Brands and trademarks are both related and different. The same thing is that they both represent a symbol of a company. However, trademark is a legal concept that emphasizes the protection of the legitimate rights and interests of producers and operators; while brand is a market concept that emphasizes the establishment, maintenance and development of relationships between enterprises and customers. The ownership of a trademark belongs to the enterprise and the registrant; and the brand only exists in the minds of consumers. When consumers no longer value your brand, the brand will be worthless. People often equate brands and trademarks. In fact, brands are broader than trademarks. A trademark can be understood as part of a brand, that is, the logo and name.