Story of brand creativity

Author: Bai Guang
Publisher:
Publish Date: 2005-08-01
Features: The term "brand" has not yet been included in dictionaries, but it is a newly recognized term widely accepted by all sectors of modern society. "Brand" encompasses two meanings: "Pin" refers to items, the grade and category of commodities, and also implies human character; "Pai" refers to the proprietary name given by enterprises to their products, which is essentially the brand. Connecting these two meanings, a "brand" is a label with a certain level of quality; reflected in commodities, it should be a label recognized by a broad consumer base. There is no definitive standard for a brand. Through extensive promotion by enterprises, usage by consumers, and public recognition, a brand is formed. A brand is composed of numerous factors, such as high-quality products, which serve as the foundation for establishing a brand; commodities should be aesthetically pleasing, practical, and adaptable to consumer levels; attention should be paid to consumer feedback, which serves as an important basis for improving product quality and variety; brand promotion should be planned, purposeful, and scientifically and practically grounded. When a brand is widely recognized by consumers over time, it gradually becomes a well-known brand, making the well-known brand an extension of the brand. Well-known brands are not arbitrarily judged or selected by anyone but are formed on the basis of consumer recognition. From brand and well-known brand naturally arise the concepts of trademark and well-known trademark. Brand and well-known brand are conventional terms, folk expressions, not legal terminology. The true legal language is trademark and well-known trademark. To accommodate the habits of a broad readership, the author has titled this series The World and China Classic Brand Stories Series, but as previously mentioned, from a legal perspective, it should be trademark and well-known trademark. Therefore, this book appears in the context of the brand concept, while its content is integrated with the concept of trademark. The World and China Classic Brand Stories Series is further systematized and structured based on the author's pamphlet The Story of the Brand published in 1999. The series consists of seven volumes: The Story of Brand Creativity, The Story of Brand Graphics, The Story of Brand Evolution, The Story of Brand Registration, The Story of Brand Protection, The Story of Brand Management, and The Story of Brand Nomenclature. Each volume is independent, self-contained, and illustrated. During the compilation process, the series incorporated outstanding achievements from China's trademark theory circles and referenced some trademark theory monographs and journals. Therefore, it can be said that the publication of The World and China Classic Brand Stories Series is the crystallization of excellent achievements by numerous individuals in various aspects of China's trademark theory circles and a product of collective effort. The target readers of this series are business managers of enterprises, planners of trademark and advertising affairs, government officials engaged in related businesses, and faculty and students of business-related colleges and universities. It is believed that this series will serve as an important reference for the aforementioned individuals, a bestseller, and a highly interesting tool for practical use.