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.
Brand and trademark are a pair of confusing concepts. 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 brands and trademarks are not exactly the same.
(1) Trademark belongs to the legal category, and brand belongs to the marketing concept.
Trademark is a legal concept, emphasizing the protection of the rights and interests of producers' exclusive right to use trademarks; Brand is a market concept, which emphasizes the establishment, maintenance and development of the relationship between enterprises (producers and operators) and customers.
The legal functions of trademarks are mainly manifested in protecting 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, urge producers and operators to protect the quality of goods and maintain the reputation of trademarks. When the interests related to trademarks are infringed, they can be safeguarded by legal means. Trademarks reflect the solemnity and inviolability of the law.
The market function of brand is: brand is conducive to promoting sales, increasing brand benefits, strengthening customer brand awareness, guiding customers to buy goods, and establishing customer brand loyalty.
A trademark is a part of a brand.
Trademark is the symbol and name part of the brand, which is convenient for consumers to identify. But the connotation of the brand goes far beyond this. Brand is not only an easily distinguishable name and symbol, but also a comprehensive symbol, which needs to be endowed with image, personality and life. The design of brand logo and brand name (i.e. trademark) is only the first task to establish a brand, but to truly become a brand, we must start from various aspects such as enhancing brand personality, brand recognition, brand positioning, brand communication and brand management. In this way, consumers will know the brand from form to content, from sensibility to rationality, from unknown to understanding and buying, thus forming brand loyalty.
(3) Trademarks are in the hands of enterprises, and brands are decided by consumers.
The ownership of trademarks belongs to enterprises and registrants, while brands belong to consumers and only exist in their minds. When consumers no longer value your brand, it is worthless.
In a word, registered trademark is the first step to build a brand, and registered trademark does not mean brand formation. It also requires enterprises to become brands through long-term operation.
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