It is well known, famous brand, famous trade mark has a strong influence and visibility. Therefore, some unscrupulous businessmen will play up the "famous brand", "cottage brand" also became a pervasive phenomenon in various industries. "Cottage brand" this phenomenon is most started in the fashion industry in the flood, and now also spread to the household sector.
On the phenomenon of the "fortress of famous" feel tired most of the enterprises, the law is no breaches of these enterprises, but the actual impact is misleading, bad influence. As the financial crisis, the market also in the sand, many in the industry believe market adjustment industry pattern will change and brand-building also will continue to improve.
Cottage brand is filled with home market
Recently, nature floor she Asia Pacific jianbin interview told reporters that nature floor encounter "cottage Edition". A southern small floor plant named "natural", "after nature" was informed to the business sector, but the argument as "small natural" registration is not illegal, can only say that the similarity is very high, but do not constitute an infringement. And similar events in the flooring industry is already a well known "secret". Journalists at shilihe floor House see, Europe, Opel, Europe colour; del, de Nile ... Having different names, have the same name in different last name brand.
Moreover, the famous "Cottage" phenomenon in the bathroom, coatings, water heaters, household appliance and other industries are not uncommon, Lipan paint, Philips, oudian ceramics etc have encountered the "cottage Edition". Qinghua Sun energy development co., Ltd. Chairman Wu Chun a told reporters, according to their statistics called Tsinghua XX brand in the 1950 's, the famous "Cottage" are all under the banner of the flood of Tsinghua University in the market, consumers do not know the brand of situations is extremely easy to put the "Cottage" as genuine or genuine Brother brand. Wait until there is a dispute, the consumer and straight means branded merchandise, and eventually found deceived.
Small brands eager to plagiarism
However, the "cottage brand" has its own specific environment and select the object. The larger the enterprise's reputation, the easier it is to be a small brand "eyeing". Professional analysis, the reason is simple, small brand at the beginning of the unknown nor money, spend the least amount of money to create the most powerful market effect as they seek breakthrough objectives. Pong on propaganda is large, high-profile corporate name is undoubtedly a shortcut. From the living environment, the famous "Cottage" appears figure more is the second and third-tier cities or major cities in the low-end marketplace. It is clear that their aim is to buy low price, the lack of experience, information flow without adequate consumer group.
In Tsinghua Sun Chairman Wu Chun-a view that "the primary brand, Pong Pong wealthy" is a small enterprise development early maximum use of the means, "Pong" speaking is wealthy, borrow one of famous-brand, "Pong" is borrowed from the famous well-known enterprises. While most small enterprises get rich quick mentality, the Pong Pong-brand and wealthy as a "magic weapon" prompted the omnipotent cribbing appear frequently. Hongnai Group President was pleased to express, in the past, there are some enterprises use this method to quickly grow up, "Pong" is a mountain village in the famous figure of its own brand of irresponsible practices.
This kind of event, journalists also interview to counsel, from a legal perspective, the current law of unfair competition on such "cottage brand" behavior of penalties is very limited, relative to the direct fraud or use someone else's trademark infringement is clearly unlawful conduct relatively low cost. In addition, the others well-known brand is registered as a company name after it is justifiable to use legally or blank.
Market transformation or will improve brand threshold
Some people say that now is the era of the "Cottage" and "cottage brand" is neither illegal than brand cheap, can impact to big brand certainly has its advantages. On the contrary, it was to big brand into question, as is famous, well known to the extent of the well known, was the "Cottage" naturally confuses the consumers ' eyes. Build for years after, sheyang nature brand jianbin has been on the "Cottage" very pale, he said: "this problem appeared behind the industry brand concentration is not high. Combat cottage consuming, it is better to put the effort in increasing your brand height. ”
Current market affected by the international financial crisis, the industry reshuffle, market structure changes, facing away from the market of pomposity, consumers become more rational and brand awareness is rapidly increasing. As the Chief welcomes hongnai group said: "the enterprise only short-term profit ' cottage brand ' behavior not conducive to the long-term development of the brand. "This is the industry consensus.
Market is a double-edged sword, imagine, when the buyer is seemingly "brand name" the fans down, only to find a fake name brand, brand image will be greatly reduced, the effect of the brand. More importantly, when the brand develops to a certain height, enterprises also will face is still close to the ocean brand challenges. When a brand can become a true
Public recognition of brands, brand ugly pedigree again been lifted, to enterprises and brands bring will be devastating blow.
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