| Trademark reflects economy strength of each company, region or even one country in the 21st century, a time of fierce brand competition. A top national or international brand will bring the company much profit and boosts the country's economic to higher level. As in China, we saw the out coming of a group of famous national brands, however, foreign brands still covers most shares among the high-end market across China. These are the issues in trademark right protection and enforcement, and only a few Chinese companies apply trademark strategy. As a matter of fact, trademark strategy helps companies to build up good reputation by high quality service, additionally to develop the international market themselves. And their key products will prove its cutting edge among the market. This essay discusses issues concerning trademark strategy for Chinese brands. And work out its cause. In comparison with trademark strategies in foreign countries and with related data and research materials, the author makes suggestions on improving effectual trademark strategy for Chinese companies.This essay consists of five parts. Section 1, preview. Background & purpose, the frame of full text. Section 2, overview of company trademark strategy, definition of trademark, brand, and trademark strategy. Current condition in China and aboard. Section 3, factors that affect trademark strategy. Section 4, issues confronted by Chinese companies and case study. Section 5, implementation of fitful trademark strategy for Chinese companies. 5 strategies are introduced: trademark selection, trademark registration, trademark using, trademark management, and trademark protection etc. Last part is the conclusion, summary of the essay. |
