Investment Analysis Of Trademark’s Branding And Case Study On Kitchen Utensils

Following China’s market-oriented reform and the continuous development of productivity, the economy of our country has been overproduction from insufficient production. The strategy used when enterprises were in the period of insufficient production is no longer applicable in the period of overproduction. Consumer’s choices become the most important production impetus. However, with the expansion of choices and the ceaselessly increasing homogeneity, consumers face a lot of difficulties when they make choices. Emerge of brand not only solves the problems of consumer’s choice, but also injects new vitality for the enterprises’ further developments. Therefore, brand is welcomed by both consumers and enterprises.As an investment activity, the process of trademark to brand can not be accomplished at one stroke. As an intangible asset, brand’s juristic carrier is trademark. The enterprise can obtain a law-protected trademark through application to the relevant agencies and payment of a certain fee to register, but the enterprise can not gain a brand by administrative and financial means since brand is formed by customers’trust.. This is the biggest difficulty that enterprise meets in the construction of brand. It is easy to obtain trademark, but hard to gain brand.In addition to spend enormous human and material resources to build brand makes construction of brand difficult, another more important reason is that there has not been theories to make a distinction between trademark and brand, not to mention the consistent path of brand building. In other words, only when trademark and brand are clearly defined, can enterprises gradually convert trademark to brand through specific strategies. According to Brand economics’opinions, the biggest difference between trademark and brand is the credit degree, only when trademark’s credit degree is up to a certain extent, can it be called brand. Therefore, this paper firstly analyzes the credit degree’s influences to brand value, and analyzes the gap of brand and trademark based on TBCI. Finally, this paper will give reasonable strategies of brand construction and provide guidance of investment during the process.The structure of this paper is divided into six parts:The first chapter is introduction, including a brief description of the research background, the research questions, the significance in theory and practice, and the research methods. It points out the innovative points and measures.The second chapter is about theories, I summarize the related domestic and foreign achievements on brand value theories, brand value measurement models of unique industries are also involved. At last I give a brief commentary on researches and point out the necessities of this paper.The third chapter is about analysis of brand customer value’s function mechanism during the path from trademark to brand. Credit degree becomes distinguishable measure of trademark and brand. It also analyzes the influence of credit degree to ten factors of TBCI.The fourth chapter is about analysis of kitchenware industry’s degree of brand based on using TBCI model. Several trademarks of high-end kitchen utensils are selected as representative trademarks to be analyzed and the results will be briefly introduced.In the fifth chapter, as a typical case, Zwilling is selected to illustrate the practical application process of TBCI model. Investment strategies will also be given on the rating results.The sixth chapter is the summary of this paper, including conclusion, innovation and deficiencies.