Research On Legal Risk Prevention And Control In Brand Management Of Time-honored Brands

"The Belt and Road" made the brand competition from the home bazaar to the international domain.It has become the consensus of modern managers to promote the high-quality development of companies by brand construction.More and more centuryold shops began to initiate brand management activities,seeking the balance between nostalgia and innovation in order to build "world-class Chinese brands".Scientific brand management has brought a series of legal risks while injecting new vitality into the declining century-old shops.On the one hand,unsuitable implementation of brand strategy cause the brand to fall into litigation crisis and seriously damage the brand reputation.On the other hand,the one-sided cognition and prevention of legal risks make it difficult for brand management activities to achieve the expected results and even lead to the bankruptcy crisis of enterprises.Scholars were also aware of this problem and pay attention to it.Therefore,the effective identification and prevention of legal risks in brand management both have academic and practical meaning for rapid rise of century-old shop.Firstly,based on the brand management model of “7F”,we summarized the theoretical process of brand management.It included brand design,image building,communication,extension and equity management.Secondly,through research and data collection,we discussed the current situation of brand management of century-old shops,revised and optimized the concept process of brand management.Thirdly,the thesis analyzed the way of brand legal risk prevention and control methods of centuryold shops,and summarized the existing problems such as the absence of prevention and control system and the flood of new risks.Finally,combined with the comprehensive risk management framework,the legal risk prevention and control system in the brand management of century-old shops is established,which includes risk identification,risk evaluation,risk analysis and risk suggestion.In terms of risk identification,risk factors were divided to two risk sources,8 risk categories and 33 specific risk names.Two sources of risk for internal risk and external risk factors,the internal risk factors based on brand management process,including brand asset management risk,shaping the brand image,brand spread risk,brand extension risk,the external risk factors based on the market attributes of the brand,change into industry risk,competition risk,policy,law and enterprise management risks.In the aspect of risk evaluation,the legal risk evaluation index system was established according to the risk identification list,the weight of each legal risk index was determined by the analytic hierarchy process,and the legal risk grade was determined by the fuzzy comprehensive evaluation method,so as to construct a complete legal risk evaluation model.In terms of risk analysis,P enterprise was selected as the research object,and the legal risk in enterprise brand management analyzed by using the risk assessment model.The results showed that P enterprise was in the middle risk level,and it proposed to do a good job in the due diligence of the cooperative brands,the full registration of trademarks and patents and other risk prevention and control suggestions.