The "tm" in a trademark refers to the symbol that can be used when the trademark is unregistered. "tm" is the abbreviation of Trademark, which means trademark, indicating that the trademark owner is using this logo and wants to obtain trademark rights. "tm" is not clearly defined in the trademark law, but it has its specific use significance in brand management and commodity sales within enterprises.

trademarks are important assets of enterprises, and trademark management is one of the important means to implement brand strategy. Effective trademark management is needed to protect trademark rights and interests, prevent others from infringing, and maintain the brand image and goodwill of trademarks. Among them, "tm" plays an important role in trademark management. Enterprises can use the trademark with "tm" before the trademark is registered, inform others that they have the right to use the trademark, and protect the trademark from malicious infringement.

using "tm" in trademark management needs to follow certain principles. First of all, enterprises should strictly manage their own trademarks to ensure that the marks used are consistent with those used when applying for trademark registration; Secondly, when using "tm", it is necessary to indicate the ownership of trademark rights, such as using the words "owned by XXX company" to avoid being mistaken by others as a sign of public use; Finally, after successful trademark registration, the word "?"should be used in time. Mark, indicating that the trademark has joined the trademark registration system, and the trade name enjoys the trademark ownership and is inviolable.