Let consumers identify brands.
Now fakes are all over the country, and there is a tendency to flood. All kinds of fake brands have mushroomed rapidly, which has dealt a great blow to corporate brands. Enterprise brand operators can't completely expect the government to provide protection, nor can they take a wait-and-see attitude towards consumers' awareness. Instead, we should take the initiative, take precautions and protect our brand with all our strength.
(a) actively develop and apply professional anti-counterfeiting technology.
The low technical content of some brands and packaging makes it easy for counterfeiters to make fakes, which is an important reason why some brands have repeatedly banned counterfeit and shoddy products. Therefore, high-tech anti-counterfeiting technology must be adopted to effectively protect corporate brands.
1. Concept, classification and technical types of anti-counterfeiting technology
The so-called anti-counterfeiting technology refers to the technical measures or means that can increase the processing difficulty and reduce the manufacturing simulation.
Anti-counterfeiting technology can be classified from different angles. First, it can be divided into fidelity anti-counterfeiting and false identification anti-counterfeiting, which is what people usually call positive anti-counterfeiting and negative anti-counterfeiting; Second, it is divided into product anti-counterfeiting, logo anti-counterfeiting and information anti-counterfeiting from the application field; Third, the use and identification of anti-counterfeiting technology can be divided into three types: public anti-counterfeiting (public defense), professional anti-counterfeiting (hidden defense) and special anti-counterfeiting.
The main types of anti-counterfeiting technology: first, physical anti-counterfeiting technology, that is, anti-counterfeiting technology established by applying structural, optical, thermal, electrical, magnetic, acoustic and computer-aided identification systems in physics. The second is chemical anti-counterfeiting technology, that is, adding substances that can cause chemical reactions under certain conditions to anti-counterfeiting labels. The third is biological anti-counterfeiting technology, which refers to the measures to prevent counterfeiting by using the inherent specificity and symbolism of biology. Fourth, multi-disciplinary anti-counterfeiting technology, that is to say, the comprehensive use of two or more disciplinary methods to prevent counterfeiting. The fifth is the comprehensive anti-counterfeiting technology of trademark anti-counterfeiting.
2. Effective ways for enterprises to develop and apply anti-counterfeiting technology
1) Enterprises independently develop and apply anti-counterfeiting technology.
2) Enterprises cooperate with specialized anti-counterfeiting technology departments to develop and apply anti-counterfeiting technology.
3) The enterprise directly orders the developed anti-counterfeiting technical products from the anti-counterfeiting professional department.
No matter which anti-counterfeiting method is effective, it can be adopted, or the combination of modern high-tech anti-counterfeiting technology is an important means to effectively protect the brand, which requires enterprise brand operators to have a clear understanding, maintain a high degree of vigilance, and comprehensively use a variety of high-tech cutting-edge technologies, making it difficult for ordinary people to imitate. For example, Wahaha pure water uses various anti-counterfeiting technologies such as electronic coding, laser anti-counterfeiting and dark lines. In fact, almost all famous brands in the world have adopted various anti-counterfeiting marks, which has played a positive role in protecting the brand itself.
However, having anti-counterfeiting technology is not everything. Don't forget, there are thieves when there are policemen in this world. When the police are skilled, thieves often turn into high IQ crimes. There are anti-counterfeiting technologies, anti-counterfeiting technologies and counterfeiting technologies. In China's product market, the application of anti-counterfeiting technology is chaotic, the professional enterprises of anti-counterfeiting technology are mixed, and the management is out of control, which makes this industry, which should be strictly confidential, lose its monitoring. Many anti-counterfeiting products are caught in a vicious circle of anti-counterfeiting, anti-counterfeiting and re-counterfeiting, forcing some enterprises to change anti-counterfeiting labels frequently, which makes it difficult for consumers to identify and be at a loss, and it is also difficult for regulatory authorities to supervise. Therefore, we must constantly strengthen the supervision and management of the application of anti-counterfeiting technology, so that it can truly become a powerful weapon to prevent counterfeiting and protect famous products. Even so, counterfeiting is not enough. Enterprises should actively crack down on counterfeiting and combine it with counterfeiting.
