Trademark and brand are two different concepts, or concepts in different fields, but they are easily confused. In daily work, many people mix these two terms and use them universally. Even mistakenly believe that a symbol marked with a trademark becomes a brand. If this is the case, then all trademarks registered in the industrial and commercial bureau can be called brands. In fact, there are both connections and differences between them. China is a big trademark country, while China is a weak brand country. Among the 1 most valuable brands in the world, there are only a handful of China brands. It can be seen that trademarks and brands cannot be equated. They refer to the same thing from different angles, and they are closely related and different. In life, many people often confuse these two concepts and think that a registered trademark becomes a brand. In fact, it takes a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall of Wan Li. The word brand comes from the ancient Norwegian word brandr, which means "branding" in Chinese. At that time, western nomadic tribes branded their horses with different brands to distinguish their own property, which is the original way of naming goods and the source of modern brand concept. In 196, the American Marketing Association (AMA) gave an earlier definition of a brand: a brand is a name, term, mark, symbol and design, or a combination of them. Its purpose is to identify a seller or a seller's product or service and distinguish it from competitors' products and services. A trademark refers to a brand or a part of a brand that has applied to the trademark registration agency according to legal procedures, been examined and approved, and granted the exclusive right to use a trademark. A trademark is protected by law, and no one may imitate or use it without the permission of the trademark registrant. It can be seen that the connotation of the brand is broader. If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg. A trademark is an integral part of a brand. It is only the symbol and name of the brand, which is convenient for consumers to remember and identify. But the brand has richer connotation. The brand is not only a symbol and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity and expresses people's feelings. For example, the brand connotation of Coca-Cola is far more than the symbol and name of the word "Coca-Cola", which embodies the "optimistic" American culture of several generations in the United States. Mercedes-Benz symbolizes the owner's "success and status". Brand naming and logo design are only the first step in brand building. To truly build an excellent brand, we need to carry out brand investigation and diagnosis, brand planning and positioning, brand communication and promotion, brand adjustment and evaluation, etc. We also need to improve brand awareness, reputation and loyalty, accumulate brand assets, and persevere year after year, stick to our brand positioning, keep our promises to consumers, and make the brand image deeply rooted in people's hearts and last for a long time. Trademark is a legal term, and brand is an economic term. Trademark and brand are both marks of goods, trademark is a legal term and brand is an economic term. Only by moving consumers' hearts can a brand produce market economic benefits. At the same time, a brand can only become a registered trademark after it is registered according to the Trademark Law, and it can be protected by law to avoid infringement and imitation by any other individual or enterprise. For example, "Haier" is both a trademark and a brand. The value of "Haier" trademark is the exclusive right and monopoly in the legal sense, while the value of "Haier" brand is the market share and excess profit rate of the brand.