A trademark is the whole brand and brand symbol that enjoys the exclusive right to use a trademark after registration and is protected by law. It is a symbol that can distinguish an enterprise's own goods or services from those of others. Trademarks include commodity trademarks, service trademarks, collective trademarks and certification trademarks.

brand is a market concept, a consumer's cognition of operators, and trademark is a legal concept, which protects the rights and interests of enterprises. Brand and trademark are the brand names and signs used by producers and operators to distinguish different kinds and products from other producers and operators. A trademark is not only a sign or mark, but also includes the name of a commodity or the item of a service. In the actual marketing of enterprises, brands and trademarks are designed to distinguish the source of goods, facilitate consumers to recognize brands and subscribe, and benefit market competition. Thus, brands and trademarks are the basic elements to spread corporate image and popularity.