Trademark is a concept in the legal category, while brand is a concept in the marketing category. The brand includes the trademark, and the trademark is an integral part of the brand identification system. The Trademark Law of the People's Republic of China (revised in 2001) defines a trademark as: a visible sign (including text, graphics, letters, numbers, three-dimensional logos and color combinations, and combinations of the foregoing). A trademark is a kind of intellectual property, as is the trademark of a well-known enterprise. Its owner is the enterprise and it is tangible; while a brand is an imprint of a product or service in the mind of a customer. It belongs to the customer. It is invisible. When a company's products or services fail to satisfy customers, customers can easily delete the brand from their minds. "Famous brand" is a noun with Chinese characteristics. Literally understood, its meaning should be "well-known brand". It is not uncommon among managers of local companies to confuse "famous brands" with brands. This conceptual error often leads to a misunderstanding: as long as customers know the name of our company, we are a strong brand. Under the guidance of this misunderstanding, companies often focus on advertising and ignore the connotation of cultivating the brand. Experts from Bajie () are right: advertising can bring visibility, but it cannot bring customer reputation and loyalty. Popularity is only one of the elements in brand building. Popularity is easy to get as long as you are willing to spend money. Things that can be easily obtained by spending money often do not have differentiation, and differentiation is one of the essential factors for a brand. Simply relying on The idea that advertising builds brands is wrong. The products of clothing product manufacturers are means of production, and customers are mainly concerned about whether the products can create value for them and how much profit they can bring them. High-profile brand-name products can indeed add many advantages to a company, but when everyone is well-known, they are on the same starting line. At this time, the things to compete with are the core things of the brand: brand positioning and brand personality. and brand value. Product quality is an important element in building brand value, but excellent product quality alone cannot create a strong brand. Because there is a huge difference between a strong brand and other brands. A strong brand is unique and cannot be copied, but quality can be copied. The reason why quality can be replicated is because any company can improve product quality by improving equipment and introducing advanced technology and management models. Although the product quality of different companies in an industry will definitely be different, customers cannot distinguish and perceive these differences in detail. If there are several manufacturers whose products are exempt from national inspection, they are all produced by companies of the same scale. , all use the most advanced technology and have good reputations, then customers will think that the product quality of these companies is almost the same. In the clothing industry, this phenomenon is particularly obvious: for a business unit, if the mass-produced clothing of different clothing can meet their quality requirements, they will think that the quality of the products of these manufacturers is equal, and who should use it? Anything from home is fine. Something that can be copied is worthless. Since quality can be copied, the product premium brought by quality alone is unstable, short-lasting and unreliable. The catching up between quality and price by different manufacturers is like "the waves behind the Yangtze River push the waves ahead". Never ending. Brands are completely different: the creation of a strong brand requires the hard work and efforts of one or more generations. Its rich connotation and unique value positioning cannot be copied, so the premium brought by the brand is stable and long-lasting. and reliable. A company that relies too much on quality, neglects brand building, and neglects innovation may be strong for a while, but sooner or later it will be surpassed by those strong brands. It’s not enough not to pay attention to quality, and it’s not enough to just focus on quality and immerse yourself in OEM work for others. Quality is easily imitated and surpassed. Only brand is the core of a company's long-term competitiveness. The birth of a strong brand is no accident. It is impossible to create a successful brand by relying solely on advertising, improving product quality and increasing market share. Any one-sided and fragmented understanding of the brand is as ridiculous as the stories of "the blind man touching the elephant" and "the frog in the well". Strategic decisions based on superficial or even incorrect brand perception can be extremely costly. Human beings have known and researched brands for hundreds of years, and strategic brand management has become an increasingly mature science.

China's leading trademark transfer network? Bajie () is designed to provide powerful help for companies that do not understand trademarks. Bajie experts said: Only when corporate decision-makers understand and understand brands with a scientific attitude and a scientific outlook on development can they Only by avoiding brand misunderstandings that may seem ridiculous but are actually terrifying can we use far-sighted brand strategies to lead companies on the smooth road to creating a strong brand as soon as possible.