With the rapid development of social economy, the competition between different enterprises is becoming increasingly fierce, and a stable consumer market is very important for enterprises. Therefore, how to highlight the goods or services provided by their own enterprises among many products is a problem that every enterprise is thinking about. Among many commercial factors, trademark is one of the most important driving factors.
As an important part of intellectual property rights of enterprises and society, trademarks can not be ignored. Intellectual property rights represent the innovation ability and core competitiveness of enterprises, and are the exclusive rights that people enjoy according to law. As an important part of intellectual property rights, the importance of trademarks can be seen.
Trademark is also an important intangible asset of enterprises and a weapon of commercial competition. First of all, trademarks are very important intangible assets of enterprises. Trademarks can be traced back to the source information of products, so that consumers can quickly distinguish the enterprises that provide a certain kind of goods or services, so as to judge whether to choose the corresponding goods or services. Therefore, trademarks represent the quality and standards of goods or services provided by enterprises. In a sense, its trademark represents the responsibility of the enterprise for the products it provides. This responsibility and attitude are condensed in trademarks, so trademarks not only represent the brand image and reputation of enterprises, but also serve as a link between consumers and enterprises.
In today's increasingly fierce market competition, trademarks are also powerful commercial competitive weapons for enterprises. In essence, a trademark is a symbol to distinguish the goods or services provided by various enterprises, and in some cases it directly replaces the competition of enterprises in the market. Enterprises use advertising marketing, price war competition and other marketing methods to make products closely related to trademarks, and constantly improve the visibility of trademarks in the market, thus further promoting the development of enterprises, further consolidating and improving their market share, and expanding this market share to form a benign and stable consumer market.