The two concepts are different. A trademark is a mark used to distinguish one operator's brand or services from the goods or services of other operators. my country's Trademark Law stipulates that for trademarks approved and registered by the Trademark Office, including commodity trademarks, service marks, collective trademarks, and certification marks, the trademark registrant enjoys exclusive rights to the trademark and is protected by law. If it is a well-known trademark, he will obtain a cross-category trademark. Legal protection of exclusive rights.

In terms of brand, the definition of brand given by the famous marketing expert Dr. Philip Kotler is: A brand is a name, noun, symbol or design, or a combination thereof, whose purpose is to identify a certain seller or a group of sellers' products or services, and differentiate them from those of competitors. This definition has been widely accepted by academia and industry.

According to the definition of "brand" given by Dr. Kotler, its symbolic identification mark refers to the "trademark". The areas covered by brand will go beyond trademarks, and also include goodwill, products, corporate culture and overall operational management. Therefore, it can be said that the brand originates from the trademark, but is sublimated beyond the trademark; the brand not only includes the "name" and "logo", but also extends to the series of two-dimensional visual system, and even three-dimensional visual system. However, it is often narrowed to a series of awareness and expectations surrounding a product or service in people's consciousness, and becomes an abstract image symbol. Even equating a brand with a specific trademark.

A brand is born from an exclusive commercial symbol, that is, a trademark. Then, this symbol needs to be recognized by consumers and given content to form a brand.

It can be seen that the concepts of trademark and brand are definitely different. The biggest feature of trademark is that trademark is a legal concept with exclusivity, and its exclusivity is guaranteed by law; brand is a market Concepts and brands can include: names, terms, marks, symbols or patterns, etc.