Every enterprise has its own cultural awareness and its own unique logo. A trademark is the most distinctive symbol of a company. It not only represents the external image and credibility of the company, but also is the company's unique and exclusive umbrella. In a business opportunity society where market competition is becoming increasingly fierce, trademarks serve as catalysts to help enterprises develop stronger and stronger. Compared with trademark registration, trademark transfer seems to be more popular. In order to improve the company's fame efficiency and market competitiveness, trademark transfer has become a "popular" method. It can not only save costs and reduce consumption, but also help companies reduce operational risks. This has absolute advantages for enterprises, especially emerging enterprises. Trademark transfer can be achieved through contract transfer or inheritance transfer. After the transfer, the company not only has the transfer advantage, but also can quickly enter the brand application mode. It is legal for a registered company to authorize franchisees to use the company's trademark during the contract period. However, if the franchisee uses the registered trademark in a manner that is not stipulated in the contract, it constitutes "trademark infringement." Usually, trademark infringement requires the infringer to pay monetary compensation, and in serious cases, he may also be held criminally liable, such as counterfeiting, shoddy manufacturing, etc. Therefore, companies should carefully maintain and properly use trademarks. Trademarks are valuable to both physical and non-physical businesses, such as hotel chains and the increasingly prosperous Taobao mall, all of which do not need the protection of trademarks. If we want our company to develop better and stronger, we must work hard to play the role of trademarks and let this "lucky charm" always protect our company!