1. trademark is an information resource with the function of transmitting information. As mentioned above, a trademark is a symbol of a product. Its appearance first shows the source of products, transmits the information of new products to consumers, and plays the role of creating consumption, stimulating and guiding demand. Secondly, any trademark represents the inherent quality and standard of the specific product to which it is attached, and to a certain extent shows the quality responsibility that the producer or operator should bear for the product, thus ensuring that consumers can choose and identify the product among competing similar products by virtue of the trademark. Therefore, a trademark is an information resource with the function of creating value. Through the extensive publicity of trademarks, they are well known to consumers, open up markets and bring benefits to enterprises. 2. Trademark is a concentrated expression of corporate image and reputation. Enterprises show their image and reputation to consumers through the distinctive and novel characteristics of trademarks, deepen consumers' impression of their products, attract consumers' attention, stimulate consumers' desire to buy, and then achieve the ultimate goal of expanding product sales. At the same time, a good brand image can also enhance consumers' loyalty to trademarks and encourage consumers to buy again and again. For example, some consumers like to buy "Head & Shoulders" shampoo, which is the result of consumers' recognition and trust in this product, and they are loyal to the "Head & Shoulders" trademark. Through advertising, consumers know a certain product, but also know the enterprise marked by this product; Through advertising, enterprises also give consumers a promise, and the symbol of this promise is the trademark of the product. When people see a trademark, they can know the quality and function of a product, whether the pre-sale, in-sale and after-sale services of an enterprise are satisfactory, and other additional benefits that a product brings to consumers. Therefore, the higher the visibility of the trademark, the better the image and reputation of the enterprise. 3. Trademark is an intangible asset of an enterprise and an important intellectual property right. Trademark embodies the wisdom and labor of production enterprises and is an important intellectual property right; It is an intangible property and always generates profits. Because the trademark has the renewal function (the trademark is valid for 10 years, and can be renewed upon expiration), it has the value-added function. Therefore, the operators of enterprises must attach importance to this special role of trademarks, try their best to give products a good name, publicize the trademarks of products extensively on the premise of reliable quality, and improve the visibility of product trademarks, so as to promote product sales and consolidate market position. With the improvement of brand awareness, the value and value-added function of trademarks are immeasurable. Therefore, enterprises must be careful not to give up the brand of their products easily, otherwise it may bring many unnecessary losses to enterprises. 4. Trademark is a sharp weapon for enterprises to participate in market competition. Trademark is the stepping stone for enterprise products to enter the market, and competition is the inherent economic law of market economy. In order to remain invincible in the competition, improve and expand the market share, enterprises must adopt various forms of competition, such as price, promotion, trademark, advertising, marketing promotion and public relations. Modern enterprises often take the form of non-price competition, establish brand awareness through trademark advertising, and make products enter the market smoothly. For example, Wahaha, Changhong in China and Coca-Cola in the United States all make their products sell well by branding first and establishing brand awareness. At the same time, relying on the popularity of trademarks, enterprises will continue to forge ahead, constantly improve product quality, increase added value of products, consolidate existing market share, continuously expand market share, and occupy a favorable position in the competition.