store names are regional, and trademarks are unique throughout the country;

The name of the store should be registered with the Industrial and Commercial Bureau, and the trademark should be registered with the Beijing State Trademark Office;

registering a store name is the first step to apply for a license, that is, approving the name of the enterprise, which is under the jurisdiction of local industrial and commercial bureaus or industrial and commercial bureaus. After registration, the name of the store is unique in its jurisdiction.

A brand is an intangible asset that brings a premium to its owner and generates value-added. Its carrier is a name, term, symbol, symbol or design and their combination used to distinguish it from other competitors' products or services. The source of value-added comes from the information formed in consumers' minds.