Question 2: What is private brand strategy? Private brand strategy refers to that after collecting, sorting out and analyzing the characteristics of consumers' demand for a certain kind of goods, retail enterprises put forward suggestions on the development and design requirements of new products, so that enterprises can choose more suitable production routes and brand routes. Usually, private brands can bring more profits to retailers and win the loyalty of customers, so they are more and more popular with retailers. Nowadays, many world famous shops choose to develop and sell their own brand products.
The birth of the word private brand is compared with the traditional manufacturer brand. The production of commercial private brands, in addition to the product-related requirements put forward by merchants to manufacturers, can also be produced by shops themselves.
In recent years, most large international commercial enterprises have adopted their own brands to operate. Mars Department Store is the largest and most profitable retail business group in Britain, and its products are all Saint Michael brands. It is the largest manufacturer without a factory in the world. More than 40% of the goods in American supermarkets are owned brands; In the late 1980s, nearly 40% of large department stores in Japan developed their own brands. According to statistics, 20% and 40% of the products of the members of the World Federation of Department Stores are private brands. Since the end of the 20th century, the development of western commercial private brands has been faster than that of manufacturer brand.
Large-scale foreign retail enterprises use their own brands, so that the goods they operate get the reputation of their own brands, and then become the reputation of stores, thus achieving the ultimate goal of improving their own enterprise efficiency and making them develop for a long time.
Question 3: What do private brand R or TM mean respectively? What is the difference? Can you make an analogy? "R" is a sign that usually indicates that the trademark has been registered in the general market, while "TM" refers to a sign used as a trademark, which can be marked on a registered trademark by any trademark owner or user. Therefore, it does not have the special distinctiveness and specificity of a trademark and should not be applied for registration as part of the standard pattern.
The difference between the two is that the former is to declare that the trademark shall not be used by others, and the latter is to show that the user did not infringe on the trademark of others when using the name, but only quoted or indicated the intention.
Question 4: What is a private brand certificate and how to obtain it? Self-owned brand certificate refers to the trademarks and certificates with complete intellectual property rights owned by themselves or organizations respectively.
It takes time to apply for trademark registration with the State Trademark Office.
There are many kinds of certification certificates, which are accepted and issued by the corresponding institutions. According to the definition of the International Organization for Standardization (ISO) and the International Electrotechnical Commission (IEC), it refers to the conformity assessment activities that an organization's products, services and management systems are certified by a nationally recognized certification body to meet the relevant standards, technical specifications (ts) or their mandatory requirements.
There are also many non-governmental organizations, such as organic food certified products, which have trademarks and can promote:
Zhao Bei, the first self-owned organic brand in Tianjin, passed the national organic certification.
Question 5: What is the name of 5:JD.COM Mall's own brand? JD.COM Mall doesn't have its own brand, only its own brand.
The self-operated brands of JD.COM Mall are mainly distributed in some core products of home appliances 3c.
Question 6: What does a free brand mean? Private brand (PB for short), also known as store brand (corresponding to manufacturer's brand), refers to the products controlled by retail enterprises in the whole process from design, raw materials, production to distribution, which are produced by suppliers designated by retail enterprises, labeled as retail enterprise brands and sold in their own stores, and are essentially branded products of retail enterprises. Core: the goods are sold in the enterprise under the brand name of the enterprise or the name determined by the enterprise itself, rather than being sold nationwide under the brand name of the manufacturer.
Question 7: What is the significance of implementing distributor's own brand? The formation of brand value is bound to have a process of accumulation, from small to large, from obscurity to household name. With private brand, the value of private brand will increase with the continuous improvement of business and strength. If you don't have your own brand, success is just doing brand work for others. And the value of the brand is much higher than the value of pure sales.
Question 8: What does it mean to operate multiple self-owned brand goods, and each brand belongs to the brand flagship store of the same actual controller? For example, Lenovo's flagship store sells both computers and mobile phones, all of which are brands such as thingpad Music phone under the name of Lenovo Group.
Question 9: What brand is Rivado? This is a German brand, but it is rare in our market. It should be of good quality.
