1. recognition of brand strategy. A large number of enterprises have been developing continuously in the market competition and embarked on the road of scale, grade and brand name creation. In practice, many business leaders realize that the popularity of trademarks is benefit. The profits brought by famous brands to enterprises are far greater than the tangible property of enterprises. It is the strategic capital of an enterprise, a symbol of its economic strength, and a magic weapon for an enterprise to remain invincible in the market competition. They attach great importance to the investment in trademarks and adopt various ways to publicize trademarks, thus creating a number of well-known trademarks, well-known trademarks and well-known trademarks that have important influence in the market, creating remarkable economic and social benefits for enterprises.

2. A large number of infringement cases have emerged. While many enterprises focus on establishing their brands, some units and individuals try their best to counterfeit the registered trademarks of other enterprises, especially some well-known enterprises, in pursuit of illegal profits. Some lawless people produce fake goods that are harmful to human health and use registered trademarks that are the same as or similar to brand-name goods, which has caused huge losses to enterprises with registered trademarks and undermined the order of socialist market economy. Therefore, it is imperative to strengthen the legal protection of enterprise trademark rights.

3. The enterprise's own response measures are improper. The reason why the trademark rights of some former enterprises have been repeatedly violated by lawless elements is not unrelated to the weak self-protection consciousness of the responsible persons of these enterprises. Most Chinese enterprises attach importance to the development of tangible capital, but pay insufficient attention to the protection of intangible capital such as trademark rights. It is not easy to create a card, and it is even harder to protect it. The more well-known the trademark, the easier it is to become the target of criminals. Enterprises do not attach importance to the legal protection of trademark rights, which not only damages the good reputation of trademarks in the eyes of consumers, but also loses the market of goods. In recent years, many enterprises in China have gradually established a strong sense of legal protection of trademark rights, and used law as a weapon to protect intellectual property rights from infringement, so that enterprises can develop healthily. However, while the legal protection of enterprise trademark rights has been paid more and more attention, some enterprises have gone into the misunderstanding of private protection. When infringement occurs, these enterprises do not resort to law, but use legal weapons to protect their legitimate rights and interests. Instead, they often take a "private" approach with the infringer. It must be pointed out that it is absolutely impossible to block the source of trademark infringement. To crack down on infringement and block the source, enterprises must get out of the misunderstanding and protect their legitimate interests by legal means.