Nowadays, the topic of trademark registration is often brought up. One of the reasons is that many companies do not have enough understanding of the role of trademarks and ignore the role of trademarks in brand development. As a result, companies suffer from trademarks during the development process. Huge losses were caused by squatting. There are also some companies that do not do enough to promote their trademarks, resulting in product market share declining or even withdrawing from the market.

A trademark is a sign of goods or services and is a brand protected by law. From a marketing perspective, trademarks are an important part of the overall product. That is to say, on the one hand, a trademark is an important feature of a product and is protected by law. This requires the company to apply for registration after naming the product to legalize the sale of the product on the mark; after the product brand has a certain degree of popularity and the scale of the company expands, in order to expand market share and obtain greater benefits, this If a company sells its products in other countries or regions, it should also register the product's trademark in time to avoid the phenomenon of trademark squatting and loss of sales market.

On the other hand, trademarks and products are inseparable. Products have five characteristics? Quality, function, style, brand and packaging. As mentioned earlier, registered trademarks are protected by law and are intangible assets of enterprises with value and value-added functions. Especially well-known trademarks have a very high value. Therefore, in the production and operation activities, enterprises must not only systematically manage and optimize product characteristics, but also pay attention to the establishment and management of trademarks.

Here, let’s first talk about the role of trademarks in corporate development.

1. A trademark is an information resource that has the function of transmitting information

As mentioned above, a trademark is a symbol of a product. Its appearance first indicates the source of the product and provides consumers with They convey information about new products and play a role in creating consumption, stimulating and guiding demand.

Secondly, any trademark represents the inherent quality and standard of the specific product to which it is attached, indicating to some extent the quality responsibility that the producer or operator should bear for the product, thereby ensuring Consumers can use trademarks to select and identify products among competing similar products.

Therefore, a trademark is an information resource that has the function of creating value. Through extensive publicity of the trademark, it becomes known to consumers, opens up the market, and brings benefits to the enterprise.

2. Trademarks are a concentrated expression of corporate image and credibility

Enterprises display their image and credibility to consumers through the distinctiveness and novelty of trademarks and other specific features, and deepen consumers’ understanding of the company. The impression of its products attracts consumers' attention and stimulates consumers' desire to buy, thereby achieving the ultimate goal of expanding product sales. At the same time, a good brand image can also enhance consumers' loyalty to the trademark and encourage consumers to make repeated purchases. For example, some consumers like to buy "Head and Shoulders" shampoo, which is the result of consumers' recognition and trust of this product, and their loyalty to the "Head and Shoulders" trademark.

Through advertising, consumers get to know a certain product and at the same time the company that the product symbolizes; through advertising, the company also gives consumers a promise, and the symbol of this promise is the product. trademark. When people see a trademark, they can know the quality and function of a certain product, whether the company's pre-sales, sales and after-sales services are satisfactory, and other additional benefits that a certain product brings to consumers. Therefore, the higher the visibility of the trademark, the better the image and reputation of the company.

3. Trademark is an intangible asset of an enterprise and an important intellectual property.

Trademark embodies the wisdom and labor of production enterprises and is an important intellectual property; it is an intangible property that generates profits all the time.

Since the trademark has the function of renewal (the trademark is valid for 10 years and can be renewed upon expiration), it has the function of increasing value. Therefore, business operators must pay attention to this special role of trademarks, try to give the product a good name, widely publicize the product trademark on the premise of reliable quality, increase the visibility of the product trademark, thereby promoting product sales and consolidating its market status.

As brand awareness increases, the value of trademarks and their value-added functions are immeasurable. Therefore, companies must be careful not to give up the brand of their products easily, otherwise, it may bring many unnecessary losses to the company.

4. Trademarks are a sharp weapon for enterprises to compete in the market

Trademarks are a stepping stone for enterprises to enter the market, and competition is an inherent economic law of the market economy. If an enterprise wants to remain invincible in the competition and improve and expand its market share, it must adopt various competition forms such as price, promotion, trademark, advertising, marketing promotion, public relations and other forms of competition.

Modern enterprises often adopt non-price competition methods to build brand awareness through trademark advertising, so that products can successfully enter the market. For example, my country's "Wahaha" and "Coca-Cola" rely on first branding and establishing brand awareness to make their products sell well. At the same time, relying on the popularity of trademarks, enterprises will continue to forge ahead, continuously improve product quality, increase the added value of products, consolidate existing market shares, and continuously expand market share to occupy an advantageous position in the competition. Registering a trademark for an enterprise is an issue that cannot be ignored. Trademark registration