Import of cases Coca-Cola: The taste is still old and good Coca-Cola is a century-old beverage in the United States. Later, in order to compete with Pepsi, Coca-Cola announced on April 23,1985, that it would abandon its unchanged traditional formula and launched "Coca-Cola 1", which met the requirements for sweeter soft drinks. Pepsi seized the opportunity to hype: "If you know, something is good, don't change it, and Pepsi's achievements force Coca-Cola to do the trick." Competitors 'cries are not terrible, but that consumers are strongly dissatisfied with Coca-Cola's changing formula. Within four hours of its launch, the new Coke received 650 protest calls, and by mid-May, the company had received 5,000 criticism calls a day; some consumers prepared to boycott the company nationwide. Even the CEO's father criticized the new Coke and threatened to deny his son. In this case, the company decided to follow the customers 'traditional habits and restore the original formula, which avoided Coca-Cola's bad luck. Ask about the premise of the class How to master the self-protection of the brand? (Objective: To guide students to enter the brand self-protection task course with questions, and to grasp the relevant knowledge points and the key points and difficulties of teaching on the whole. Teaching methods: a combination of questioning and explanation) Related: relevant knowledge points] 1. The concept of brand-self-protection The so-called brand self-protection is to implement qualification protection measures for the brand owners and legal users, so as to prevent infringement and infringement from all aspects. Ask questions in class What is the concept of brand self-protection? Live answer, included in the usual results 2. Brand self-protection steps (1) Registration comes first (2) Stop confusion This little link Famous magazine "Reader" has encountered the embarrassment of being counterfeit trademark; Hainan Publishing House has printed "beautiful articles" and "red Rose" 10,000 sets each, sales of 183,600 yuan. On the cover of these two sets of books, Hainan Publishing House highlighted the four words "reader essence", and tried to imitate the binding and typesetting style of "Reader", which the buyer mistakenly thought was the essence of "Reader" magazine. The Reader magazine appealed to the law of the time to protect its own interests. Later, Hainan Industry and Commerce determined that the trademark of "Reader" was a trademark registered in the magazine with the registration number No.704750. The exclusive use of the trademark was protected by law. Hainan Publishing House violated the provisions of the Trademark Law and was a trademark infringement. (3) Reverse counterfeiting Ask questions in class What are the steps of brand self-protection? Live answer, included in the usual results 3. Measures of brand self-protection (1) Let consumers identify the brand 1. Actively develop and apply professional anti-counterfeiting technology 2. Use legal weapons to participate in the strike (2) Control of brand secrets 1. Have a sense of confidentiality 2. No technical visit and investigation are allowed 3. Strictly guard against domestic thieves (3) Avoid killing people with each other 1. Don't compete with each other 2. Avoid attacking each other (4) Brand image protection Ask questions in class What are the brand self-protection measures? Live answer, included in the usual results 4. The meaning of brand self-protection (1) Brand protection is conducive to consolidating the market position of the brand (2) Brand protection helps to maintain and enhance the brand vitality (3) Brand protection is conducive to preventing and resolving crises (4) Brand protection is conducive to resisting competitive brands 〖 training battalion 〗 [training mission] The Brand's self-protection training [task object] Help students to carry out brand self-protection training in practice [task definition] (1) The whole class of 48 people, free groups, forming 6 groups. (2) Team members shall conduct brand self-protection training in practice. [mission requirements] (1) The training is hosted by the teacher. (2) The whole class of 48 people, free groups, forming 6 groups. (3) Team members discuss the concept of brand self-protection, brand self-protection steps, brand self-protection measures, and the significance of brand self-protection (4) Arrange one student for each group to record and summarize it. (5) After the activity, each group is required to select a representative to report the discussion experience in class. (6) The preparation time is 10 minutes. | 
