A brand is used to identify a product or service of a producer or seller. Brand owners enjoy exclusive brand rights after legal procedures, and have the right to require other enterprises or individuals not to counterfeit.
This also refers to the exclusivity of the brand. However, Chinese enterprises have not made good use of legal weapons to play the exclusive rights of brands in international competition. Since the beginning of 2 1 century, we have been seeing the embarrassing situation of domestic gold-lettered signboards in the international market: "Japan has registered more than 100 brands, and Australia has registered more than 180 brands.
Extended data
Brand is an intangible asset of an enterprise, which has no independent entity and occupies no space, but its original purpose is to make people remember a product or enterprise in an easy-to-remember form. Therefore, the brand must have a material carrier, and it needs to express itself through a series of material carriers to formalize the brand.
The direct carriers of brands are mainly words, patterns and symbols, while the indirect carriers mainly include product quality, product service, popularity, reputation and market share. Without material carrier, the brand can't be displayed, let alone achieve the overall communication effect of the brand.
Excellent brands are more prominent on the carrier, such as Coca-Cola, which reminds people of the after-drinking effect of their drinks, and its red pattern and corresponding packaging can play a unique role, while McDonald's with its yellow quasi-arch "M" will give people an exclusive visual effect.
Baidu encyclopedia -ZH