it can be registered.