Brand and Trademark Trademark and brand are concepts in two different fields and are easily confused. In daily work, many people use these two terms interchangeably. It is even mistakenly believed that the symbol marked with a trademark becomes a brand. If this is the case, then all trademarks registered with the Industrial and Commercial Bureau can be called brands.

In fact, the two are both related and different.

China is a country with big trademarks, but China is also a country with weak brands. There are only a handful of Chinese brands among the 100 most valuable brands in the world. It can be seen that trademarks and brands cannot be equated. They refer to the same thing from different perspectives. They are closely related but also different. In life, many people often confuse these two concepts, thinking that a trademark becomes a brand after registration. In fact, it is a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall. The word brand comes from the ancient Norwegian word brandr, which means "brand" in Chinese. At that time, Western nomadic tribes put different brands on their horses to distinguish their property. This was the original product naming. approach, and is also the source of the modern brand concept. In 1960, the American Marketing Association (AMA) gave an earlier definition of brand: A brand is a name, term, mark, symbol, design, or a combination thereof, with the purpose of identifying a seller or product. A seller's products or services and differentiate them from those of competitors. A trademark refers to a brand or part of a brand that applies to the trademark registration agency in accordance with legal procedures. After review, it is approved and the exclusive right to trademark is granted. Trademarks are protected by law. Anyone without the permission of the trademark registrant can They may not be imitated or used. It can be seen that the connotation of the brand is broader.

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

Trademark is an integral part of the brand. It is just the logo and name of the brand, which is easy for consumers to remember and recognize. But the brand has a richer connotation. The brand is not just a logo and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity, and expresses people's feelings. For example, the brand connotation of Coca-Cola is far more than the logo and name composed of the words "Coca-Cola". It embodies the "optimistic" American culture of generations of Americans. Mercedes-Benz symbolizes the owner's "success and status".

Brand naming and logo design are only the first steps in brand establishment. To truly create an excellent brand, we also need to carry out various tasks such as brand research and diagnosis, brand planning and positioning, brand communication and promotion, and brand adjustment and evaluation. It is also necessary to improve the brand's visibility, reputation, and loyalty, accumulate brand assets, and persevere year after year, adhere to its own brand positioning, and keep its promises to consumers, so that the brand image can be deeply rooted in the hearts of the people and last for a long time.

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

In terms of ownership, the trademark is in the hands of the registrant, while the brand is rooted in the hearts of consumers. The ownership of a trademark is in the hands of the registrant. The trademark registrant can transfer and license his trademark, and can use legal means to combat others' infringement of the use of his trademark. But brands are rooted in the hearts of consumers. The huge value and market appeal of a brand comes from consumers’ trust, preference and loyalty to the brand. If a brand loses its credibility and the trust of consumers, the brand will be worthless. . For example, Qinchi and Chundu lost the trust of consumers due to product quality problems. As a result, although they were successful for a while, they could not escape the fate of rapid destruction.

Therefore, brand management is essentially what enterprises continue to do in the minds of consumers. A large amount of credit deposits that can be successfully recovered in the future is to build a treasure house of commercial credit that is established in the present and contributes to the future.