Trademarks need to be operated. The traditional concept is that enterprises need to be operated, and markets and products also need to be operated. Coca-Cola Company's Trademark Affairs Executive Officer James Bauer said that products have a life cycle, and the market will continue to change according to consumer demand, but trademarks can maintain long-term stability, and companies' investment in trademark management will play a role in the value of the trademark. be fully reflected. Acquiring a trademark is acquiring the market. RICHEMONT, Europe's top brand management company, owns dozens of world-class brands such as Piaget, Cartier, CD, and Dunhill, but these brands were all acquired by it. This company continues to expand the market influence and scale of trademarks through the acquisition and operation of trademarks, and then uses the profits generated to continue trademark acquisitions. Compared with these multinational companies, the capital operation methods of Chinese enterprises are relatively primitive and mainly focus on the operation of tangible assets. In recent years, a large number of domestic companies have become listed companies and obtained large amounts of funds from the stock market. However, most companies focus on tangible assets such as purchasing land, expanding factories, and purchasing machinery and equipment. As a result, the operation of tangible assets and intangible assets are disconnected. Instead of expanding the market, they even lose the original market. Protecting trademarks ensures a company's source of profits and sustainable development. James Boujul said that Coca-Cola has become the most valuable trademark in the world because of more than 100 years of vigilance and huge investment in trademark management. As a competitive means to build customer loyalty, trademarks can link the quality and reputation of a specific product and differentiate it from other competitors in the market.