Dr. philip kotler, a famous marketing expert, defines a brand as a name, noun, symbol or design, or their combination. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. This definition has been widely accepted by academia and industry.

The connection and difference between "brand" and "trademark", in short, trademark is the basic component of brand and the identification sign of brand.

According to the definition of "brand" given by Dr. Milton Kotler, its symbolic identification mark refers to "trademark". The areas covered by a brand will go beyond trademarks, including goodwill, products, corporate culture and overall operation management. Therefore, the brand not only includes "name" and "logo", but also extends to a series of plane vision systems and even stereoscopic vision systems. But it is often reduced to a series of consciousness and expectations around products or services in people's consciousness and becomes an abstract image symbol. Even equate the brand with a specific trademark.

The brand was born from an exclusive commercial symbol, namely the trademark. Then, this symbol needs to be recognized by consumers and given content to form a brand.