Famous brands are a hot topic for modern consumers and a dream pursued by countless manufacturers.

There is currently no unified definition of what a famous brand is. The economic community generally believes that a famous brand should be The sum of the three levels of famous brand products, famous brand trademarks and famous brand enterprises. A famous brand enterprise is the unity of famous brand products and excellent corporate qualities. It has a high-quality workforce, high management level and labor productivity, excellent corporate culture and uniqueness. Good corporate image. Famous brand products are characterized by high quality, high distinctiveness, high popularity, high credibility, and high market share (compared with non-name brand similar products). “The so-called famous brands refer to those that have developed in the market economy. Under certain conditions, products created by business entities in the national market or world market competition, which have been impartially evaluated by authoritative organizations and have the characteristics of superior quality, wide spread, high sales efficiency, etc. compared with similar products, and are among the best. . "(Gan Ziheng's "What is a Famous Brand"). Famous brand trademarks are the trademarks of famous brand products and are huge intangible assets for modern enterprises to compete in the market.

Brand and trademark are a pair of concepts that are easily confused. Some enterprises It is mistakenly believed that a product becomes a brand after being registered as a trademark. In fact, the two concepts are both related and different. Sometimes, the two concepts can be used interchangeably, and sometimes the two concepts cannot be confused; brands are not completely equivalent. Trademarks are not exactly the same as brands.

Trademarks refer to text, graphics, letters, numbers, three-dimensional logos and color combinations, as well as the combination of the above elements that producers and operators place on themselves. When a trademark is used, it must be clearly stated with "R" or "note" to distinguish the goods or services from other goods or services.

Brand is a collection. The concept 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 - words, letters, numbers or phrases. A combination of others, also known as "product name". Brand logo refers to the part of the brand that is recognizable and easy to remember but cannot be described in words - including symbols, patterns or obvious colors or fonts, also known as "brand mark" ". A trademark is an entire brand, brand logo, brand character, or a combination of elements whose exclusive rights are protected by law after registration. A brand character is a way of representing a brand with a human or anthropomorphic logo.

One view is that a trademark is not the entirety of the brand, but only a sign or mark of the brand, that is, the logo part of the brand. In other words, the trademark refers to the brand logo, which is the part that is easy for consumers to identify. The main function is the basic element of communication, because the trademark has been registered, and the main function of the trademark should include legal protection. Another view is that a trademark is a brand registered with the government and protected by law, which is different from a trademark. The main point is that trademarks can be protected by law, but brands that have not obtained trademark rights through registration are not protected by law. Therefore, trademarks are brands that have obtained exclusive rights to trademarks through registration.

It is a market concept, which emphasizes the establishment, maintenance and development of the relationship between enterprises (operators) and customers. Trademark is a legal concept, which emphasizes the protection of the legitimate rights and interests of producers and operators.

Both brands and trademarks. It is a business name and logo used to identify different types and quality products of different producers and operators. A trademark is not only a logo or mark, but more often it also includes a name or appellation part, which is the process of forming a trademark during brand registration. , 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 and facilitate consumers to identify goods, so as to facilitate competition. Trademarks are basic elements of communication.

In the narrow sense, brand refers to the trademark registered by the enterprise itself.

Brands and trademarks are basically used interchangeably in my country. In other words, the terms "trademark" and "brand" are almost universal and there is not much difference, because Chinese trademarks include "registered trademarks" and "unregistered trademarks" divided. Trademarks have a long history in China. There were physical graphics as early as the Song Dynasty, but the concept of branding did not last long, only in the past ten or twenty years. The administrative departments for industry and commerce have managed trademarks for more than 50 years. After entering the socialist market economy period, trademarks were used less often and brands were used more often. The brand concept emerged with the introduction of a large number of foreign brand products and their marketing methods into our country and the introduction of international marketing to our country. In addition, brands and trademarks can be transformed. If a brand is registered and obtains exclusive rights, it will be converted into a trademark, which will have legal significance.

It is with the help of the legal role of trademarks that the interests generated by the brand beyond the value of the product itself are protected.

Well-known brands and well-known trademarks are closely related, and well-known brands must be based on well-known trademarks. Well-known trademarks are recognized through legal means and are recognized through legal procedures before they have social foundation and legal rationality.

If a brand does not become stronger and bigger, it will be just a trademark or logo, and its value-added effect will not be obvious. Only by striving to become a well-known brand can its added value continue to increase. Well-known brands and well-known trademarks have a direct interest relationship with the enterprise. Obtaining the recognition of well-known brands and well-known trademarks means that the brand has been recognized by consumers. Well-known brands are superior to other brands in many aspects such as technological content, price and service, which reflects the quality of an enterprise. At the same time, well-known brands and well-known trademarks will bring benefits to enterprises and are directly linked to enterprise benefits.