The Shanghai Expo has drawn the attention of the world. It is estimated that 200 countries, international and regional organizations will participate in the 2010 Expo, attracting 70 million visitors, 95% of whom will be domestic visitors. This will be a grand event to discuss human urban life; a symphony with innovation and integration as its main theme; and a brilliant dialogue of human culture. The rise of China's economy will inevitably lead to the revival of Chinese culture. After "Confucius Institutes," China needs more "Chinese symbols" representing Chinese civilization to go global. With the convening of the Shanghai Expo, the value of Chinese brands and trademarks will surely increase. The private enterprise joint pavilion of China is located in the Puxi Expo Park of Shanghai, covering an area of 6,000 square meters, equivalent to the size of the U.S. national pavilion. As an important part of the Shanghai Expo, the private enterprise joint pavilion will showcase the history, present, and future of China's private enterprises to the whole world. Looking ahead, as an important part of China's economy, private enterprises will undoubtedly take on more social responsibilities and shoulder more important historical missions.
What should national enterprises promote? Is it products or trademarks? Standing under the same spotlight as major brands of world companies, what we need is the confidence and assertion of national trademarks. Nowadays, in the international market, a country's level of economic development and its position in the world economy are, to some extent, reflected through trademarks. And the major trademarks of a country are its "spiritual culture," such as Toyota culture in Japan, Coca-Cola culture in the United States, Starbucks' cultural spirit, Hollywood's ideal culture, etc. A new era calls for new trademarks to emerge. Chinese culture is a treasure trove of world culture, keeping pace with the times to reflect the Chinese spirit and modern life, and sharing with the world.
From a historical perspective, young Chinese brands may not have the deep background of international luxury giants, but from the perspective of future culture, they are on the same starting line. For Chinese brands to truly cultivate luxury masterpieces, there is still a long way to go. Currently, the internationalization of Chinese brands is still in its infancy, and only a few can truly participate in international competition. Building independent national trademarks is the key to corporate revitalization and national rejuvenation. Choosing trademarks, dynamic trademarks undoubtedly offer a good starting point.
Dynamic trademarks refer to trademarks with a periodic continuous change process, such as trademarks formed by the continuous animation image of a chick hatching from an eggshell, auditory trademarks, olfactory trademarks, etc. In today's increasingly homogeneous goods, whoever does good advertising, their product has the potential to occupy more market share. Dynamic trademarks have significant advantages in helping consumers identify different producers or service providers.
Currently, the development of Chinese trademarks is facing unprecedented opportunities. Scholars have repeatedly called for revisions to the current Trademark Law, arguing for the application, registration, and use of dynamic trademarks in our country, finally solving the feasibility issue of registering dynamic trademarks in China. This ensures that the intellectual property protection of China's dynamic trademarks aligns with international standards. Mr. Ren Zhiqiang, hailed as the "Father of China's Dynamic Trademarks," believes that the Expo is a concentrated display of high technology and quality life. New media forms will be widely used, from two-dimensional to three-dimensional, from static to dynamic, from symbols to connotations, trademark brand development keeps up with the times. Dynamic trademarks, with their anime expression form and unique cultural proposition, will surely give participants a refreshing and enlightening experience, making the enterprise brand stand out among homogeneous products, playing a market-leading role and gaining public favor. Chinese culture is a treasure trove of world culture, and China's dynamic trademarks will surely gain fame worldwide with the rejuvenation of the Chinese nation.
The appearance and promotion of dynamic trademarks at the Shanghai Expo will undoubtedly draw widespread attention.
Related thematic articles: Greeting customers must ensure eye contact.