Brands originate from trademarks, but are sublimated beyond trademarks.

The definition of brand given by Dr. Philip Kotler, a well-known marketing expert, is: a brand is a name, noun, symbol or design, or a combination thereof, whose purpose is to identify a certain seller or a certain person. Group sellers’ products or services and differentiate them from those of competitors. This definition has been widely accepted by academia and industry.

The connection and difference between "brand" and "trademark". Simply put, trademark is the basic component of the brand and the identification mark of the brand.

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, the brand not only includes the "name" and "logo", but also extends to the series' 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.