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商标是商品形象的标志,是商品的无声推销员,也是企业市场竞争的利器。对于一个企业来说,拥有驰名商标便意味着拥有广阔的市场和滚滚的财源。正因为如此,现代企业在商标创意上无不殚精竭虑,以期能创造出一个具有独特性和艺术性,并为消费者所接受的商标。了解和借鉴国际名牌的创意,对于增强我国企业商标意识,从而提高产品在国际市场上的竞争力,无疑具有十分重要的意义。 人头马(Remy Martin):“人头马”是法国著名的干邑白兰地人头马酒的商标。人头马的形象来自西方的一个星座即人马座。1877年,人头马干邑白兰地的创造者雷米·马丁先生的后代选用人马座作为自己家族的酒的商标,并对原来的形象作了一
The trademark is the symbol of the product image, and is the silent salesman of the product, and it is also a weapon of competition in the enterprise market. For a company, having a well-known trademark means having a vast market and rolling financial resources. It is precisely because of this that modern companies have been making utmost efforts in trademark creativity in order to create a unique and artistic and acceptable trademark for consumers. Understanding and drawing on the ideas of international famous brands will undoubtedly have very important significance for enhancing the awareness of Chinese enterprises’ trademarks and thus enhancing the competitiveness of products in the international market. Remy Martin: “Remy Martin” is a trademark of France’s famous Cognac Remy Martin. The image of Remy Martin comes from a constellation of the west, Sagittarius. In 1877, the descendants of Rémy Martin, the creator of the Cognac brandy, chose Sagittarius as the trademark of his family’s wine and made a