when it comes to trademarks, people may think of many brands. Trademarks are not equal to brands. There are tens of millions of trademarks in the world. Only those trademarks with huge consumer groups and high market recognition can be called brands! Although there is still a long way to go before a trademark evolves into a brand, it does not mean that a trademark is useless to an enterprise! I. Identification function As a trademark is used by a business entity on the goods or services it provides, it can distinguish its goods or services from those provided by other market entities. Therefore, the primary function of a trademark is the identification function. Trademark is a banner in business war and a passport in the market. Don't forget to "brand" the products produced by enterprises before entering the market. Enterprises should know that only through trademarks can consumers effectively remember goods, thus forming buying habits; Through trademarks, enterprises can expand the market and start to operate brands; Through trademarks, administrative departments can supervise and manage goods and services conveniently. Trademark is a bridge between various market entities and an important factor to maintain the orderly operation of the market economy. For enterprises, trademarks are not only a symbol, but also an honor. Trademarks represent the most intuitive attitude of consumers towards enterprises. Enterprises achieve the purpose of deepening the impression in consumers' minds through continuous publicity of brands, and promote sales through continuous expansion of brand awareness. Second, the protective function trademark as a logo, the function is to identify. However, when a trademark is approved and registered by the Trademark Office, it will become a registered trademark, and its trademark registrant enjoys the exclusive right and is protected by law. Therefore, registered trademarks can also play a shield role. Third, the registered trademark with capital increase function is valuable as an intangible asset. Therefore, another important function of a registered trademark is the function of increasing capital. Trademark is the highlight of enterprise assets, and the evaluation value of trademark can increase the total assets of enterprise. The so-called trademark evaluation is an act of confirming, valuing and evaluating trademarks according to specific purposes, following fair and statutory standards and regulations, and using appropriate methods to provide value scales for asset business. Trademarks evaluated by authoritative national evaluation institutions can be injected as registered capital in the form of intangible assets, and can also be directly used for investment and financing. Enterprises should have such a strategic vision from the beginning in order to make them bigger and stronger. Of course, trademarks can not only be used as intangible assets, but also create practical economic benefits. Trademarks can directly create profits for enterprises by means of transfer and authorization. The frequent appearance of high-priced trademarks in various places is the most intuitive performance of making profits through trademarks. Although trademark is not equal to brand, trademark transfer is still very important for enterprises.