1, using trademarks as a tool to shape corporate image;

2. Take the trademark as a sharp weapon in business war, and strive for survival, development, market development and occupation;

3. Use trademarks as intangible capital to create and accumulate more wealth;

4. Take trademarks as the focus of advertising, so that more operators and consumers can know the enterprises and commodities represented by trademarks;

5. Regard the trademark as the life of the enterprise, protect the trademark right with reasonable system, scientific management and legal weapons, and safeguard the legitimate rights and interests of the enterprise.

Trademark is not only a sign of the quality of products or services provided by operators, but also a comprehensive carrier of operators' unique personality, cultural taste, business reputation and other factors, and an intangible asset to create wealth for operators. Trademark strategy can fully and effectively use the function of trademark itself and its role in opening up the market for trademark owners, so that it can serve economic development. The implementation of trademark strategy is conducive to establishing a good reputation and credibility of products and services and improving the added value of products and services; It is conducive to transforming the quality and performance advantages of products and services into market advantages and enhancing the ability of products and services to explore, occupy and consolidate the market; It is conducive to promoting the gathering of various production factors to brand-name products and brand-name enterprises. Trademark strategy is one of the important strategies to improve the core competitiveness of enterprises.