(two) the use of legal weapons to participate in fighting
1. Raise awareness, based on anti-counterfeiting. As a social hazard, counterfeiting will exist for a long time. Counterfeiters can't quit the market as soon as you say counterfeiting. Counterfeiting is definitely a long and lasting battle, and our business operators should be prepared for a protracted war.
2. Investing more manpower and material resources in counterfeiting requires manpower, material resources and financial resources. Hongtashan cigarette produced by Yunnan Yuxi Cigarette Factory is called "Marlboro" in China and is well received by consumers. However, except Tibet and Xinjiang, counterfeit "Hongtashan" cigarettes have been found all over the country. From June 1992 to June 1 1, the factory spent as much as 5 million yuan on counterfeiting. "Sun" brand crispy rice produced by Xi Food Group Company once sold well all over the country. 1990, the output value of crispy rice has reached 65438+85 million yuan, and the profit and tax have reached 30 million yuan. With the emergence of a large number of counterfeit "Sun" brand crispy rice, the authentic "Sun" brand crispy rice market has been severely impacted, and the monthly sales volume has plummeted from 3,000 tons to 300 tons per month. In order to update the anti-counterfeiting technology, the company spent nearly 6 million yuan every two years in four times. Therefore, counterfeiting requires a lot of capital investment.
3. Set up an anti-counterfeiting office to carry out anti-counterfeiting in an organized way. Fake and shoddy goods have always been a cancer, permeating every corner of the market. If there is no certain organization and specialized personnel responsible for counterfeiting, its effect will definitely be greatly reduced. In view of this, many well-known domestic enterprises have learned the lessons of counterfeiting, set up special anti-counterfeiting institutions, equipped with full-time anti-counterfeiting personnel, actively participated in counterfeiting, and achieved remarkable results. Hangzhou Wahaha Group Company set up an anti-counterfeiting office in May 1993 to safeguard the trademark rights and reputation rights of the company and protect the famous brand products, actively cooperated with the anti-counterfeiting work of government law enforcement departments, and recovered direct economic losses of 3.2 million yuan for the company. In order to effectively prevent counterfeiting, Guangdong Jianlibao Group Co., Ltd. specially set up an office to investigate and deal with counterfeit products, with the deputy manager as the director of the office and five full-time staff, which effectively cracked down on the illegal acts of counterfeiting Jianlibao.
Enterprises must strengthen the management of well-known brands and trademarks, formulate a special trademark management system, and incorporate trademark management into total quality management. The use of trademarks, the printing of signs, the warehousing and destruction of abandoned signs should be strictly managed. In order to strengthen the internal trademark management of enterprises, enterprises should establish scientific and perfect trademark files, set up special trademark management institutions, and equip managers who are familiar with trademark knowledge and trademark laws and regulations to become brand defenders.
In addition, you can also popularize brand knowledge to consumers and let them know about authentic brand products; And form an alliance with consumers to assist relevant departments in counterfeiting, thus forming a strong social supervision and protection system. Today's world is a world of information, and whoever has information will have the initiative. In the words of American writer Peter Shifonte, "Information technology is the key to today's economic competition and global development, and whoever can master it will win in the competition", which is very telling, and it can even be said that information is more important than assets. In peacetime, economic intelligence has become the main target of commercial spies. In reality, brand operators are required to set up information concepts, rectify themselves, protect the secrets of their brands and prevent them from being lost.
(a) have a sense of confidentiality
In today's society, all kinds of spies have superb technology and developed information means, and brand secrets are difficult to keep. Carelessness will cause incalculable losses to the brand.
