Trademarks play different roles in different societies. However, excluding the influence of social political and economic factors on trademarks, trademarks generally have the following functions.

1. Distinguish between different producers and operators of similar goods

In the modern commodity market, there are thousands of manufacturers of the same commodity. Therefore, if consumers are familiar with the trademark of the product, they will know which company produces the product. Just like a person's face symbolizes a person, a trademark, as the face of a product, becomes a symbol of a specific product of a company. It is related to the honor and disgrace of the product, represents the credibility of the product, and is directly related to the producer and operator of the product. evaluation. Enterprises also show their uniqueness because of their own unique trademarks, which in turn makes the entire market show inherent vitality. This is the most essential and basic function of a trademark.

2. Distinguish the quality of goods produced by different producers

On what basis do consumers choose the goods they need? Undoubtedly, the selection is based on the trademark reputation of these products, and trademark reputation is closely related to product quality. In this sense, a trademark is a sign that represents a certain quality of goods. When a company uses a trademark, it is equivalent to signing a product quality guarantee certificate. If there is a problem with the product, consumers can find the manufacturer based on its trademark, thus strengthening consumer confidence. Supervision of enterprises. It is conducive to enhancing corporate responsibility, ensuring and improving product quality, and striving to create famous brands.

3. It is convenient for consumers to identify and purchase goods

Due to the wide variety of goods, the quality, grade, specifications, colors, characteristics, etc. of the goods are different. If the goods do not have a trademark, For people to understand and distinguish the products, it will be a very confusing situation, and consumers will be at a loss in front of the wide variety of products and have no idea what to do. Enterprises use trademarks to distinguish them, allowing consumers to identify products and purchase goods based on trademarks, saving consumers shopping time, enhancing consumers' shopping confidence, and guiding consumers' shopping orientation. At the same time, trademarks have also become a link between consumers and commodity producers and operators.

4. Conducive to product advertising

Trademark, as a symbol, reflects the quality and reputation of the product, and naturally becomes a very effective means of product advertising. Using trademarks to promote products is concise, eye-catching, and easy to remember, which can enhance the advertising effect and leave a deep impression on consumers, thereby attracting and inducing their desire to "buy quickly", thereby achieving the effect of creating a famous brand and expanding sales. Many successful advertisements repeatedly strengthen the trademarks of their products, such as the TV advertisement for the "Xinfei" brand refrigerator. The lyrics of the entire advertisement are only one sentence: "Xinxiang Philip, Xinfei." Coupled with the touching pictures, it becomes It left a deep impression on the audience. Advertisements for other well-known trademarks such as "Panasonic", "Goldlion", "Toshiba", "Coca-Cola", etc. all place the promotion of their trademarks in the most eye-catching positions in the advertisements.

5. It is conducive to beautifying products

A beautifully designed trademark can increase the beauty of the product, increase the value of the product, and expand the sales of the product. For example, the design of the "Ballet" brand pearl cream produced in Nanjing is very modern, which caused a sensation in the Hong Kong market, won the favor of consumers, and suddenly became a famous brand product. Another example is that the trademarks of the "Beijing" brand cars and the trademarks of "Xiafei" cosmetics are very beautiful and add a lot of color to their products. Of course, the most important thing about a product is its quality. Only if the quality is excellent and the trademark is designed to be beautiful can the competitiveness be truly enhanced. On the contrary, if the product is of poor quality, no matter how beautiful the trademark is, it will not help.

6. It is conducive to the development of international trade

First, using trademarks on export goods and registering trademarks in foreign countries in a timely manner can obtain legal protection for the trademark and help safeguard the goods. Legal rights and interests in the place of import to expand exports.

Second, trademarks represent the technical level of exported goods, indicate the quality of goods, represent the country’s production level and reputation, and can play a role in promoting foreign trade.

Third, establishing trademark reputation and striving to create a well-known trademark internationally will be very beneficial to strengthening the competitiveness of my country's export commodities in the international market and promoting the development of my country's foreign trade.

7. It is conducive to fair competition

Trademarks are a symbol of the reputation of goods. A trademark with a good reputation and strong competitiveness will inevitably result in a prosperous business; a trademark with a bad reputation will have weak competitiveness and the result will inevitably be a depressed business. Trademark reputation is crucial in market competition. Reputable trademarks can help improve product competitiveness and open up product sales. Goods undergo social inspection and supervision in the market and participate in competition. This market competition is a competition of product variety, quality, price and other factors, and this information is transmitted to consumers through the bridge of trademark, so, Fair competition among enterprises in the market must rely on the participation of trademarks. The widespread use of trademarks brings companies to the market, and companies successfully use trademarks to obtain obvious economic benefits. At the same time, they encourage companies to improve product quality, increase varieties, create and maintain well-known trademarks, and use trademarks as a concise and powerful form to carry out fair competition. , open up markets and guide consumption.

In short, trademark is a powerful tool to promote production, prosper the market, participate in international market competition, and safeguard the interests of producers and consumers.

Legal basis:

"Trademark Law of the People's Republic of China (2019 Amendment)"

Article 56

The exclusive right to register a trademark is limited to the approved registered trademark and the approved products for use.

Article 57 Anyone who commits any of the following acts shall infringe upon the exclusive right to use a registered trademark:

(1) Using the same product on the same product without the permission of the trademark registrant Using a trademark that is the same as its registered trademark;

(2) Using a trademark that is similar to its registered trademark on the same goods without the permission of the trademark registrant, or using the same trademark as its registered trademark on similar goods or similar trademarks that are likely to cause confusion;

(3) Selling goods that infringe the exclusive rights of registered trademarks;

(4) Counterfeiting, unauthorized manufacturing or sales of other people’s registered trademarks Forging or making unauthorized registered trademark signs;

(5) Changing the registered trademark without the consent of the trademark registrant and putting the goods with the changed trademark back into the market;

(6) Intentionally providing facilities for infringing the exclusive rights of others’ trademarks and helping others to infringe the exclusive rights of trademarks;

(7) Causing other damage to others’ exclusive rights to registered trademarks.

Article 58

Whoever uses someone else’s registered trademark or unregistered well-known trademark as a trade name in a company name to mislead the public and constitute unfair competition shall be punished in accordance with the "China The People's Republic of China and the Anti-Unfair Competition Law of the People's Republic of China.