商標是必要的 Brand Name Plan Is Needed

It is safe to say that no product can be popularforever in market. A famous brand, however, as an intangible asset, will neverbe old-fashioned. Owning a name brand, others’ products may become yours;otherwise your products will belong to others forever.

可以放心地說，沒有產品可以永遠在市場上受歡迎。然而，作爲一種無形的資產，著名品牌從不會過時。擁有一個品牌名稱，其他產品就可能是你的，否則你的產品就永遠屬於別人的。

China, for example, can produce Boeing parts,but these parts have to be used with the Boeing trade mark. Similarly, theChinese automobile industry, so far, has not reached its own developingcapacity, and has to use foreign brands such as Audi, Jetta and Santana, forthe automobiles they make. This situation poses an immediate threat to Chineseproducts which may not be able to compete in the international market. The wayfor the country will either be able to open up completely to foreign productsor save the domestic market only for homemade commodities. The disturbingphenomenon is that there are a lot of famous domestic brands in the Chinesemarket, but few have found their way into the international market.

例如，中國能夠生產波音部件，但是這些部件必須使用波音商標。同樣，目前爲止中國的汽車業還沒有達到其自身發展的能力，而且他們生產的汽車不得不使用諸如奧迪、捷達和桑塔納等國外品牌。這一情況會對中國產品造成直接的威脅，從而可能會使它們不能在國際市場中競爭。國家的方式要麼是能夠完全對外國產品開放，要麼是挽救國內市場上唯一的國產商品。

Fortunately, more and more Chinese enterprises havebegun to understand the philosophy that “he who has a name brand wins thecompetition” and carries out the famous brand strategy. I will bet that noChinese are willing to see that all 1.3 billion people drink foreign water,take foreign medicine and drive foreign cars. The idea of implementing famousbrand strategy, therefore, plays an important role in the country’s materialand spiritual civilization.

幸運的是，越來越多的中國企業已經開始明白“擁有商標名稱的人才能贏得競爭”的道理並且實行著名的品牌策略。我敢打賭沒有哪一個中國人願意看到所有13億的人民喝的是外國水，吃的是外國藥，開的是外國車。因此，實施名牌戰略的想法在國家的物質精神文明建設中發揮了重要作用。