Sometimes important information is stolen because of unconscious behavior without confidentiality consciousness. In the late 1980s, China successfully launched a rocket with more than one arrow, which caused great repercussions in the international arena. Foreign intelligence agencies have assigned intelligence personnel to collect relevant information. At the same time, an engineer in our country wrote an article in a national newspaper detailing these launches. The intelligence spy was overjoyed and got the relevant information without blowing off dust.
Contrary to the above situation, the formula of rising sun iced tea is extremely well preserved. Hebei Xuri Group has become the leader of tea drinks in China from a small township enterprise, and its secret lies in finding a new way for its Xuri series of tea drinks. The company did not apply for a product patent according to the time limit stipulated in the patent law, but adopted measures such as all employees only know part of the process, the formula is locked in the company vault, and the keys are taken by two people, so that the brand formula can be preserved. It is precisely because of this that the Rising Sun series of tea drinks can suddenly emerge in the beverage industry in China and become the star of tea beverage enterprises.
(two) declined to visit and learn technology.
According to the survey, about 40% of the contents of every new technology and invention field in the world are obtained through various intelligence means. Many economic spies steal information under the guise of visiting, so it is necessary for brand owners to refuse technical visits and inspections.
For those who can't refuse to visit, enterprises usually need to be accompanied by special personnel to monitor and prevent the disclosure of technical secrets. Once, a group of Japanese guests visited a famous photographic equipment factory in France. While watching the new developing solution, a tourist leaned over the container containing the solution. The shrewd escort found that the Japanese iron dragon had been stained with the solution and immediately gave an order to a waiter. When I walked out of the laboratory door that day, the waiter immediately stepped forward and said, "Sir, your tie is dirty. Please change it for a new one." Then I handed in a brand-new tie and kept the newly developed formula.
(3) Beware of domestic thieves
As the saying goes, "An open gun is easier to hide than an open enemy", and the loss of brand secrets is often done by one's own family. There are two kinds of thieves in China: one is undercover sent by competitors, and the other is that our company's technicians jump ship to competitors for higher treatment. In view of these two situations, we must strictly limit the scope of personnel who contact brand secrets. With the development of economy and the prosperity of market, the competition between brands is becoming more and more fierce. 1992 witnessed the Central Plains War in China, which evolved into a mineral spring pot war in 1993, a VCD war in 1997, an aquatic product war in 1999, and a real estate brand war in 20001year. Competition is inevitable, but under the premise of fair competition, it is absolutely necessary to avoid brands.
(1) Never compete with each other for price reduction.
Price is the monetary expression of commodity value, and consumers often judge the quality of commodities through price. Price reduction is an extremely effective means of promotion, which can increase the sales of enterprise products. China's national enterprises regard it as a killer. Have you found that Galanz comes to clean the whole microwave oven market at a reduced price almost every day? Have you noticed that Lenovo Group and thunis have occupied the notebook market by cutting prices? Didn't you see that the development and growth of Gome was won by price war? However, price is by no means everything, and it can easily destroy the brand loyalty of consumers and make brand operators suffer huge losses.
1992' s central plains commercial war finally evolved into a price reduction contest. First, Bauhinia Mall launched "the lowest price of similar goods in the city", and then the mall building lowered the price to a minimum. Hualian and shopping malls are reluctant to join the war, and Asia has even become a price reduction as long as you are lower than me. As a result, Zhengzhou fell into an unprecedented war, and the result of the battle was a decline in profits and a damage to its reputation. If the merchants didn't wake up later, I'm afraid they would all be wiped out.
(2) Never attack each other.
Brand operators should not attack competing brands in the fierce market competition, let alone slander each other, otherwise it is easy to lose both sides and become shooting themselves in the foot.
A few years ago, McDonald's fast food restaurants launched a series of promotional advertisements all over the Netherlands, one of which read "No! Don't! Don't eat China rice! " This abnormal behavior immediately caused a serious protest from the Chinese community in the Netherlands. They contacted the legal adviser and prepared to resort to the law. The attack caused serious damage to McDonald's image and reputation.