(1) Trademarks are distinctive signs, which are different from narrative and well-known public signs, and also from the signs of other people's goods or services, which are convenient for consumers to identify.

(2) Trademarks are exclusive, and the purpose of using trademarks is to distinguish them from other people's sources of goods or services and facilitate consumers' identification. Therefore, the owner of a registered trademark enjoys the exclusive right to use his trademark. Without the permission of the registered trademark owner, others may not use it without authorization. Otherwise, it will constitute an infringement of the trademark right of the registered trademark owner and violate China's trademark law.

(3) Trademarks are valuable. A trademark represents the quality, reputation and corporate reputation and image of the trademark owner. Trademark owners make trademarks valuable and increase the added value of goods through the creativity, design, application for registration, advertising and use of trademarks.

The value of a trademark can be determined by evaluation. Trademarks can be transferred with compensation; With the consent of the trademark owner, others are allowed to use it.

(4) Trademarks are competitive and are tools to participate in market competition. The competition between producers and operators is the competition of the quality and reputation of goods or services, and its manifestation is the competition of brand awareness. The higher the brand awareness, the stronger the competitiveness of its goods or services.