1. Strong Trademarks Strong Trademarks: Simply put, those trademarks that are highly marked and have no actual meaning in the trademark words or graphics themselves are collectively referred to as strong trademarks. Distinctiveness: ① In the sense of relative distinctiveness, made-up word trademarks, arbitrary word trademarks and suggestive word trademarks, because of their inherent distinctiveness, can be immediately regarded by consumers as signs of the source of goods and services, and can be called strong trademarks. . ② In terms of absolute distinctiveness, only a trademark that is both original and well-known is a truly strong trademark. Examples: Huawei, Alibaba, etc. 2. Weak Mark Weak Mark: Simply put, a trademark is weak in marking and strong in narrative, and the trademark itself also represents something that actually exists and has meaning. Distinctiveness: In a legal sense, narrative trademarks and trademarks such as color, sound, and smell mainly represent the characteristics of the product itself. In the eyes of consumers, they are generally not associated with the specific source of the goods or services, and are distinctive. Weaker markers. Of course, after a long period of use, consumers may overcome common perceptions and build up a special impression, thereby associating the mark with a specific source, but this process is not only usually quite uncertain, but even if it is successful, it will be relatively unreliable at best. With distinctiveness, unless it is particularly well-known, it is basically impossible to enjoy protection beyond the scope of the goods or services. Examples: Apple, Hammer, Great Wall, etc. 3. Trademark strength: Each trademark has two strengths, one is legal strength and the other is market strength. When a trademark enters the market, the relationship between the two is inversely proportional. The stronger the legal intensity, the weaker the intensity in the market, and vice versa. Like "Huawei" mobile phones, because Huawei has no direct connection with mobile phones, few people associate Huawei with mobile phones. When Huawei first entered the mobile phone market, because the word Huawei lacked any connection with mobile phones, it did not have any market awareness. To the extent that its market strength is at its weakest. However, after a long period of operation and promotion, everyone now knows Huawei mobile phones. When talking about Huawei, the company's logo and mobile phones will also come to mind. And even if the word Huawei is not used on the product of mobile phones, everyone can still think of Huawei as the first impression. Huawei has become a truly strong trademark with absolute distinctiveness, thus gaining maximum legal and market respect. Protect.