What is the difference between a brand and a trademark? Why do companies launch their own brands? Instead of promoting your own trademark. In fact, these two concepts 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. The differences are as follows: 1. Trademark 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 a part of building 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. 2. Trademark 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 establishment, maintenance and relationship between enterprises (producers and operators) and customers. develop. 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 beneficial to promoting sales and increasing brand benefits; they are beneficial to strengthening customers' brand awareness, guiding customers to purchase goods, and building customer brand loyalty. 3. Trademarks are in the hands of enterprises, and brands are beneficial to consumers. The ownership of trademarks belongs to the enterprise and the registrant, while the brand belongs to consumers. It only exists in the minds of consumers. When consumers no longer value you, brand is worthless. It shows that there is a great connection between brand and trademark. The similarity is that both trademarks and brands represent the symbol of a company, but they cannot be treated in the same way. For example: the quality of a company's marketing personnel (such as the warm welcome when people walk into McDonald's, can also be a reflection of the brand), corporate reputation, the decoration design of the product terminal store, the packaging and decoration of the product itself, etc. All can be the embodiment of the brand (but not necessarily, or some cannot). For example, people often regard wearing jeans, drinking Coke, and eating McDonald's as a Western behavior and value. Because in these consumption processes, people are consciously experiencing a concept from the West without self-taught. Although the products in these brands have a protective effect on their own products and corporate brands. People who have read this article have also read: The difference between trademarks and logos. Summary of the differences between brands and trademarks. Registering a trademark is a step in building a brand. Registering a trademark does not mean that the brand is formed. It also requires long-term management capabilities of the enterprise. Make it a brand.