On The Perfection Of The Legal System Of China's Corporate Brand Management

A successful brand means more competitiveness and broader space for development,and also a larger consumer group and their support.But a successful brand hasn't been established in one day.It needs strategic insight and market positioning,as well as rational and systematic establishment of systems,complete and effective protection,and strict supervision and implementation.Thus it can survive and develop among fierce competition.As our country hasn't established a complete legal system on brand management,famous brands are often copied or cloned.A complete corporate brand management system can ensure the development of a company,fair market competition and protection of consumers' rights.To research on how to improve the legal system of corporate brand management is of both theoretic and realistic significance.This paper can be divided into three parts.The first part discusses the concept,main content,characteristics and pattern of corporate brand management,as well as the significance of the legal system on brand management.Corporate brand management means to keep or add the value of a company's brand through brand positioning and recognition,spreading and marketing,and protection,according to rules of the market,so as to sustainable economic benefits.Corporate brand management mainly includes brand positioning and recognition,spreading and marketing,and protection.It should be integrated,systematic,permanent and scientific management.It can be divided into single-brand management and multiple-brand management.To establish a legal system of corporate brand management is of significance in economics,law and sociology.In economics,it means managing a corporate brand in a rational and orderly way,urging producers to strictly abide by the country's laws and regulations,in order to better protect consumers' rights and maintain market order,and utilize the benefit of social resources and economic benefits to the utmost.In law,it means legalizing the system of corporate brand management,completing the system of relevant laws and regulations,so as to improve the country's whole legal system,while urging producers of being legally conscious,in order to main market order,protect consumers' rights and realize real free,fair and justice legal environment.In sociology,it indicates arousing producers' consciousness on product quality and company's consciousness on social responsibility, which is helpful to the healthy development of the society,and to ensure national economic development.The second part discusses the components of the legal system of corporate brand management,analyzes the current situation on the legal system of our country's corporate brand management,and finds out the problems and reasons.This part also highlights the current situation of small and medium-sized companies' brand management.The legal system of corporate brand management not only includes corporate brand management laws and regulations,but also management system on all the elements of a brand.Our country's legal system of corporate brand management consists of basic elements and value object. Basic elements include the company's trademark,title,domain name, website,logo,etc.Its value object is a conception or guiding principles embodied in social value of a brand when establishing the system, including ensuring the quality of the product under the brand,to realize the social responsibility of the company,and to foster a standard system of corporate brand management.However,our country's corporate brand management system isn't complete yet.This paper looks into its current situation and analyzes the reasons from two aspects:laws and regulations on brand management, and corporate management regulations on brand.The main problems include incomplete legal system on product identity and product authentication,less effective legal documents,inapplicable laws and regulations,lack of implementation of laws,and ignorance of relevant legislation of small and medium-sized companies' brand.The reason includes:the market system and the legal environment isn't perfect,and small and medium-sized companies haven't been paid much attention to. Citing the "Sanlu dairy" incident,the author points out that within a company,there is no strong conception of brand management, establishment of internal brand management system has been ignored, accountability system of brand management isn't complete,management model of brand has been single,and the company is lack of social responsibility.This is mainly because under market economy,corporate legal environment hasn't been fostered,corporate managers haven't given much attention to brand management,and the company's accountability system is not clear.The third part puts forward suggestions on completing our country's legal system on corporate brand management,which should include completing of both legal system and supervision system.With regard to legal system,systematization and implementation should be strengthened. Measures of systematization include emphasis on the concept of brand management in small and medium-sized companies,establish a complete legal system of corporate brand management,and set up a clear accountability system.Measures of implementation refer to completing administrative supervision system,market regulation system and administrative inspection system on corporate brand management. Completing the supervision system means complete the system of social agent's authentication,assessment and process,as well as a social supervision system.Improving corporate internal brand management systems include making clear corporate brand management strategies, completing all relevant regulations,standardizing using system of the brand,setting up special departments,implementing social responsibility system,establishing brand management inspection,reward and punishment system,brand protection and emergency-meeting systems.