1. Enterprise name is a string of meaningful characters composed of words. A trademark is a tangible and colored picture composed of graphics or words or a combination of graphics and words.

2. Enterprise names are used to identify and distinguish enterprises, and trademarks are used to identify and distinguish goods or services. Enterprise names distinguish between "people" and trademarks distinguish between "things".

3. The name of an enterprise is one of the conditions required by law. Trademark is a symbol artificially attached to goods or services, which is dispensable. The law does not stipulate that goods or services must use trademarks.

4. The enterprise name must be registered in the place where the enterprise is located. It is illegal to use the enterprise name without registration. Trademarks are registered voluntarily and can be used without registration, which is not illegal.

5. The enterprise name must be registered before the enterprise enters the market, and the enterprise has a name when it is established. Trademark is a voluntary procedure for an enterprise to apply for registration after entering the market, in order to obtain the exclusive right to use a trademark for the goods or services it produces, manufactures, processes, selects or distributes, and get the protection given by the market. Trademarks may not be available until the enterprise is established. An enterprise cannot apply for trademark registration without obtaining a business license.

6. An enterprise is only allowed to use one name, but an enterprise can register multiple trademarks. The name of an enterprise can be changed, but once a trademark is registered, it cannot be changed. The term "change of registered trademark" in the Detailed Rules for the Implementation of the Trademark Law refers to the change of registered items, not the change of trademark graphics. After the enterprise name is registered, it will be valid for life as long as the enterprise does not propose changes. The validity period of a trademark after registration is only ten years. If it needs to be used again after the expiration of the validity period, it should be renewed, otherwise it will be cancelled.

7. Among the member countries of the Paris Convention for the Protection of Industrial Property, enterprise names should be protected without application and registration; Trademarks must be protected after application and registration, and the Paris Convention stipulates that "a trademark formally registered in one country of the Union has nothing to do with trademarks registered in other countries of the Union, including trademarks registered in the country of origin". It can be seen that the Paris Convention has a strong protection for enterprise names and a weak protection for trademarks.

8. The name of an enterprise is listed as a personal right by the General Principles of the People's Republic of China and the Civil Law of the People's Republic of China, and as an industrial property right and an intellectual property right by the World Intellectual Property Organization. Therefore, the right attribute of enterprise name has duality. The first thing is the attribute of personal rights. Personal rights are lifelong with life, which are naturally acquired from the date of establishment of the enterprise and eliminated when the enterprise terminates. Trademarks are listed as intellectual property in the General Principles of the People's Republic of China and the Civil Law of the People's Republic of China, and are also listed as industrial property and intellectual property by the World Intellectual Property Organization. There is only one right attribute of a trademark, namely "property right". Property rights are not always with life, nor are they acquired naturally.

9. A trademark owner may permit others to use his registered trademark. The name of the enterprise shall not be leased or lent.