Trademark branding is the enterprise's trademark strategy, which means that enterprises apply trademark work and trademark means to the business activities of enterprises to drive and influence the business activities of the whole enterprise. It is an integral part of the enterprise's business strategy and is adjusted with the adjustment of the enterprise's business strategy.

Trademark strategy mainly includes the following contents:

1. Using trademarks as a tool to shape corporate image;

2. Take trademarks as a sharp weapon in commercial warfare, and strive for survival, development, market development and market occupation;

3. Use trademarks as intangible capital to create and accumulate more wealth;

4. Take trademarks as the focus of advertising, so that more operators and consumers can know the enterprises and commodities represented by trademarks;

5. Take the trademark as the life of the enterprise, protect the trademark right with reasonable system, scientific management and legal weapons, and safeguard the legitimate rights and interests of the enterprise.

a trademark is not only a symbol of the quality of products or services provided by operators, but also a comprehensive carrier of factors such as operators' unique personality, cultural taste and business reputation, and an intangible asset that creates wealth for operators. Trademark strategy can fully and effectively use the functions of trademark itself and its role in opening up the market for trademark owners, so that it can serve economic development. The implementation of trademark strategy is conducive to establishing a good reputation and credibility of products and services and improving the added value of products and services; It is conducive to transforming the quality and performance advantages of products and services into market advantages, and enhancing the ability of products and services to explore, occupy and consolidate the market; It is conducive to promoting the gathering of various production factors to brand-name products and brand-name enterprises. Trademark strategy is one of the important strategies to improve the core competitiveness of enterprises.