At present, there is a common phenomenon in the Chinese market. Many goods or stores have highlighted the generic category name as the main brand, and their own trademarks have been reduced slightly in a corner, such as Longjing tea, Yuhua tea, Chongqing hot pot, Lanzhou noodles, Shaxian snacks, Huangqiao biscuits, etc., there are many similar products. Although some did not make their own trademarks small, but because they did not pay attention to avoid the interference phenomenon in the brand communication, the general category name still grabbed the limelight of their own trademarks.
If it is a small-scale workshop-style enterprise, it does not want to be bigger and stronger. It is understandable to do so. Since the generic category name of a certain product is already very famous, use it as the main signboard, hitchhiking, and put your own trademark. It is easier to catch consumers by diminishing names. However, for those leading enterprises in the industry, or those who have the desire to become bigger and bigger, they can not only do so, but also always be wary of their own promotion costs to achieve the generic category name, not their own brand.
Let us look at a few examples. Many people called "Chongqing Hot Pot", because "Chongqing Hot Pot" is too popular, too eye-catching, and people's memory needs to be focused. As a result, attention has come to the general category name of "Chongqing Hot Pot", but it has blocked it. The light of the "something" brand in front. The hot pot industry is doing a good job in the small fat sheep and small tail sheep. Because it is Baotou in Inner Mongolia, there will be no suffix of the general category name of “Chongqing Hot Potâ€. On the contrary, the brand image is very prominent and it is very popular. Instead, there is a local Dezhuang hot pot in Chongqing. It does not use the general name of “Chongqing Hot Pot†as the suffix. It is called “Dezhuang Hot Pot†directly. More than just the word “Chongqing†is added in front, so the brand communication is relatively successful. For another example, there is a lot of “something Lanzhou Ramenâ€, but the audience can remember that there are very few previous names, while Malan Ramen, Ajisen Ramen is easy to remember.
Therefore, in order to get rid of the misunderstanding of the generic category name, there are mainly the following methods:
1. Enlarge your own brand on the package, put the general category name down, or simply cancel the general category name.
For example, the general Pu'er tea is made up of the words "Pu'er tea" and puts its own trademark in the corner. “Colorful Yunnan†Pu'er tea puts the words “Colorful Yunnan†very large, and the words “Pu'er Tea†are smaller. The audience remembers “Colorful Yunnanâ€. In the same way, the words "Gu Yue Long Shan" are very large, and the words "Chen Huadiao in a few years" are written very small below, so "Gu Yue Long Shan" can be deeply engraved in the minds of consumers.
You can also cancel the general category name, such as “Dezhuang Hot Pot†directly, instead of “Dezhuang Chongqing Hot Potâ€, because the latter can easily focus the audience on the words “Chongqing Hot Pot†and dilute it. "De Zhuang" brand.
2, strengthen the cultural connotation and core value of its own brand, so that the brand is activated, rather than a rigid registered trademark, just as a foil to a common category name.
There are many brands of black tea, but there are not many real ones, because most tea merchants (excluding slimming tea and bagged tea) do not have the awareness of brand communication. They tend to use "black tea" or a finer general category. The name “Qianmen Black Tea†is very eye-catching and very individual. It has a great interpretation of the meaning of the category name “Qianmen Black Teaâ€, but its own trademark is shrinking because of no brand connotation. One side.
The “Caiyunhong·Red Years†series of tea brands have done a good job in giving the brand value connotation. A slogan “When you are proud, the red age is accompaniedâ€, all of a sudden put the brand’s spiritual connotation out, and strive to give yourself The brand image of the world's high-end black tea, so that its brand will not be covered by the generic category name.