The so-called private brand refers to what you have after registration. Generally, everyone can use this brand without registration, but if someone registers this brand and you are using it, you will be infringing. Trademarks are not used continuously. Therefore, although you may have created a brand, you are not protected by law without registration. So once the brand management has improved, the first thing to do is to register the trademark, so as to protect their own interests from infringement.