As the symbol of a product, the appearance of a trademark indicates the source of the product, conveys the information of a new product to consumers, and has the functions of creating consumption, stimulating and guiding demand.
Secondly, any trademark represents the inherent quality and standard of the product it marks, and to some extent, it shows the quality responsibility that the producer or operator should bear for the product, thus ensuring that consumers can choose and identify the product by virtue of the trademark among competing similar products.
therefore, trademarks are a kind of information resources, which have the function of creating value. By promoting trademarks, consumers will be familiar with them, open up markets and bring benefits to enterprises.
2 trademarks are the concentrated expression of corporate image and reputation.
enterprises show their image and reputation to consumers through the use of commodity trademarks, deepen consumers' impression of their products, attract consumers' attention, stimulate their desire to buy, and then successfully increase product sales. At the same time, a good brand image enhances consumers' loyalty to trademarks and encourages consumers to buy again and again. For example, some consumers like to buy "Head & Shoulders" shampoo, which is the result of consumers' recognition and trust in this product, and they are loyal to the "Head & Shoulders" trademark.
Through advertising, consumers get to know a certain product, and at the same time know the enterprise marked by this product; Through advertising, enterprises also give consumers a promise, and the symbol of this commitment is the trademark of the product. When people see a trademark, they can know the quality and function of a product, whether the pre-sale, sale and after-sales service of an enterprise is satisfactory, and other additional benefits brought by a product to consumers. Therefore, the higher the popularity of the trademark, the better the image and reputation of the enterprise.
3 a trademark is an intangible asset of an enterprise and an important intellectual property right.
Trademark embodies the wisdom and labor of production enterprises and is an important intellectual property right; It is an intangible property, which is always generating profits. Because the trademark has the function of renewal (the validity period of the trademark is 1 years, and it can be renewed at the expiration), it has the function of adding value. Therefore, the operators of enterprises must attach importance to this special role of trademarks, try their best to give products a good name, widely publicize the trademarks of products under the premise of reliable quality, and increase the visibility of product trademarks, thus promoting the sales of products and consolidating their market position. With the improvement of brand awareness, the value and value-added function of trademarks are immeasurable. Therefore, enterprises must pay attention not to give up the brand of their products easily, otherwise, it may bring many unnecessary losses to enterprises.
4 trademark is a sharp weapon for enterprises to compete in the market.
trademarks are the stepping stone for enterprises' products to enter the market, and competition is the inherent economic law of market economy. In order to be in an invincible position in the competition and improve and expand the market share, enterprises must adopt various forms of competition, such as price, sales promotion, trademark, advertising, marketing promotion and public relations. Modern enterprises often take the form of non-price competition, establish brand awareness through advertising of trademarks, and make products enter the market smoothly. For example, Wahaha, Changhong in China and Coca-Cola in the United States all make their products sell well by first branding and establishing brand awareness. At the same time, relying on the popularity of trademarks, enterprises will continue to forge ahead, constantly improve product quality, increase the added value of products, consolidate existing market share, and constantly expand market share, occupying an advantageous position in the competition.