What are the main characteristics of a trademark: 1. Distinctiveness. A trademark is a sign that distinguishes the goods or services of others and has a particularly distinctive distinguishing function, thereby making it easy for consumers to identify. 2. Exclusivity. The owner of a registered trademark has exclusive rights to his or her trademark. Under the protection of the law, no one may use a trademark that is identical or similar to the registered trademark without the permission of the trademark owner. Otherwise, it will constitute an infringement of the registered trademark rights. Anyone who owns the exclusive right to use a trademark will bear corresponding legal responsibilities. 3. Value. A trademark represents the quality reputation and corporate reputation and image of the trademark owner's production or operation. The trademark owner makes the trademark valuable and increases the added value of the goods through the trademark's creativity, design, application for registration, advertising and use. The value of a trademark can be determined through an appraisal. Trademarks can be transferred for a fee, and others can be allowed to use them with the consent of the trademark owner. 4. Competitiveness. Trademarks are the carrier of product information and a tool for participating in market competition. The competition among producers and operators is the competition for the quality and reputation of goods or services, and its manifestation is the competition for trademark visibility. The higher the trademark visibility, the stronger the competitiveness of its goods or services. 5. Dependence. A trademark is a mark used on goods or services. It cannot be separated from the goods or services and is attached to the goods or services. 6. Visibility. A trademark is a visual mark composed of text, graphics, letters, numbers, three-dimensional signs and colors, as well as a combination of the above elements. 7. Univocality. The significance of a trademark refers to the ambiguity in consumers' understanding of the meaning represented by the trademark as an exclusive legal symbol. The higher the ambiguity of a trademark, the higher the choice cost because consumers need to choose one among multiple meanings.