Brand is a collective concept, which mainly includes four parts: brand name (BrandName), brand logo, trademark (BrandMark) and brand role. Brand name refers to the part of the brand that can be called (read out) in language---a combination of words, letters, numbers or phrases, etc., also known as chr(34) product name chr(34). Brand mark refers to the part of the brand that is recognizable and easy to remember but cannot be described in words---including symbols, patterns or obvious colors or fonts, also known as chr(34) brand mark chr(34). A trademark is an entire brand, brand logo, brand character or combination of elements whose exclusive rights are protected by law after registration. Brand personas are ways of using human or anthropomorphic logos to represent a brand. One view is that a trademark is not the entire brand, but only a sign or mark of the brand, that is, the logo part of the brand. In other words, a trademark refers to the brand logo, which is the part that is easy for consumers to identify. Therefore, the main function of a trademark is an essential element of communication, and since a trademark is registered, legal protection should be included in the main function of a trademark. Another view is that a trademark is a brand registered with a government and protected by law for its exclusive rights. The main difference between brands and trademarks is that trademarks can receive legal protection, while brands that have not obtained trademark rights through registration are not protected by law. Therefore, a trademark is a brand that has obtained exclusive rights to trademark through registration and is protected by law.