Brand and logo are a pair of concepts that are easily confused. They are both related and different. In the marketing practice of enterprises, the basic purpose of brands and trademarks is to distinguish the source of goods, facilitate consumers to identify goods, and facilitate competition. But a brand is not exactly the same as a trademark.

⑴Trademark is part of the brand

Trademark is the logo and name part of the brand, which is easy for consumers to identify. But the connotation of a brand goes far beyond that. A brand is not just an easy-to-distinguish name and symbol, but also a comprehensive symbol that needs to be given image, personality, and life. The design of brand logo and brand name is only the first step in establishing a brand, but to truly become a brand, it is necessary to improve the brand personality, brand identity, brand positioning, brand communication, brand management and other aspects. In this way, consumers' understanding of the brand will change from form to content, from perceptual to rational, from unknown to understanding and purchase, forming brand loyalty.

⑵Trademark belongs to the legal category, and brand is a market concept

Trademark is a legal concept, which emphasizes the protection of the legitimate rights and interests of producers and operators; brand is a market concept, which emphasizes the enterprise (production The establishment, maintenance and development of relationships between operators) and customers.

The legal role of trademarks is mainly to protect the legitimate rights and interests of trademark owners through legal procedures such as the establishment, renewal, transfer, and dispute arbitration of trademark exclusive rights; at the same time, it encourages producers and operators to protect product quality and maintain Trademark reputation.

When the interests related to the trademark are infringed, you can protect your rights and interests through legal means. The trademark shows the solemnity and inviolability of the law.

The market role of brands is as follows: brands are helpful in promoting sales and increasing brand benefits; they are helpful in strengthening customers’ brand awareness, guiding customers to purchase goods, and building customer brand loyalty.

⑶Trademarks are in the hands of enterprises, and brands are beneficial to consumers

The ownership of trademarks belongs to enterprises and registrants, while brands belong to consumers and they only exist. In the minds of consumers, when consumers no longer value your brand, the brand is worthless.