Brand Protection Of Geographical Indications Of Products And Construction Issues

Geographical Indications system has more than 100 years. French is one of the countries which implement geographical indications system earliest. It has created a large number of world famous geographical indications products in virtue of the geographical indications system. World-class wine brand - champagne and cognac is the most representative and most successful products of geographical indications in France. In view of the huge economic benefits of the system of geographical indications, many countries around the world have introduced the system of geographical indications, especially when the geographical indications has been incorporated into the scope of intellectual property rights by the trips protocol, geographical indications system is widely recognized around the world. China is a country with long history and diverse climatic conditions, which provide large numbers of geographical indications products; therefore it is important to introduce the geographical indication system to our country and make full use of it for the development of Geographical Indications Product.Today, the global competition is intensified, the homogenization between substitute products is increasing, and consumer purchase behaviors are increasingly showing a brand-oriented. But the geographical indication products of our country are still at a product level competition in the market, lacking of brand-level competitiveness. Therefore, in order to gain market competitiveness and has a durable competitive advantage, it is necessary to use the system of geographical indications for protecting and building brands of geographical indication products. At present, the studies of geographical indications Products in the academic are mainly concentrated in the legal protection, few of which related to the operation, and the relevant research especially from the perspective of brand building is rare. So it provides a vacuum for this article to research on the brand protection and construction of geographical indication products.This article conducted a study on the issue about the brands protection and building of geographical indications products from theoretical and empirical dimensions. (1) Theoretical analysis dimension: first of all, we gave the definition of brand production and building and its content to define the clear object of study in this article and content; secondly, we found the theoretical basis to provide a reasonable explanation for the brand production and building of geographical indication products; thirdly, through comparative analysis, we pointed out the special problems and the key points of the brand protection and building of geographical indications products, for paving the way to lay a theoretical foundation; finally, we introduced the experiences of France in the practice of brand protection and building of geographical indications products, for our country to learn from it. (2) Empirical analysis dimensions: first of all, we analyzed the essentiality and main problems of the brand protection and building of the geographical indication products in China; secondly, we analyzed a typical case to reflect and confirm those problems; finally, we made a survey and analysis about the consumer awareness of geographical indications products, in order to analyze the status from the empirical analysis.Finally, on the basis of theoretical analysis and empirical analysis, we explored the countermeasures and suggestions for the brand protection and building of the geographical indication products of our country: (1) Further improve our country's geographical indications system, to provide a favorable environment and market environment for the brand protection and building of the geographical indication products; (2) Clear the actors'roles in the brand protection and building of geographical indication products, and strengthen their participation and collaboration, to ensure the brand protection and building work in an orderly manner from the actors;(3) Establish a unified and professional organizations for the production and management of the geographical indication products, to guarantee the scale operations and the specialized brand-building of the products from the organization;(4) Strengthen the brand building and marketing of geographical indications products, find the reasonable product positioning, and to take effective means of communication and marketing strategies to achieve consumer awareness and loyalty.