1. The marking function of commodity sources. The most essential and basic function of a trademark is to distinguish the same goods or services. Trademark is the simplest and most effective means to identify goods or services, so some people vividly compare "trademark is the face of goods" With trademarks, we can distinguish different sources of the same product and help safeguard the legitimate rights and interests of Harmony. In a country, it often happens that dozens or even hundreds of enterprises produce and operate the same kind of goods, and there are also similar goods imported from abroad. In this case, the trademark is an important symbol to distinguish the producers and operators of the same kind of goods.

2. the supervisory role of commodity quality. Trademark itself is not a sign of commodity quality, but the reputation of trademark depends on the quality of commodity. The better the quality of goods, the higher the reputation of trademarks, and the quality of goods is the soul of trademark reputation. With trademarks, producers can be promoted to pay attention to the reputation of trademarks and improve the quality of goods. An enterprise must strive to improve the quality of goods and maintain the reputation of trademarks in the hearts of customers in order to expand the sales of its products and have certain competitiveness. At the same time, the national competent department can also commend high-quality brand-name goods and supervise and investigate inferior goods through trademark management. Article 7 of China's Trademark Law clearly stipulates: "Trademark users shall be responsible for the quality of the goods in which they use trademarks. The administrative departments for industry and commerce at all levels shall supervise the quality of commodities through trademark management and stop cheating consumers. "In this sense, a trademark is not only a" barometer "of the quality of goods or services, but also a reflection of the economic interests of the trademark owner, and it is also an" indicator "for the administrative department for industry and commerce to supervise the quality of goods or services, which is conducive to safeguarding the interests of consumers.

3. The guiding role of commodity purchase. With the trademark, it can help to recognize the brand and protect the interests of consumers. When consumers buy goods, whether they are attracted by the name, or they are used to it, or they are trying something new, the first thing they see is the trademark mark. Commodities are decorated with trademarks to attract customers, guide and stimulate consumption.

4. The advertising function of commodity sales. Trademark is an effective means of advertising. Many brand-name goods are known to consumers through advertising. Consumers use goods with trademarks. If they have a good impression on the quality, price and durability of the goods, they will try their best to spread this impression to other consumers, so that the products or services of the operators will be deeply rooted in the hearts of the people. In this process, trademarks play the role of silent salesmen, and at the same time, they also play the role of advertising. Compared with advertising, trademarks are more economical, flexible and extensive. When consumers buy goods, they mostly remember trademarks and identify the quality of goods by trademarks, that is, the so-called brand recognition purchase, which is the advertising function of trademarks.