(1) A trademark is a part of a brand. Trademark is the symbol and name part of the brand, which is convenient for consumers to identify. But the connotation of the brand goes far beyond this. Brand is not only an easily distinguishable name and symbol, but also a comprehensive symbol, which needs to be endowed with image, personality and life. The design of brand logo and brand name is only the first task to establish a brand, but to truly become a brand, we must start from various aspects such as improving brand personality, brand identification, brand positioning, brand communication and brand management. In this way, consumers will know the brand from form to content, from sensibility to rationality, from unknown to understanding and buying, and form brand loyalty. (2) Trademark belongs to the legal category, and brand is a market concept. Trademark is a legal concept, emphasizing the protection of the legitimate rights and interests of producers and operators. Brand is a market concept, which emphasizes the establishment, maintenance and development of the relationship between enterprises (producers and operators) and customers. The legal functions of trademarks are mainly manifested in protecting the legitimate rights and interests of trademark owners through legal procedures such as the establishment, renewal, transfer and dispute arbitration of trademark exclusive rights; At the same time, urge producers and operators to protect the quality of goods and maintain the reputation of trademarks. When the interests related to trademarks are infringed, they can protect their rights and interests through legal means. Trademarks reflect the solemnity and inviolability of the law. The market functions of brands are as follows: brands are conducive to promoting sales and increasing brand benefits; It is conducive to strengthening customer brand awareness, guiding customers to buy goods, and establishing customer brand loyalty. (3) Trademarks are in the hands of enterprises, and brands are beneficial to consumers. It should be noted that the ownership of trademarks belongs to enterprises and registrants, while brands belong to consumers and only exist in consumers' hearts. When consumers no longer value your brand, it is worthless.