After being registered with the relevant government authorities, an enterprise enjoys the exclusive right to use a brand name and brand logo, which are protected by law and cannot be imitated by any other enterprise. Therefore, a trademark is essentially a legal term, which refers to a brand or a part of a brand that has obtained the exclusive right and is protected by law. Trademarks play different roles in different societies, but apart from the influence of social political and economic factors on trademarks, trademarks generally have the following functions. 1. Differentiate different producers and operators of similar commodities. In the modern commodity market, there are thousands of manufacturers of the same commodity. Therefore, if consumers are familiar with the trademarks of goods, they will know which enterprise produces the goods. Just like a person's face symbolizes a person, a trademark, as the face of a commodity, becomes a symbol of a specific commodity of an enterprise, and represents the reputation of the commodity with the honor and disgrace of the commodity, and is directly related to the evaluation of the commodity producers and operators. Enterprises also show their own uniqueness because of their own unique trademarks, thus making the whole market show internal vitality. This is the most essential and basic function of trademarks. 2. What is the basis for different consumers to choose the goods they need to distinguish the quality of goods produced by different producers? Undoubtedly, the choice is based on the brand reputation of these commodities, and the brand reputation is closely related to the quality of commodities. In this sense, a trademark is a symbol representing a certain quality of a commodity. When an enterprise uses a trademark, it is equivalent to signing a quality guarantee. If there is a problem with the commodity, consumers can find the manufacturer according to its trademark, thus strengthening the supervision of consumers on the enterprise. It is conducive to enhancing the sense of responsibility of enterprises, ensuring and improving the quality of goods, and striving for famous brands. 3. It is convenient for consumers to recognize the brand and buy goods. Because of the variety of goods, the quality, grade, specification, design and color of the goods are different. If there is no trademark for people to know and distinguish the goods, there will be a very chaotic situation, and consumers will be at a loss in front of a variety of goods. Enterprises use trademarks to distinguish them, so that consumers can identify goods and buy goods according to trademarks, which saves consumers' shopping time, enhances consumers' shopping confidence and guides consumers' shopping orientation. At the same time, trademarks have become the link between consumers and commodity producers and operators. 4. It is conducive to commodity advertising. As a sign, trademarks reflect the quality and reputation of commodities, and naturally become a very effective means of commodity advertising. Using trademarks to promote goods is concise, eye-catching and easy to remember, which can enhance the advertising effect and leave a deep impression on consumers, so as to attract and induce their desire to "buy as soon as possible", thus achieving the effect of creating famous brands and expanding sales. Many successful advertisements have repeatedly strengthened the trademark of their products, such as the TV advertisement of "Xinfei" brand refrigerator. The lyrics of the whole advertisement are only one sentence: "Xinxiang Philip, Xinfei." Coupled with moving pictures, it left a deep impression on the audience. Advertisements of other well-known trademarks, such as Panasonic, Goldlion, Toshiba and Coca-Cola, put the promotion of their trademarks in the most eye-catching position. 5. Trademarks that are conducive to beautifying the beautiful design of goods can increase the aesthetic feeling of goods, raise the price of goods and expand the sales of goods. For example, the design of "Ballet" brand pearl cream produced in Nanjing has a very modern style, which has caused a sensation in the Hong Kong market and won consumers' love, and has become a brand-name commodity at once. Another example is the trademark of the "Logo" brand car and the trademark of "Xiafei" cosmetics, which are full of aesthetic feeling and add a lot of color to their products. Of course, the most important thing is the quality of goods. Only under the premise of excellent quality, can we really enhance our competitiveness by designing the trademark beautifully. On the contrary, if the quality of goods is poor, it will be useless to design the trademark beautifully. 6. It is conducive to the development of international trade. First, the use of trademarks on exported goods and the timely registration of trademarks in foreign countries can obtain legal protection for trademarks, which is conducive to safeguarding the legitimate rights and interests of goods in the importing areas and expanding exports. Second, trademarks represent the technical level of exported goods, show the quality of goods, represent the production level and reputation of the country, and can play a role in promoting foreign trade. Third, establishing the reputation of trademarks and striving for well-known trademarks in the world are very beneficial to strengthening the competitiveness of China's export commodities in the international market and promoting the development of China's foreign trade. 7. A trademark that is conducive to fair competition is a sign of the good or bad reputation of a commodity. A trademark with good reputation and strong competitiveness will inevitably lead to a prosperous business; A trademark with a bad reputation is weak in competitiveness, and the result is inevitably a business depression. Trademark reputation is very important in market competition, and a reputable trademark helps to improve the competitiveness of goods and open up the market for goods. Commodities are subject to social inspection and supervision in the market and participate in competition. This kind of market competition is the competition of many factors such as commodity variety, quality and price, and this information is transmitted to consumers through the bridge of trademarks. Therefore, fair competition of enterprises in the market must rely on the participation of trademarks. The widespread use of trademarks has pushed enterprises to the market, while enterprises have successfully used trademarks to achieve obvious economic benefits. At the same time, they have encouraged enterprises to improve the quality of goods, increase varieties, create and maintain well-known trademarks, and launch fair competition in the concise and powerful form of trademarks to open up markets and guide consumption. In a word, trademarks are a powerful tool to promote production, prosper the market, participate in international market competition and safeguard the interests of producers and consumers.