I believe everyone is familiar with the concept of brand. For example, Lenovo, HP, and Aokang are so-called brands, but the meaning of trademarks is unfamiliar to many people. Trademarks are often compared to brands, but is this really the case? Is a trademark a brand? Let’s take a look below. It is a big trademark country, with the number of trademark registrations currently ranking first in the world; it is also a country with weak brands, and it is still not on the list of the 100 most valuable brands in the world. It can be seen that trademarks and brands cannot be equated. They refer to the same thing from different perspectives. They are closely related but also different. In life, many people often confuse these two concepts, thinking that a trademark becomes a brand after registration. In fact, it is a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall. 1. The definition of brand and trademark. The word brand comes from the ancient Norwegian word brandr. Its Chinese meaning is "brand". At that time, Western nomadic tribes put different brands on their horses to distinguish their property. , which is the original way of naming products and is also the source of the modern brand concept. In 1960, the American Marketing Association (AMA) gave an earlier definition of brand: A brand is a name, term, mark, symbol, design, or a combination of them, with the purpose of identifying a seller or product. A seller's products or services and differentiate them from those of competitors. A trademark refers to a brand or part of a brand that applies to the trademark registration agency in accordance with legal procedures. After review, it is approved and the exclusive right to trademark is granted. Trademarks are protected by law. Anyone without the permission of the trademark registrant can They may not be imitated or used. It can be seen that the connotation of the brand is broader. 2. Trademark is an integral part of the brand. If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg that emerges from the water. A trademark is an integral part of a brand. It is just the logo and name of the brand, making it easier for consumers to remember and recognize it. But the brand has a richer connotation. The brand is not just a logo and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity, and expresses people's feelings. For example, the brand connotation of Coca-Cola is far more than the logo and name composed of the words "Coca-Cola". It embodies the "optimistic" American culture of generations of Americans. Mercedes-Benz symbolizes the owner's "success and status". Brand naming and logo design are only one step in establishing a brand. To truly build an excellent brand, you also need to carry out various tasks such as brand research and diagnosis, brand planning and positioning, brand communication and promotion, and brand adjustment and evaluation. You also need to improve the brand's visibility and reputation. degree, loyalty, accumulate brand assets, and persist year after year, adhere to its own brand positioning, keep its promises to consumers, and make the brand image deeply rooted in the hearts of the people and last for a long time. 3. Trademark is a legal term, and brand is an economic term. Trademark and brand are both marks of goods. Trademark is a legal term, and brand is an economic term. Only when a brand touches the hearts of consumers can it generate market economic benefits. At the same time, only after a brand is registered in accordance with the Trademark Law can it become a registered trademark and be protected by the law to avoid infringement and imitation by any other individual or enterprise. For example, "Haier" is both a trademark and a brand. The value of the "Haier" trademark is represented by exclusive rights and monopoly in the legal sense, while the value of the "Haier" brand is represented by the brand's market share and excess profit margin. .