From trademark to brand: You need to understand much more than the relationship between trademarks and brands!

Hong Ling Technology Group

From the column Hong Ling Technology

Let me ask you a question first: Do your company's products have trademarks? If so, is your trademark a brand?

I believe many people will answer: No, no.

In fact, for most people, it is difficult to tell whether a trademark registered by the Trademark Office is a brand LOGO? From a legal perspective, it can be regarded as a brand logo, but from a brand marketing perspective, there is even a huge difference between the two.

Because after the Trademark Office registers a trademark, very few can truly regard it as a brand and participate in competition. Therefore, you need to understand more than just the relationship between trademarks and brands, but also the following:

Can a name be regarded as a trademark? This is true in a legal sense, but names that comply with the legal perspective are generally unable to withstand market marketing behaviors. Here, everyone also needs to understand the company name and brand name, which are two different categories.

A company is a brand? No, consumers only buy brands, not companies. The company name is the theme of the company's operational activities as a legal entity, and the brand is the first choice that consumers face when making purchases.

As for those companies that casually regard their corporate names as brand names, generally speaking, they often have two fatal flaws: companies always regard internal management and control behaviors as external marketing behaviors, and It is what we often say that after a long time of internal tossing, the external market is not moved at all; the company name covers too much and is too casual to participate in the competition.

Does your brand need an excellent name? Yes, a brand needs an excellent name, but not for the convenience of memory, but to fully cope with competition, especially when the competitive environment intensifies. If there is no competition, your product does not even need a brand name.

But for most entrepreneurial teams that are really creating a new technology or field, especially founders who can become big financial winners in the future, they must read today’s content carefully and understand it. The essence, because every step you make for the brand may receive generous rewards in the future.