At present, there are two ways for the state to identify famous brands: "China famous brand products" and "China well-known trademarks". There are both connections and differences between them. Generally speaking, "China famous brand products" must have trademarks with high market awareness. Similarly, the carrier of well-known trademarks-products must have excellent quality and competitive advantages. However, there are obvious differences between famous brand products and well-known trademarks in China in many aspects: < P > 1. The legal basis and implementation departments of the two are different. Well-known trademarks in China are recognized according to the Trademark Law of the People's Republic of China, the Detailed Rules for the Implementation of the Trademark Law and the Provisions on the Recognition and Protection of Well-known Trademarks No.5 of the State Administration for Industry and Commerce. Well-known trademarks of enterprises must apply to the Trademark Office of the the State Council Administration for Industry and Commerce before they are recognized and enjoy all the rights of well-known trademarks. The evaluation of famous brand products in China is based on the Product Quality Law of the People's Republic of China, the Outline of Quality Revitalization formulated by the State Council and the Measures for the Administration of Famous Brand Products in China issued by the General Administration of Quality Supervision, Inspection and Quarantine No.12. The General Administration of Quality Supervision, Inspection and Quarantine authorized the China Famous Brand Strategy Promotion Committee to organize and implement the evaluation of famous brand products in China.

2. They have different connotations. A well-known trademark refers to a trademark that is widely known to the relevant public and enjoys a high reputation in China. Famous brand products in China refer to products whose physical quality has reached the advanced level of similar products in the world, which are in a leading position among similar products in China, and whose market share and popularity rank among the top in the industry.

3. The objects are different. Well-known trademarks include both registered trademarks of domestic enterprises and trademarks registered by foreign enterprises in China, while the evaluation of brand-name products is limited to the products of Chinese enterprises, and applications for using foreign products in the country (territory) are not accepted.

4. the consequences of the identification of the two are different. Identifying well-known trademarks is a legal protection means to solve trademark infringement disputes, which adopts the principle of "case identification" and passive protection. If a product that has obtained a well-known trademark encounters an infringement dispute, the well-known trademark can be taken as a protected record and submitted to the Trademark Office for arbitration. According to the provisions of the Measures for the Identification and Deliberation of Well-known Trademarks, well-known trademarks have no meaning to the enterprise without infringement disputes. The evaluation of famous brand products in China is mainly to award enterprises an honor, which is a part of the national reward mechanism.

Brand is different from trademark. Brand is a market concept and trademark is a legal concept. In the market economy, what can be called a brand is actually a trademark with a certain reputation and popularity in a certain industry. In fact, this trademark is also called a famous brand.

a brand is not born, but a brand is marketed, which is created by the overall marketing planning of products using the trademark, including market research, target market selection, product strategy, price strategy, distribution strategy and promotion strategy designation, and ensuring the effective implementation of these strategies. Therefore, a brand should at least include the following contents:

1, trademark

2, product quality

3, marketing means

4, advertising

5, service

A brand is not just a trademark, but something attached to a trademark with intangible value, which embodies people's intellectual achievements.