The function of identifying the source of goods, or trademarks, is identifiable. This is the basic and primary function of a trademark. Trademarks are created because they need to identify the source of goods, so only those with this function can become trademarks. , anything without this function cannot be called a trademark. As a basic function of trademark identification, extending from it, trademarks also have several functions related to it.

The functions of trademarks are:

1. To indicate the source of goods. The most essential and basic function of a trademark is to distinguish identical goods or services. Trademark is the simplest and most effective way to identify goods or services.

2. Supervision of product quality. The trademark itself is not a sign of the quality of the goods, but the reputation of the trademark depends on the quality of the goods. The better the quality of the goods, the higher the reputation of the trademark. The quality of the goods is the soul of the trademark's reputation.

3. The guiding role in product selection. With a trademark, it can help identify the brand and purchase goods, and safeguard the interests of consumers. When consumers purchase products, whether they come here because of reputation, usage habits, or new attempts at a certain product, the first thing they see is the trademark logo. Products are embellished with trademarks to attract customers, guide and stimulate consumption.

4. The advertising function of product sales. Trademarks are an effective means of advertising. Many famous brand products are known to consumers through advertising. When consumers purchase goods, they usually remember the trademark and use the trademark to identify the quality of the goods, which is the so-called brand-based purchase. This is the advertising function of the trademark.

Trademarks play different roles in different societies. However, excluding 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. Distinguish the quality of goods produced by different producers

On what basis do consumers choose the goods they need? Undoubtedly, the selection is based on the trademark reputation of these products, and trademark reputation is closely related to product quality. 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, specifications, colors, characteristics, etc. of the goods are different. If the goods do not have a trademark, For people to understand and distinguish the products, it will be a very confusing situation, and consumers will be at a loss in front of 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. Conducive to product advertising

Trademark, as a symbol, 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 beautifully designed trademark is equivalent to putting a beautiful coat on the product, which can increase the beauty of the product, increase the value of the product, and expand the Sales of goods. 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 that the trademarks of the "Beijing" brand cars and the trademarks of "Xiafei" cosmetics are very beautiful and add a lot of color to their products.

Registered trademarks mainly have the following functions:

1. The provisions of registered trademarks encourage producers and operators to ensure the quality of goods and services and maintain the reputation of trademarks;

2. The regulations on registered trademarks can strengthen the management of trademarks;

3. Trademark registrants enjoy the exclusive right to use trademarks and can be protected by law.

Legal basis:

Article 1 of the "Trademark Law of the People's Republic of China"

In order to strengthen trademark management, protect the exclusive right to trademark, and promote production , Operators ensure the quality of goods and services, maintain the reputation of trademarks, protect the interests of consumers and producers and operators, and promote the development of the socialist market economy. This law is specially formulated.

Article 2

The Trademark Office of the Industrial and Commercial Administration Department of the State Council is responsible for the registration and management of trademarks nationwide.

The Administration for Industry and Commerce of the State Council has established a Trademark Review and Adjudication Committee to handle trademark disputes.

Article 3

Trademarks approved and registered by the Trademark Office are registered trademarks, including commodity trademarks, service marks, collective trademarks, and certification marks; the trademark registrant enjoys the exclusive right to use the trademark and is subject to Legal protection.