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说到品牌,人们多会简单地理解为商品的品位和招牌。于是,有的开发商就会刻意追求商品包装,认为通过广告把楼宇物业越说得与众不同,就越能引起市场轰动效应,越能树立商品的品牌。有的开发商甚至给开发的楼宇注册了一个商标,以此作为其独占的征候和标记。 笔者以为,这是一些误解,其根源在于模糊了不动产商品和动产商品之间的区分。 动产商品多属种类物。同类商品的不同生产者为使自己生产的商品提高市场知名度、占有率和竞争力,采用注册使用独享的商标作为商品的招牌和变相的市场称谓,从而达到树立品牌的目的,如“康师傅”方便面、“奥迪”轿车等。
Speaking of the brand, people often simply understand the taste of the product and the signboard. As a result, some developers will deliberately pursue the product packaging, that the more distinctive through the advertising of building properties, the more can cause the market a sensation, the more you can establish a brand of goods. Some developers even registered for the development of a building a trademark, as its exclusive signs and markings. The author believes that this is some misunderstanding, the root cause lies in the distinction between real estate products and movable goods blurred. Movable products are mostly species. Different producers of the same kind of products use the exclusive use of the registered trademark as the signboard of the products and the disguised market appellation so as to enhance the market popularity, share and competitiveness of the products they produce so as to achieve the purpose of establishing the brand such as “Master Kong” Instant noodles, “Audi” cars and so on.