Translated Title
On the Five Levels of Trademark Location of Enterprises
Translated Abstract
In recent years the trademark building has made gratifying achievements in China. A lot of excellent trademarks have come into being, the success of which mostly rely on unique but suitable location.Generally, however, many misconceptions exist in brand building, especially in trademark location, of the enterprises in China. For example, product location is mistaken for trademark location; trademark location fails in clarification; the difference between trademarks is far from obviousness; trademark location is short of clarified core values; and blind trademark extension causes location cofusion. Trademark building plays a vital role in Chinese economic development and is of much significance. Therefore, a scientific conception on trademark location should be developed; and correct methods of trademark location should be adopted. Correct trademark location can be devided into five levels： location by product＇s feature, location by material benefit, location by emotional benefit,location by character, and location by values.
Translated Keyword
character
emotional benefit
material benefit
product＇s feature
trademark location
values
Access Number
WF:perioarticalCASS_32014987
