1. Trademark is a sharp weapon of market competition: under the market economy, the premise of transforming enterprise goods into profits is consumers' buying behavior. Therefore, consumer groups have become an important market resource for enterprises, and trademarks play an important role in cultivating this important market resource. Research shows that a good trademark must have' four degrees' in the market. Mdash Fame, trust, reputation and loyalty. And a' four degrees' trademark shows its competitive advantage with an ordinary trademark, and the core competitiveness of the trademark owner is condensed behind it. At this time, the trademark has become a' nuclear' weapon for enterprises to defeat their competitors. On the other hand, trademarks have long-term exclusivity and exclusiveness, so that trademark owners can safely increase their investment in trademark publicity without worrying about the service life of trademarks, and on the other hand, it also provides a strong guarantee for trademark owners to crack down on infringement and counterfeiting.

Second, a trademark is an important property of an enterprise: for an enterprise, the certificate obtained by registering a trademark is by no means an honorary certificate, but a property certificate. Like the tangible assets of an enterprise, it constitutes a part of the total assets of an enterprise. Can be transferred, pledged, and invested. It has exclusive effect and proposition. In short, there is no difference between intellectual property and tangible assets in essence, and the difference is only an external form. American Businessweek and International Brands jointly publish the global list of valuable brands every year. In 2006, Coca-Cola ranked first with $67 billion, followed by Microsoft with $59.9 billion, followed by IBM, GE and Intel with $56.2 billion, $48.9 billion and $32.3 billion respectively.