1. Different functions

1. Trademarks

(1) Trademarks are used to indicate the source of goods or services by ensuring the rights of the trademark registrant, or to permit others to use them. The trademark registrant is protected by the exclusive right to obtain remuneration.

(2) Trademarks promote the positive and enterprising spirit of the world by rewarding trademark registrants and gaining recognition and economic benefits. Trademark protection also prevents unscrupulous competitors, such as counterfeiters, from using similar distinctive marks to promote inferior or different products or services.

(3) Trademarks are an important part of product and packaging decoration. A trademark with exquisite design, profound meaning, novelty and outstanding personality can well decorate products and beautify packaging, making consumers happy. Buy.

2. Brand

(1) Brand - the embodiment of the core value of the product or enterprise

Brand - the tool for consumers or users to remember the product must not only Goods are sold to target consumers or users, and consumers or users must have a good impression of the goods through use, so that they can make repeated purchases. Continue publicity to form brand loyalty and make consumers or users make repeated purchases.

(2) Brand - a discriminator for identifying goods

Brands are established due to competition and are used to identify a certain seller's products or services. The brand design should be unique and have distinctive personality characteristics. The brand's patterns, words, etc. are different from competitors and represent the characteristics of the enterprise.

At the same time, different brands each represent products of different forms, different qualities, and different services, which can provide reference for consumers or users to purchase and use.

(3) Brand - Guarantee of quality and credibility

Enterprises design brands and create brands. Building a brand and creating a famous brand are the common sense that enterprises gradually form under the conditions of market competition. People hope to distinguish products and enterprises through brands, form brand followers through brands, and expand the market through brands. The creation of brands and the formation of famous brands can help enterprises achieve the above goals, making brands a powerful competitive weapon for enterprises.

(4) Brand - the "cash cow" of the enterprise

Brands win by quality. Brands often have cultural and emotional connotations, so brands add added value to products. At the same time, the brand has a certain degree of trust and following, and the company can set a relatively high price for the brand and obtain higher profits.

(5) Brand - sell more expensively + sell more, drive business

2. Different values

1. Trademark is the intangible of the enterprise There is no very fixed determination of the value of assets and trademarks. The value of a trademark as an asset in the investment or business process is the amount of capital contained in the trademark asset.

It refers to its capital value, not its honorary or subjective value. Common value judgments are usually determined by the awareness and recognition of the trademark, and are evaluated based on the estimated value that the trademark can bring to the enterprise.

2. The value of a brand includes user value and self-worth.

The function, quality and value of the brand are the user value elements of the brand, that is, the three internal elements of the brand; the brand's popularity, reputation and popularity are the self-value elements of the brand, that is, the three external elements of the brand. elements.

The user value of a brand depends on the three internal factors, and the self-worth of the brand depends on the three external factors.

3. Different origins

1. The origin of trademarks can be traced back to ancient times, when craftsmen printed their signatures or "marks" on their works of art or practical products. Today these marks have evolved into the trademark registration and protection system that is common in the world today.

2. The word "brand" comes from the Old Norse word brandr, which means "burning" and refers to the burning seal of the producer to imprint it on the product.

Baidu Encyclopedia - Trademark

Baidu Encyclopedia - Brand