Legal subjectivity:

After an enterprise registers with the relevant government departments, it enjoys the exclusive right to use a certain brand name and brand logo. This brand name and brand logo are protected by law. , no other enterprise may follow suit. Therefore, a trademark is essentially a legal term that refers to a brand or part of a brand that has obtained exclusive rights and is protected by law. Trademarks play different roles in different societies. However, apart from 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. How do consumers choose the products they need based on the quality of goods produced by different producers? There is no doubt that they choose based on the trademark reputation of these goods, and trademark reputation is closely related to the quality of the goods. 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, specification, color, characteristics, etc. of the goods are different. If the goods do not have trademarks for people to recognize and distinguish the goods, it will be a very confusing situation. Consumers will be overwhelmed by 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. It is conducive to product advertising. As a symbol, trademark 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 helpful to beautify the product. A well-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 the trademarks of the "Beijing" brand cars and the trademarks of "Xiafei" cosmetics, which are very aesthetic 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. Using trademarks on exported goods and registering trademarks in foreign countries in a timely manner can obtain legal protection for trademarks, which is conducive to safeguarding the legitimate rights and interests of goods in the place of import and expanding 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 sluggish business. Trademark reputation is crucial in market competition. Reputable trademarks can help improve product competitiveness and open up product sales. Goods accept 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.