this kind of mark is usually composed of characters, graphics or a combination of characters and graphics. The "Maotai" trademark that we are familiar with is word mark; The Mercedes-Benz trademark (a triangular outer ring) of Mercedes-Benz is a graphic trademark; Phoenix Bicycle Factory's "Phoenix" trademark is a combination of the characters "Phoenix" and the graphics of the phoenix bird, that is, the combination of characters and graphics. Trademark registration refers to the legal fact that a trademark user applies for registration of the trademark he uses to the State Trademark Office (Trademark Office of the State Administration for Industry and Commerce) in accordance with the conditions and procedures prescribed by law, and the registration is approved by the State Trademark Office according to law. In China, trademark registration is the premise of trademark protection and the legal basis for determining the exclusive right to use a trademark. Once a trademark user is approved for trademark registration, it indicates that it has obtained the exclusive right to use the trademark and is protected by law. The trademark used by an enterprise is not registered, and the most fatal weakness is that the trademark user does not enjoy the exclusive right to use the trademark. That is to say, if you use this trademark, others can also use this trademark, which will affect the basic function of trademarks to indicate the source of goods, and also lead to a great discount on the role of trademarks in representing the quality and reputation of certain goods. For example, the "Blue Sky" brand rice cooker produced by enterprise A is inexpensive and very popular with consumers. However, the "Blue Sky" trademark is not registered, so some other manufacturers think that this kind of pot can sell well and at a good price, so they put the "Blue Sky" trademark on their own rice cookers for sale.