In trademark registration, how to judge whether a trademark can be registered is also an important step. If trademark registration fails, the main factors are trademark salience, trademark similarity and trademark popularity, which are the main reasons that affect the low success rate of trademark registration. This paper introduces what is salience.

trademark distinctiveness is a sign used by a trademark to distinguish the production of a trademark from the service provider, and distinctiveness is a major feature of a trademark. Article 9 of the Trademark Law stipulates: "The trademark applied for registration shall have distinctive features and be easy to identify, and shall not conflict with the legal rights previously obtained by others." If a trademark lacks distinctiveness, it is also that the trademark is not easy to identify, and the trademark we are talking about is meaningless.

If a trademark lacks distinctiveness and is meaningless, it is obviously not conducive to consumers' recognition. I would like to introduce the following signs to you, which are not distinctive and may not be used as a trademark registration:

1. Only the common name, figure and model of this commodity;

2. It only directly indicates the quality, main raw materials, function, use, weight, quantity and other characteristics of the goods; Trademark transactions

3. Other things lacking distinctive features. The marks listed in the preceding paragraph may be registered as trademarks if they have obtained remarkable features and are easy to identify after use.

Trademark must be distinctive, which is the basic knowledge of trademark registration. If a trademark needs to be meaningful, a meaningless trademark cannot be registered, so you must understand this aspect when choosing a trademark name.