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Is it illegal to use the brand of Qianlixiang Wonton franchise store privately?

It is illegal to brand Qianlixiang Wonton franchise stores privately

Trademarks are signs used to identify and distinguish the source of goods or services. Any mark that can distinguish the goods of a natural person, legal person or other organization from the goods of others, including words, graphics, letters, numbers, three-dimensional signs, color combinations and sounds, etc., as well as combinations of the above elements, can be applied for registration as a trademark .