The role of trademarks 1: excellent passport trademarks in the market are the essence of corporate brand culture, and the establishment of corporate brand image is the core for enterprises to strive for.
Only goods that have applied for registered trademarks in relevant countries or regions can enter large shops and supermarkets in that country or region.
When printing labels, packaging or advertising in various media, general enterprises need to issue trademark registration certificates of relevant brands. In international trade, trademarks are extremely important, and international trade cannot be separated from trademarks.
For the administrative department, it is necessary to supervise the quality of goods and services through the management of trademarks and create the necessary conditions for quality inspection, health inspection and bar code.
Trademark function 2: the flag in commercial war symbolizes indomitable spirit and spiritual strength in charge. The flag represents the soul of an army. After occupying a position, we planted our own flag, which means that we have occupied this position. That's glory. Trademark is a symbol of this spirit of enterprise, and it is also the most direct expression of the area occupied by enterprise goods and services.
The third function of trademarks: the assessed value of posterior trademarks in assets can increase the total assets of enterprises. The higher the brand value, the more it can reflect the influence of trademarks and the operation of enterprises, and indirectly reflect consumers' acceptance of goods marked by trademarks.
As an intangible asset, a trademark can also be transferred, licensed or pledged to realize its value.
The fourth function of trademarks: navigation goods in the eyes of consumers accept social inspection and supervision in the market and participate in competition. This kind of market competition is the competition of product variety, quality, price and other performance indicators, and this information is transmitted to consumers through the bridge of trademarks. The use of trademarks to promote goods and services is concise, eye-catching and easy to remember, leaving a deep impression on consumers in order to attract and induce consumers. Buy as soon as possible? Desire, so as to achieve the effect of creating famous brands and expanding sales.
The fifth function of trademark: the carrier of enterprise reputation trademark is not only a symbol to distinguish the source of goods and services, but also a symbol of enterprise reputation and competitiveness. The concrete expression of corporate reputation is the satisfaction that the goods marked by trademarks bring to consumers. Trademark embodies the credibility of marked goods and services, as well as the credibility of commodity operators and service providers. Trademark is the best symbol of the reputation of goods and services and related corporate reputation. The reputation of a trademark is very important in the market competition. A reputable trademark plays a very important role in improving the competitiveness of goods and opening up the market of goods.
Trademark function 6: employee medal A good trademark brand can bring employees a sense of honor, accomplishment, responsibility, belonging, mission and growth. Consumers' feelings determine the degree to which the brands of goods and services are recognized and accepted by the society, and employees' feelings determine the cohesion and sense of honor brought to employees by trademark brands created by enterprises. In other words, brand is a relationship in the final analysis, and brand relationship is a special type of loyalty and trust relationship.
Function 7 of trademark: As a transit point of enterprise financing, the pledge loan business of trademark exclusive right takes the trademark ownership of the enterprise as the pledge, and confirms the trademark value of the enterprise through third-party evaluation. Our bank adopts flexible mortgage and pledge methods to provide loans with a certain percentage of the enterprise trademark value to enterprises with financing needs.
Trademark function 8: A shield in brand disputes is like a shield in war. Who owns the exclusive right to use a trademark? Shield? The owner of a registered trademark enjoys the exclusive right, which can not only protect his trademark right from infringement, but also rebound the damage to the infringer when necessary? Enemy? .
Trademark registrants enjoy the exclusive right to use trademarks and are protected by law. Others dare not copy, otherwise they can sue for infringement and get financial compensation. On the contrary, if you are registered first by others, you will inevitably lose your carefully planned and painstakingly managed market, and you may become an infringement defendant.
Further reading: Intangible assets refer to identifiable non-monetary assets that have no physical form and are owned or controlled by enterprises. Intangible assets can be divided into broad sense and narrow sense. Intangible assets in a broad sense include monetary funds, accounts receivable, financial assets, long-term equity investment, patent rights, trademark rights and so on. Because they have no material entity, they show some legal rights or technologies. But intangible assets are usually understood in a narrow sense in accounting, that is, patent rights and trademark rights are called intangible assets. The confirmation of intangible assets must meet two elements: 1, and the economic benefits related to the intangible assets are likely to flow into the enterprise; 2. The cost of the intangible asset can be measured reliably. The acquisition of intangible assets of enterprises mainly includes outsourcing, self-creation and accepting investment from other units.