With the rapid development of the economy, it is also the peak period of the rapid development of the commodity society. Physical stores and online shopping malls in the streets and alleys have a dazzling array of products. With the improvement of living standards, people’s desire to shop has become stronger. People care about product quality and pay more attention to product trademarks, because product trademarks can realize product value and product guarantee. Trademarks are unique and legal. They can distinguish between products. In simple terms, they can be the personalized labels of products. At the same time, trademarks are registered by the manufacturer through legal application, so the use of trademarks has legal effects, and commodity trademarks have legal protection. For example, there is a dispute between the recently popular Jiaduobao herbal tea and Wanglaoji over the right to use the commodity trademark. Wanglaoji The suspected infringement was finally punished by law through legal means, and the issue of trademark use rights was reasonably resolved. It can be seen that the correct use rights of trademarks are subject to legal supervision. Trademarks have legal protection and legal characteristics, but trademark issues can also be legally transferred if properly handled. Formal trademark transfer can generally be achieved through the formal trademark process, a trademark agreement between both parties, and the signing of a trademark contract by both parties, and ultimately the transfer of trademark rights. The reasonable transfer of trademarks can not only promote the development of new enterprises, but also realize the gorgeous transformation of original goods. It can also achieve higher value during transfer. In history, there are many successful examples of trademark transfer. Wanglaoji, who is well known to women and children, once It is very popular, and the Wong Lo Kat brand belongs to Guangzhou Pharmaceutical, which was once leased to Hong Kong Hongdao Group. The herbal tea business has developed very well and became very popular. People are full of praise. From this, it can be seen that Guangzhou Pharmaceutical has gained benefits while renting. It has also promoted rapid economic development and at the same time enhanced brand influence. It can be said that why not do it.