After a serious "unofficial" investigation, the editor found that many people cannot distinguish the concepts of trademark, brand and logo, let alone the difference between them. Don’t worry, you’ll understand after reading this article.

Trademarks, brands and logos have different emphases and need to be distinguished

Trademarks are used by commercial entities on the goods or services they provide to distinguish their goods or services from other market entities. A sign that distinguishes the goods or services provided. Trademarks approved and registered by the Trademark Office are registered trademarks, including commodity trademarks, service marks, collective trademarks, and certification marks; the trademark registrant enjoys the exclusive right to use the trademark and is protected by law.

Brand refers to consumers’ awareness of products and product series. It includes evaluation and recognition of the company, its products, after-sales services, and cultural value, and represents the overall level of consumer trust in the company. A brand is a product logo that can trigger the psychological activities of the audience. In other words, a brand is a logo, but logos are not all brands. The logo is just a carrier, and the consumer recognition given to it constitutes the value of the brand.

Logo is the English term for logo or trademark. It is a visual information expression method formed by people in their long-term life and practice. It has a certain meaning and is a visual graphic that can be understood by people. It is concise and clear. , clear visual transmission effect. Through the image of the logo, consumers can remember the company's main body and brand culture, and play a role in identifying and promoting the company they own.

To put it simply, there are intersections between trademarks, brands and logos, but the focus of the three is different. Trademarks, like brands, are signs that help consumers distinguish different products. The difference between the two is that a trademark is a sign approved and registered by the Trademark Office, while a brand is a sign that has important influence in the minds of consumers. A logo is a form of visual communication that identifies and promotes a company and its products. After a common mark is approved and registered by the Trademark Office, the registrant owns the trademark rights; after it is generally recognized by consumers in the market, it can also be operated as a brand.

The difference between trademarks and logos, don’t mistake trademarks for logos

The connection between the two has been mentioned above. Logo also means logo, but not all logos are trademarks. Various The difference lies in whether it has passed the review of the Trademark Office. Speaking of the differences between the two, the most important ones are the following:

(1) The acquisition of rights is different. As a work of art, a logo embodies the wisdom of the creator. Once the creation is completed, the copyright is automatically obtained without registration; the trademark must be reviewed by the Trademark Office before it can have trademark rights.

(2) The ownership of rights is different. The copyright of the logo belongs to all designers. If a company entrusts a designer to design a logo and agrees that the copyright belongs to the company, then the copyright of the logo belongs to the entrusting company according to the agreement; the ownership of the trademark belongs to the trademark owner, and any unit and No personal infringement.

(3) The protected laws are different. Logo is protected by the Copyright Law and trademark is protected by the Trademark Law. If a logo applies for trademark registration and passes the review of the Trademark Office, then the logo is both a trademark and a logo and is protected by the Copyright Law and the Trademark Law.

(4) The protection periods are different. As a work of art, a logo is generally protected for 50 years; a trademark can have trademark rights indefinitely through renewal.

The difference between trademarks and brands requires legal protection and visibility

The definitions of trademarks and brands have different focuses. Not all trademarks have brand reputation, and not all brands have the same reputation. Trademark protection is done in advance. Speaking of the difference between the two, that’s it

(1) The trademark is part of the brand. A trademark is the logo and name part of a brand, but a brand is not only a sign that distinguishes a product, it is a comprehensive symbol. After establishing a brand logo, it is necessary to do a good job in brand personality, brand identity, brand positioning, brand communication, brand management and other aspects in order to cultivate consumers' awareness of brand value and form market purchasing power.

(2) Trademarks belong to the legal category, and brands are market concepts. Trademarks emphasize the protection of legitimate rights and interests of producers and operators, while brands emphasize the establishment and maintenance of relationships between enterprises and customers. If an enterprise wants to maintain its brand value, it must also protect its trademark in advance so that it can protect its own rights and interests through legal means when the relevant interests are infringed.

(3) Trademarks are controlled by corporate audiences, while brands are beneficial to consumers. The ownership of a trademark belongs to the trademark registrant for the purpose of safeguarding the interests of the enterprise; the brand is the level of consumer awareness of the product, and the value of the brand is determined by the consumer. When consumers no longer trust the brand and no longer have purchasing power, the brand also There will be no value anymore.

As can be seen from the above explanation of trademarks, brands and logos, although the three have many similarities, there is no doubt that trademarks are protected by law in a wider scope and with greater intensity. If you want to protect your corporate logo and brand value from infringement, you still need to protect your trademark in advance. If you want to apply for a registered trademark, or encounter any difficulties in the process of applying for a registered trademark, please contact Saint Ruda Intellectual Property. Saint Ruda Intellectual Property is committed to solving various problems for users.