1. Brands are not completely equivalent to trademarks, and trademarks are not completely equivalent to brands.

TradeMark refers to words, graphics, letters, numbers, three-dimensional signs and color combinations, as well as the combination of the above elements that producers and operators use to distinguish their goods or services from other goods or services. product mark. When a trademark is used, it should be clearly stated with "R" or "note", which means a registered trademark.

2. Brand (Brand) is a collective concept, which mainly includes four parts: brand name (BrandName), brand logo, trademark (BrandMark) and brand role. Brand name refers to the part of the brand that can be called (read out) in language - a combination of words, letters, numbers or phrases, also known as "product name".

3. Brand logo refers to the part of the brand that can be recognized and remembered but cannot be described in words - including symbols, patterns or obvious colors or fonts, also known as "brand marks" . A trademark is an entire brand, brand logo, brand character or combination of elements whose exclusive rights are protected by law after registration. Brand personas are ways of using human or anthropomorphic logos to represent your brand. The main difference between brands and trademarks is that trademarks can receive legal protection, while brands that have not obtained trademark rights through registration are not protected by law. Therefore, a trademark is a brand that has obtained the exclusive right to use a trademark through registration and is protected by law.

4. Brands and trademarks are business names and logos used to identify different types and quality products of different producers and operators. A trademark is not only a sign or mark, but more often it also includes a name or appellation part. In the process of brand registration to form a trademark, these two parts are often registered together and are protected by law. In the marketing practice of enterprises, brands and trademarks are used to distinguish the source of goods, facilitate consumers to identify goods, and facilitate competition. It can be seen that brands and trademarks are basic elements of communication.

5. Logo is created by people and does not necessarily need to be approved by the government. If the trademark is not registered, it is basically not much different from the logo. Nowadays, in the practice of some companies, the logo seems to be more reflected in the image of the company, while the trademark is more reflected in the image of the company's products.

A company can only have one logo (of course, a logo that only reflects the corporate image can also be registered as a trademark), but a product can have multiple trademarks (such as a main trademark and sub-trademarks). So to put it simply, a trademark is a logo that has been approved and registered by the state, and is a subordinate concept of logo. If you don’t go into detail, you can still call your trademark a logo.

6. Let’s talk about brand. Judging from the appearance of the three words, Logo (that is, the mark in Chinese) was the earliest, followed by trademark, and finally the brand was developed. Although a brand can also reflect the source of goods or services, the connotation of a brand is richer than just telling people the source of goods or services.

7. The brand is more of an intangible feeling. It not only reflects the source of the goods or services under the brand, but more importantly, it itself carries a culture or values. Through the goods The marketing activities of services strive to convey the culture and values ????to people. Although the material manifestation of the brand can be understood as a trademark or logo to a certain extent (in a narrow sense), the brand cannot be fully reflected in the trademark or logo, and the trademark or logo cannot bear this important task. The quality of a company's marketing personnel (for example, the warm service of "Welcome" when people walk into McDonald's can also be a reflection of the brand), corporate reputation, the decoration design of the product terminal store, and the packaging and decoration of the product itself can all be the brand. manifestation (but it may not necessarily be the case or some cannot be done).