Legal Protection Of The National Brands During The Course Of The Merges And Acquisitions By The Transnational Companies

Brand competitiveness has become the best display form of the core competitiveness of the enterprises. Hereafter the brand economy has immersed into the mainstream of the modern market economy. For more than 30 years after the reform and opening up, the multinational corporations have rushed into China. On one hand, they have encouraged the innovation and improvement of our technology, management and brands. Therefore they made contributions to some extent for the continuous and stable increases of our economy. On the other hand, our national brands have been in a disadvantaged position during the course of the merges and acquisitions by the transnational companies. Some national brands even diminished under the influence of the brand strategy of the multinational brands. How to protect and improve our national brands under the shadow of brand strategy during the course of the transnational merges and acquisitions has turned into one of the substantial subjects while the national companies are confronted with the global competition. Therefore this essay researches and explores the problems pertinent to the national economic security, prevention from monopolization and the construction of the brand value assessment system arising with the transnational merges and acquisitions by the method of the combination of the theory analysis and case analysis.This essay has been divided into three parts.The first part considers the case of Tianfu cola v. Pepsi cola. It introduces the facts of the case firstly; furthermore it compares with what happened to the brand of Tianfu cola before and after the joint venture; finally it analyses the big comparison.The second part introduces the summary of the company brand strategy. It introduces the conceptions of the brand and brand strategy firstly; then it analyses the commonly-used brand strategy adopted by the multinational companies; finally it discusses the situation of the national brands influenced by the multinational merges acquisitions.The third part discusses the improvements of our legal system in accordance with the transnational merges and acquisitions. It explores the improvements of our national security scrutiny system and anti-monopoly system. Meanwhile it analyses what our national brands could learn form the brand strategy adopted by the transnational companies.