With 20 years of veteran experience in the animation and media industries, Tan Xiaozheng champions the philosophy that “A Brand is a Living Being.” For him, brand management isn’t just about designing a logo; it is a long-term war for survival and evolution.
Below is a deep dive into his three-part methodology for brand mastery:
Part I: The Foundation — Strategic Trademark Design & Protection
Brand management begins with legal certainty. Drawing from his record of 100% trademark registration success and firsthand experience with “Non-use Cancellation” cases, Tan emphasizes a rigorous start.
- Design for Strategy: Trademarks should prioritize simple, independent text (Chinese characters) over overly complex composite designs. This maximizes recognition and minimizes legal vulnerability.
- Operational Compliance: A trademark must leave a “paper trail.” Tan identifies four critical channels for proof of use: Invoices/Contracts, Exhibitions, Product Packaging, and Media Coverage.
- Defense & Maintenance: The “Three-Year Non-use Cancellation” (撤三) is a common pitfall. Tan recommends a “Brand Officer” system where usage evidence is collected and notarized every 1–2 years to ensure the brand remains untouchable.
Part II: The Engine — Maximizing New Media Efficacy
In the digital age, communication has shifted from a monologue to a “many-to-many” dialogue.
- From Advertising to PR/CX: Traditional media focused on ads, but modern digital channels are the front lines for Public Relations, Customer Experience (CX), and Crisis Management. These channels build awareness, drive conversion, and foster “super-fan” loyalty.
- Reducing Friction: The essence of new media is lowering communication costs. While building an ecosystem (Web, App, Social), Tan warns: “Having a social media presence doesn’t make you a media outlet.”
- Brand-First Thinking: Every post should build brand equity rather than just feeding the platform’s algorithm for cheap traffic. Before going live, a “Brand Constitution” must be established to ensure authenticity and mutual respect.
Part III: The Soul — Strategic Direction (Corporate vs. Product)
In this final phase, Tan explores the philosophy of brand growth: finding the balance between immediate survival and long-term development.
- The Dimensions of Positioning: Brand direction spans from the macro (Industry/City) to the micro (Product/Audience). Corporate Branding attracts talent, capital, and partners; Product Branding focuses on sales, channels, and short-term wins.
- The Symbiosis:
- The Push & Pull: Product potential is often capped by the corporate brand, yet a strong corporate reputation acts as a force multiplier for product launches.
- Lifecycle Management: Corporate brands generally outlive product lines. The ultimate goal of the corporate brand is to sharpen the product’s competitive edge.
- Growth Mindset: Are you “discovering survival” or “discovering growth”? Growth-oriented brands proactively build “Moats” and raise industry barriers; survival-oriented brands are merely reactive to the market.
Summary: The Essence of Brand Management
Tan Xiaozheng argues that brand management is the central nervous system of a company, touching Legal, Marketing, HR, and Operations. His logic is clear: Secure the rights (Trademark), open the dialogue (New Media), and align the vision (Direction).
As he puts it: “Just as a person needs a sense of purpose, a brand needs a direction. It is about knowing what to do—and more importantly, what NOT to do.”