Seek adoption
Question 10: What is an independent brand? Independent brand refers to the brand independently developed by enterprises and with independent intellectual property rights. It has three main measuring factors: market share, product development history and position in the whole industry.
Independent brand can be understood and built from three levels: enterprise brand, regional brand and national image brand.
1. At the enterprise level, there are product brands and enterprise brands, which are collectively referred to as enterprise brands in this paper. The independent brand of an enterprise should first emphasize autonomy, that is to say, property rights emphasize self-ownership, self-control and self-decision, and at the same time, it can independently control and make decisions on the economic benefits generated by the brand. There are two main aspects: the control and ownership of brand intellectual property rights. If you only have the right to use the brand, such as an OEM, and its handling right and final decision-making right are in the hands of others, it is not a real independent brand; Whether the economic benefits generated by the brand flow into the enterprise, and whether the economic activities related to the brand can make their own decisions. China TCL Group acquired German Schneider Electric Power Company and continued to use Schneider brand, making Schneider one of TCL Group's brands. This shows that to cultivate and shape independent brands, we don't have to start from scratch and cultivate ourselves. Therefore, independent research and development is an important way to obtain independent brands, but it is not the only way. As long as enterprises have the ability to acquire internationally renowned brands and obtain their ownership, such brands are independent brands. In the market, consumers are ultimately concerned about the value brought by the brand. Customer loyalty mainly comes from brands, not brand owners. In this sense, it is more important for enterprises to own brands than to create them. Cultivating and shaping independent brands tests the ability of enterprises to manage and integrate resources. As for how the brand is acquired, it doesn't matter whether it is self-developed or purchased. The key is to see whether the brand ownership belongs to China enterprises.
2. Regional or industrial cluster level
Independent brands can be built not only from the enterprise level, including management, innovation, organization, culture and so on, but also through industrial clusters participating in international division of labor to build cluster brands or regional brands. Regional brand is the abbreviation of "cluster regional brand", which refers to the brand that embodies regional characteristics and industrial characteristics based on the advantageous industries in a certain region. Regional brand has three main elements:
Regionality, a hieroglyph representing an industrial zone, has strong regional characteristics;
Industry characteristics, representing the main image of a local industry, help to establish a high-level expert image of products in the same industry market;
Brand effect is a comprehensive embodiment of the agglomeration and synergy of industrial chain in the market, which has the function of market pulling and amplification.
Internationally, many industrial clusters are world-famous. For example, Silicon Valley is a symbol of high-tech enterprises, Milan, Italy is a gathering place of high-end fashion, and Detroit is a gathering place of automobile industry. A typical example is the seat industry cluster produced in Ferrulli. The products produced by more than 800 local small and medium-sized enterprises all use unified brands and enjoy a high reputation in the international market. Many domestic industrial clusters tend to form well-known cluster brands, such as Wenzhou leather shoes, Jinhua ham, Shengzhou iron, Humen clothing, Zhuji socks, Chaozhou ceramics and so on.
With the rise and development of industrial clusters, regional brands have gradually formed, which is the carrier of information dissemination of industrial clusters. Regional brand is a new phenomenon of brand development, and brand regionalization is the necessity of market economy development under the new situation and a necessary and powerful weapon to participate in international competition. To improve China's competitiveness and build its own brand, we should not only give full play to the leading role of enterprises, but also make full use of the competitive advantages of regional brands.
3. After China's entry into WTO, more and more multinational enterprises have entered China, and China enterprises have to go abroad and enter the international market. In this context, the national brand image has very important practical significance. Anholt, a national brand expert, believes that a good national brand image can strengthen the communication between the country and the world, attract foreign investors and tourists, and thus accelerate economic development. There are two decisive factors in the national brand image, one is the product factor and the other is the national factor. Among them, the product factor is the most important factor. Therefore, national brands can be regarded as a collection of images of all products in the country. Its significance lies in that in the international market, through the brand effect of the origin image mechanism, consumers' views and understanding of a country or region are influenced, and then consumers' purchase decisions are influenced. This influence in turn affects the performance of enterprises and product brands in the international market. At present, the sales of China products in developed countries such as Europe and America are not satisfactory as a whole, and most products are regarded as "low-grade products". & gt