Take this year’s hit drama Ode to Joy as an example. The trademark of “Ode to Joy” immediately attracted a lot of attention. But the "Ode to Joy" trademark has already been registered. Therefore, many entrepreneurs have obtained the trademark of "Ode to Joy" through purchase. Currently, all 29 categories of trademarks and 3 categories of Ode to Joy have been sold, and the 3 categories of Huabei trademarks have been sold. There are many big-name trademarks similar to the Ode to Joy trademark, such as Miyue, Lu Xiaofeng, Lu Bu, Huabei and other trademarks, which shows that many companies attach great importance to trademarks. As an intangible asset, trademark is the link for enterprises to convey brand value, and it is also the only way for enterprises to protect and use their rights. Invest in a trademark in the early stage, and the later returns will be immeasurable. We know that the value of a trademark generally depends on the name of the trademark. If the trademark name has a certain degree of communication and popularity, then the trademark will naturally rise. We need to choose a trademark that is suitable for product positioning and easy to spread, which will be more conducive to our brand packaging. Therefore, the value of a trademark will also vary greatly depending on the trademark name. For example, a trademark with 2-3 characters will be more expensive than a trademark with 4-5 characters. English labels attract more attention, and trademarks with a certain degree of popularity are more valuable. Like the previous "iPad" trademark, Apple spent $60 million to buy it back. Regarding the fact that many people pay attention to big-name trademarks, Bajie summarized two points: big-name trademarks have a certain degree of popularity, which greatly reduces the cost of brand promotion. The trademark itself has strong self-propagation power, which is more conducive to product sales and promotion. Enterprises create well-known trademarks. Big-name trademarks are not easy to register and are difficult to own. Generally, they need to be purchased at a high price. They are ready-made R trademarks, and you can own a good trademark without taking too much risk.