Chinese characteristics of the brand life cycle, what is the life cycle of the brand

China currently adds hundreds of thousands of new brands every year, but the average brand life cycle is less than 2 years. Due to the lack of awareness of intellectual property rights such as trademarks, more and more Chinese brands have disappeared in the face of overseas "squatting". This reporter learned at the forum on "EU Protection Strategy for Trademarks and Designs" held here on the 26th.

Lin Junjie, a senior lawyer in the field of intellectual property, said that at present, there are very few famous brands of Chinese enterprises in the international market, and there is a huge gap between them and the rapid growth of international market share and sales of Chinese enterprises. According to the statistics of the Ministry of Science and Technology, only three out of 10,000 enterprises in China have independent intellectual property rights, and in recent years, 60% of China's export enterprises have been restricted by foreign technical barriers, which affects the export volume of more than 45 billion US dollars per year.

Lin Junjie said that a very important channel for Chinese enterprises to obtain trademark protection abroad is through international trademark registration. However, at present, only 21% of China's exports have their own trademarks, 29% do not have trademarks, and the other 50% are OEM. Among the "500 Most Valuable Brands in China" released by the World Brand Lab, 46% are not registered in the United States, and 76% of Chinese brand enterprises are not registered in the European Union.

Due to the lack of awareness of trademarks and other intellectual property rights, more and more Chinese brands have disappeared due to overseas "squatting". Lin Junjie said that at present, 15% of the trademarks of enterprises in the mainland are found to have been preemptively registered when they apply for registration abroad. According to the statistics of the China Brand Research Institute, due to the frequent trademark squatting of Chinese products overseas, the export value from 2002 to 2004 was reduced by about 2.2 billion to 2.5 billion US dollars, resulting in various losses of about 100 million to 200 million US dollars.

Reporter Wang Libin).

Do you know the life cycle of a brand? How to keep the brand "vibrant", Dongdong and Daodao are here for you to decipher

Just like the life cycle of a product, the life cycle of a brand is divided into four cycles: introduction, growth, maturity and decline.

What are the measurement standards and exploration rules of the brand life cycle?

A brand's life cycle is measured through four dimensions: difference, coherence, esteem, and understanding.

The brand life cycle has its own evolution law. A new brand has just entered the market, because there are few players, its difference must be very obvious, but also because everyone is not familiar with it, the two dimensions of coherence and understanding are relatively low. With the growth of the brand, the audience's understanding and respect for it will gradually increase, and even when the brand differentiation is gradually reduced due to the continuous entry of new players and the increasing competition, the audience's understanding and respect for the brand will still remain at a high level, which is also the most profitable period of maturity.

However, in the later stage of brand development, the homogenization of competition.

Make the brand and the audience relevant.

Eventually, it will be affected and gradually weakened, which also indicates that the brand has entered a period of decline. If left unintervened and rebuilt, the brand risks collapse.

With the development of social hail and the changes of the times, the once popular brand will inevitably disappear, which is due to several reasons:

1.Not keeping up with the times. Many brands can't keep up with the changes in consumer preferences and needs, and there is no continuous innovation in product design and functionality, resulting in being replaced by more fashionable and functional competitors, which is the main reason for the disappearance of many brands.

This is the case for brands such as a certain treasure and Joyoung Shenzhou.

2.Decline in quality and social credibility. The decline in product quality due to the pursuit of profit maximization of some brands, as well as the impact of scandals or negative news on social trust, is also one of the factors that led to its disappearance.

For example, Sanlu milk powder, compare Colombia and other brands.

3.It was acquired and reorganized by competitors. Some brands do not disappear naturally, but are gradually eliminated or merged with other brands after being acquired by a competitor.

Like C.P. and Jeanswest, Tsingtao Beer and Budweiser, etc., all belong to this kind of merger and reorganization.

4.The business model is failing. The reason why some brands have declined and disappeared is because the main business model or profit model behind them has become ineffective and cannot bring in stronger revenue and profits. This makes it difficult for brands to continue to operate and have to gradually withdraw from the market.

5.Changes in the market environment. The reason why some brands disappear is due to changes in the overall market environment, such as the shrinkage or disappearance of a certain industry, which makes it difficult for related brands to continue to exist. For example, the e-hailing brand in the taxi industry.

Therefore, to truly understand the reasons for the disappearance of brands, it is necessary to conduct a comprehensive analysis from multiple levels such as social changes, changes in consumer demands, industrial development, business model selection and business strategy. It is difficult for any once successful brand to disappear permanently, which requires enterprises to constantly change, innovate and keep pace with the times. Brands must continue to exist and develop, and the pursuit of profit maximization cannot replace the insistence on products and services.

These principles are also of great significance for modern enterprises.