Legal analysis: Brand is not intellectual property. Brand is the collective name for trademarks, trade names, intellectual property rights, etc. Brand has become the core expression of corporate competitiveness and market position, especially for small and medium-sized enterprises. Brand establishment is very critical. Brand is a very important intangible asset for an enterprise. It represents the goodwill of the enterprise and the quality of its products/services. Good products/services are ultimately expressed in the form of brands. Especially today, when product homogeneity is serious, consumers Usually, you choose the products and services you need through brands. Now more and more companies have realized the importance of brand to the enterprise, and the first step in brand protection is to legally determine its rights, such as what we usually call trademark registration and copyright registration.

Legal basis: Article 3 of the "Trademark Law of the People's Republic of China" A trademark approved and registered by the Trademark Office is a registered trademark, including commodity trademarks, service trademarks, collective trademarks, and certification marks; trademark registration Everyone has the exclusive right to use a trademark and is protected by law. The term "collective trademark" as mentioned in this Law refers to a mark registered in the name of a group, association or other organization for use by members of the organization in commercial activities to indicate the user's membership in the organization. The term "certification trademark" as used in this Law means that it is controlled by an organization with the ability to supervise certain goods or services and is used by units or individuals other than the organization to certify the origin of the goods or services. , raw materials, manufacturing methods, quality or other signs of specific quality. Special matters concerning the registration and management of collective trademarks and certification marks shall be stipulated by the industrial and commercial administration department of the State Council.