Brand and trademark are a pair of concepts that are easily confused. In the process of our dealings with enterprises, we found that many people use these two terms interchangeably. This makes some companies mistakenly believe that a product becomes a brand after it is launched. If this is the case, then all trademarks registered with the Industrial and Commercial Bureau can be called brands.

In fact, the two are both related and different.

1. The trademark is part of the brand. A trademark is the logo and name part of a brand that makes it easy for consumers to identify it. But the connotation of a brand is far more than that. A brand is not just a distinguishing name and symbol, but also a comprehensive symbol that needs to be given image, personality and life. The design of brand logo and brand name is only the first step in establishing a brand, and it is also an essential procedure. But to truly become a brand, it is necessary to improve the content of brand personality, brand identity, brand positioning, brand communication, brand management and other aspects. In this way, consumers' understanding of the brand will change from form to content, from sensibility to rationality, from superficiality to depth, thereby completing the ladder of unknown T to knowing T to understanding T to belief T and forming loyal customers.

2. Trademark is a legal concept, while brand is a market concept.

The legal role of trademarks is mainly reflected in:

1. Protect the legitimate rights and interests of trademark owners through legal procedures such as establishment, transfer, and dispute arbitration;

< p>2. Promote producers and operators to ensure product quality and maintain trademark reputation.

The market role of brands is mainly reflected in:

1. Brand is an invisible contract between an enterprise and consumers, and a guarantee for consumers. Consumers trust branded products more than unbranded products.

2. Brand is the basis for consumers to choose products. Once a consumer picks a sweet fruit from a brand tree, he will have the confidence to believe that the other fruit is also sweet. The accumulation and application of this kind of consumption experience is a meaningful thing for both consumers and enterprises.

3. Brand is a means to avoid pure price competition. Because of the unique added value of the brand, consumers can pay a little extra.

4. Brand is the guarantee for enterprises to maximize profits. Every new product launched can increase value through the original brand.

5. Brand is a symbol of identity and status, which effectively promotes product sales and establishes corporate image.

3. Trademarks are in the hands of enterprises, while brands belong to consumers. When consumers no longer value your brand, the brand is worthless. According to relevant agencies, Hongtashan's brand value reaches 40 billion yuan. This 40 billion is different from bank deposits, but only exists in the minds of consumers. If one day there is a crisis in the brand and consumers' confidence in Hongtashan drops, then this 40 billion yuan may become 30 billion yuan, 20 billion yuan or even less.