The Study Of Operating Mechanism Among Brand, Culture And Intellectual Property Rights

With the continued development of the market, an increasing number of enterprises are gradually beginning to realize that the development of brands is of vital importance to the enterprises to increase their core strength in market competence. Since the market competence is more and more intense, the brands are not going to keep developing if still running on an old pattern. What is able to adapt the market changes are the brands with high quality and rich content. Because of the great impacts that the cultures affect on the brands, the enterprises should pay enough attention on the development of culture when the brands are created.In this thesis, the author investigated the operation mechanism between the culture and the brand by using Maslow’s hierarchy of needs theory; investigated the operation mechanism between the intellectual property rights and brands by using the Superiority Theory of Intellectual Property Rights; investigated the operation mechanism among these three factors by using the brand culture strategy theory.In the relative areas, most of the scholars concentrate on the research of the operation mechanism between the brand and culture, or the operation mechanism between the brand and intellectual property rights. However, we do not find many literatures about the operation mechanism among these three factors. As the matter of fact, the development of brand should be diversified, it cannot keep going without the development of brand and the intellectual property rights. For this reason, the ultimate purpose of investigating the operation mechanism is to offer the enterprises a more direction theoretical references for the development of brands.