商標(biāo)是必要的 Brand Name Plan Is Needed
It is safe to say that no product can be popularforever in market. A famous brand, however, as an intangible asset, will neverbe old-fashioned. Owning a name brand, others’ products may become yours;otherwise your products will belong to others forever.
可以放心地說(shuō)，沒(méi)有產(chǎn)品可以永遠(yuǎn)在市場(chǎng)上受歡迎。然而，作為一種無(wú)形的資產(chǎn)，著名品牌從不會(huì)過(guò)時(shí)。擁有一個(gè)品牌名稱，其他產(chǎn)品就可能是你的，否則你的產(chǎn)品就永遠(yuǎn)屬于別人的。
China, for example, can produce Boeing parts,but these parts have to be used with the Boeing trade mark. Similarly, theChinese automobile industry, so far, has not reached its own developingcapacity, and has to use foreign brands such as Audi, Jetta and Santana, forthe automobiles they make. This situation poses an immediate threat to Chineseproducts which may not be able to compete in the international market. The wayfor the country will either be able to open up completely to foreign productsor save the domestic market only for homemade commodities. The disturbingphenomenon is that there are a lot of famous domestic brands in the Chinesemarket, but few have found their way into the international market.
例如，中國(guó)能夠生產(chǎn)波音部件，但是這些部件必須使用波音商標(biāo)。同樣，目前為止中國(guó)的汽車業(yè)還沒(méi)有達(dá)到其自身發(fā)展的能力，而且他們生產(chǎn)的汽車不得不使用諸如奧迪、捷達(dá)和桑塔納等國(guó)外品牌。這一情況會(huì)對(duì)中國(guó)產(chǎn)品造成直接的威脅，從而可能會(huì)使它們不能在國(guó)際市場(chǎng)中競(jìng)爭(zhēng)。國(guó)家的方式要么是能夠完全對(duì)外國(guó)產(chǎn)品開(kāi)放，要么是挽救國(guó)內(nèi)市場(chǎng)上唯一的國(guó)產(chǎn)商品。
Fortunately, more and more Chinese enterprises havebegun to understand the philosophy that “he who has a name brand wins thecompetition” and carries out the famous brand strategy. I will bet that noChinese are willing to see that all 1.3 billion people drink foreign water,take foreign medicine and drive foreign cars. The idea of implementing famousbrand strategy, therefore, plays an important role in the country’s materialand spiritual civilization.
幸運(yùn)的是，越來(lái)越多的中國(guó)企業(yè)已經(jīng)開(kāi)始明白“擁有商標(biāo)名稱的人才能贏得競(jìng)爭(zhēng)”的道理并且實(shí)行著名的品牌策略。我敢打賭沒(méi)有哪一個(gè)中國(guó)人愿意看到所有13億的人民喝的是外國(guó)水，吃的是外國(guó)藥，開(kāi)的是外國(guó)車。因此，實(shí)施名牌戰(zhàn)略的想法在國(guó)家的物質(zhì)精神文明建設(shè)中發(fā)揮了重要作用。
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