according to the ownership of brands, brands can be divided into the following types:

independent brands. Brand trademarks created by enterprises.

licensed brand. The franchisor authorizes the franchisee to use the brand in the form of contract.

co-branding. Two or more brands jointly operate in a specific business activity.

essence

the essence of a brand is that its products, services or other advantages over competitors can bring the same or higher value to the target audience. The values include: functional interests and emotional interests.

a broad sense of "brand" is an intangible asset with economic value, and its differences are expressed by abstract, unique and recognizable mental concepts, thus occupying a certain position in people's consciousness. Brand building is long-term.

brand and trademark

trademark and brand are concepts in two different fields, which are easily confused. In daily work, many people mix these two terms and use them universally. Even mistakenly believe that the symbol marking the trademark has become a brand. If this is the case, then all trademarks registered in the industrial and commercial bureau can be called brands.

China is a big trademark country, while China is a weak brand country. Among the 1 most valuable brands in the world, there are only a handful of China brands. It can be seen that trademarks and brands cannot be equated. They refer to the same thing from different angles, and they are closely related and different.

In life, many people often confuse these two concepts and think that a registered trademark becomes a brand. In fact, it takes a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall of Wan Li.

a trademark is an integral part of a brand. It is only the symbol and name of the brand, which is convenient for consumers to remember and identify. But the brand has richer connotation. The brand is not only a symbol and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity and expresses people's feelings.