Study On The Brand Strategy Under The Environment Of TRIPS

During the 1990s, the whole world entered the competitive time of brand internationalization. Brands have been beyond national boundaries and cultural handicaps and become a new kind of international language into the enterprises in the world. As entering World Trade Organization, China has been obliged into the competition with no boundaries and no ends. Chinese enterprises can not avoid the problem of brand construction. Now we are faced with such a kind of embarrass: China is a large country and the quantity of many products has become first in the world; on the other side, China is a small country about brands, which can not accord with Chinese status in the world economy. Therefore the problem of Chinese brands has been a Gordian knot which we have to resolve it.After entry into WTO, China needs to act as a part of WTO, the Agreement of Trade-related Intellectual Property Rights, also called TRIPS. TRIPS is an international pact about intellectual property rights protection in the whole world. It has widest related ranges, a high level of protection, a high degree of protection and the strongest restriction. The construction of brands has a close relation of intellectual property rights. So the Chinese enterprises have to construct their brands under the environment of TRIPS.This thesis researches the construction of brands under the environment of TRIPS from many aspects. At first it analyses the necessity of research of brand under the new situation, and then sums up relative theories about brand, and introduces the connotation from four aspects, definition of brands, characters of brands, effects of brands and influences on competitive abilities of enterprises. On the base of the theory about brand elements and a large amount of cases, analyses the elements of brands from environment elements, conception and technology ones. Brand environment elements studies lawenvironment emphatically, especially emphasizes the basic precondition of brand environment, the basic prescripts of TRIPS after China's entry into WTO, and analyses the influences to economy. Brand technology elements include core technology, quality technology, service technology, and so on. After the element analysis it adopts a large number of datum and cases to study, points out the problems during the course of brand construction, among this the analysis of law environment of intellectual property rights mostly makes comparisons between the Law of Trademark, the Law of Patent and TRIPS respectively. At last it comes up with corresponding countermeasures from the government and the enterprises to promote brand construction of China.