Brand and trademark are a pair of concepts that are easily confused. They are both related and different. In the marketing practice of enterprises, the basic purpose of brands and trademarks is to distinguish the source of goods, to facilitate consumers to identify goods and to facilitate competition. But the brand is not exactly the same as the trademark.

(1) Trademark belongs to the legal category and brand belongs to the marketing concept

Trademark is a legal concept, which emphasizes the protection of the rights and interests of the exclusive right to use trademarks of producers; Brand is a market concept, which emphasizes the establishment, maintenance and development of the relationship between enterprises (producers and operators) and customers.

The legal function of trademarks is mainly manifested in protecting the legitimate rights and interests of trademark owners through legal procedures such as the establishment, renewal, transfer and dispute arbitration of trademark exclusive rights. At the same time, it urges producers and operators to protect the quality of goods and maintain the reputation of trademarks. When the interests related to trademarks are infringed, they can be safeguarded by legal means, and trademarks show the solemnity and inviolability of the law.

the market function of brand is as follows: brand is beneficial to promoting sales, increasing brand benefits, strengthening customers' brand awareness, guiding customers to buy goods and establishing customers' brand loyalty.

(2) A trademark is a part of a brand

A trademark is a symbol and name part of a brand, which is easy for consumers to identify. But the connotation of brand goes far beyond this. Brand is not only a name and symbol that is easy to distinguish, but also a comprehensive symbol, which needs to be endowed with image, personality and life. The design of brand logo and brand name (i.e. trademark) is only the first work to establish a brand, but to truly become a brand, we must start to improve brand personality, brand identity, brand positioning, brand communication, brand management and other aspects. In this way, consumers' understanding of the brand will change from form to content, from sensibility to rationality, and from unknown to understanding and buying, thus forming brand loyalty.

(3) trademarks are in the hands of enterprises, while brands are determined by consumers

The ownership of trademarks belongs to enterprises and registrants, while brands belong to consumers, which only exist in consumers' minds. When consumers no longer attach importance to your brands, brands are worthless.

in a word, registering a trademark is the first step to build a brand, but the registration of a trademark does not mean that a brand is formed, and it needs long-term business to make it a brand.

hope to adopt.