商标是必要的 Brand Name Plan Is Needed
It is safe to say that no product can be popularforever in market. A famous brand, however, as an intangible asset, will neverbe old-fashioned. Owning a name brand, others’ products may become yours;otherwise your products will belong to others forever.
可以放心地说，没有产品可以永远在市场上受欢迎。然而，作为一种无形的资产，著名品牌从不会过时。拥有一个品牌名称，其他产品就可能是你的，否则你的产品就永远属于别人的。
China, for example, can produce Boeing parts,but these parts have to be used with the Boeing trade mark. Similarly, theChinese automobile industry, so far, has not reached its own developingcapacity, and has to use foreign brands such as Audi, Jetta and Santana, forthe automobiles they make. This situation poses an immediate threat to Chineseproducts which may not be able to compete in the international market. The wayfor the country will either be able to open up completely to foreign productsor save the domestic market only for homemade commodities. The disturbingphenomenon is that there are a lot of famous domestic brands in the Chinesemarket, but few have found their way into the international market.
例如，中国能够生产波音部件，但是这些部件必须使用波音商标。同样，目前为止中国的汽车业还没有达到其自身发展的能力，而且他们生产的汽车不得不使用诸如奥迪、捷达和桑塔纳等国外品牌。这一情况会对中国产品造成直接的威胁，从而可能会使它们不能在国际市场中竞争。国家的方式要么是能够完全对外国产品开放，要么是挽救国内市场上唯一的国产商品。
Fortunately, more and more Chinese enterprises havebegun to understand the philosophy that “he who has a name brand wins thecompetition” and carries out the famous brand strategy. I will bet that noChinese are willing to see that all 1.3 billion people drink foreign water,take foreign medicine and drive foreign cars. The idea of implementing famousbrand strategy, therefore, plays an important role in the country’s materialand spiritual civilization.
幸运的是，越来越多的中国企业已经开始明白“拥有商标名称的人才能赢得竞争”的道理并且实行著名的品牌策略。我敢打赌没有哪一个中国人愿意看到所有13亿的人民喝的是外国水，吃的是外国药，开的是外国车。因此，实施名牌战略的想法在国家的物质精神文明建设中发挥了重要作用。
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