Refers to the act of a registrant transferring the exclusive right to use a trademark to another person in accordance with legal procedures during the validity period of the registered trademark.

The brand logo itself can create brand recognition, brand association and consumer brand preference, thereby affecting the quality of the brand and customer brand loyalty.

Strictly speaking, buying and selling a brand mark is a transfer of the brand mark, which means transferring the exclusive right of the brand mark from the brand mark applicant to another person. There are three ways to transfer a brand mark (contract transfer, inheritance transfer, and trademark transfer due to administrative orders). The sale and purchase of brand marks is a contractual transfer in the transfer of brand marks.