Trademark and brand cannot be equated. They refer to the same thing from different angles. They are both closely related and different. In life, many people often confuse these two concepts and think that a registered trademark becomes a brand. In fact, it takes a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall of Wan Li.

First, the difference between definitions.

Brand)-in short, it refers to consumers' cognition of products and product series. Brand is the evaluation and cognition of an enterprise and its products, after-sales service and cultural value, and it is a kind of trust. The word brand comes from the old Norwegian brandr, which means "brand" in Chinese. At that time, western nomadic tribes put different brands on horseback to distinguish their own property, which was the original way of naming goods and the source of modern brand concept. In 1960, the American Marketing Institute (AMA) gave an earlier brand definition: a brand is a name, term, logo, symbol and design, or a combination of them. Its purpose is to identify a seller or seller's products or services and distinguish them from competitors' products and services.

Trademark-a symbol used by commodity producers and operators to distinguish the commodities they produce and operate from those produced and operated by other commodity producers and operators. This sign is usually composed of words, graphics, English, numbers, colors and sounds.

It can be seen that the brand has a wider connotation.

Second, the trademark is an integral part of the brand.

If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg.

A trademark is an inseparable part of a brand. It is just the symbol and name of the brand, which is convenient for consumers to remember and identify. But brands have richer connotations. Brand is not only a symbol and name, but also contains vivid spiritual and cultural content. Brand embodies people's values, symbolizes people's identity and expresses people's feelings. For example, the brand connotation of Coca-Cola goes far beyond the symbol and name of the word "Coca-Cola", which embodies the "optimistic" American culture of several generations in the United States. Mercedes-Benz symbolizes the owner's "success and status".

Brand naming and logo design are only the first step in brand building. To truly build an excellent brand, brand investigation and diagnosis, brand planning and positioning, brand communication and promotion, brand adjustment and evaluation are needed. We also need to improve brand awareness, reputation and loyalty, accumulate brand assets, and persevere year after year, stick to brand positioning, keep our promises to consumers, and make brand image deeply rooted in people's hearts and last forever.

Third, trademarks are legal terms and brands are economic terms.

Trademarks and brands are symbols of goods, trademarks are legal terms, and brands are economic terms. Only when a brand touches the hearts of consumers can it produce market economic benefits. At the same time, a brand can only become a registered trademark after it is registered in accordance with the Trademark Law, and it can be protected by law to avoid infringement and imitation by any other individual or enterprise.

For example, "Haier" is both a trademark and a brand. The value of "Haier" trademark is the exclusive right and monopoly right in the legal sense, and the value of "Haier" brand is the market share and excess profit rate of the brand.

Legal functions of trademarks:

1. Obtain the right to use trademarks through legal procedures such as registration, transfer, licensing, litigation and arbitration, and protect the legitimate rights and interests of trademark owners;

2. As a symbol of commodities, trademarks bind commodity producers and operators to maintain the reputation of trademarks and ensure the quality of commodities.

The economic function of brand:

1. Brand is a kind of credit guarantee of commodity quality, which helps consumers to distinguish commodities, win consumers' trust in commodity quality, reassure consumers and improve shopping efficiency.

2. Brand is the last "barrier" to prevent enterprises from falling into pure homogeneous price competition. With the increasing homogenization of market competition, an enterprise's products, quality, technology, management, channels, services and processes are easily copied and imitated by competitors, but it is impossible for competitors to copy a brand. An excellent brand means the long-term successful marketing and profit of the enterprise, which means the high added value of the product. For example, the manufacturing cost of Nike and Qingdao Double Star sneakers is only 3-5 cents, but the market prices of the two are five times different.

3, the brand can show a person's identity, personality, Mercedes-Benz and Li Xia, Maotai and Erguotou are definitely not the same person, so what kind of brand you use can basically show what kind of person you are, and the brand often reflects a person's status.