Trademark and brand are two different concepts, but they are easily confused. Many people use these two terms interchangeably, and some even mistakenly believe that as long as the trademark symbol is marked, it becomes a brand. If this is the case, then all trademarks registered with the Industrial and Commercial Bureau can be called brands. .

In fact, trademarks and brands are both related and different. If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg that emerges from the water.

Trademark is an integral part of the brand. It is just the logo and name of the brand, which is easy for consumers to remember and recognize. But the brand has a richer connotation. The brand is not just a logo and name, but also contains vivid spiritual and cultural content. The brand embodies people's values, symbolizes people's identity, and expresses people's feelings. For example, the brand connotation of Coca-Cola is far more than the logo and name composed of the words "Coca-Cola". It embodies the "optimistic" American culture of generations of Americans. Mercedes-Benz symbolizes the owner's "success and status."

Brand naming and logo design are only the first steps in brand establishment. To truly create an excellent brand, we also need to carry out various tasks such as brand research and diagnosis, brand planning and positioning, brand communication and promotion, and brand adjustment and evaluation. It is also necessary to improve the brand's visibility, reputation, and loyalty, accumulate brand assets, and persevere year after year, adhere to its brand positioning, and keep its promises to consumers, so that the brand image can be deeply rooted in the hearts of the people and last for a long time.

Trademark is a legal term, and brand is an economic term. Trademarks and brands are both marks of goods. Trademark is a legal term, and brand is an economic term. Only when a brand touches the hearts of consumers can it generate market economic benefits. At the same time, only after a brand is registered in accordance with the Trademark Law can it become a registered trademark and be protected by law to avoid infringement and imitation by any other individual or enterprise.

The trademark is in the hands of the registrant, while the brand is rooted in the minds of consumers. The ownership of a trademark is in the hands of the registrant. The trademark registrant can transfer and license his trademark, and can use legal means to prevent others from infringing on the use of his trademark. But brands are rooted in the hearts of consumers. The huge value and market appeal of a brand comes from consumers’ trust, preference and loyalty to the brand. If a brand loses its credibility and the trust of consumers, the brand will be worthless. . For example, Qinchi and Chundu lost the trust of consumers due to product quality problems. As a result, although they were successful for a while, they could not escape the fate of rapid destruction. Therefore, brand management is essentially a large amount of credit deposit that the company can continuously save in the hearts of consumers and can be successfully recovered in the future. It is the construction of a commercial credit treasure house that is "established in the present and contributes to the future."

As "Coca-Cola" said: "Even if a fire burns Coca-Cola to ashes, investors around the world will spend 60 billion US dollars to rebuild the brand the next day. "Coca-Cola" is a fire Endless wealth. This is the value of a brand.

A trademark is the most expressive, memorable and easily communicated component of a brand. Parts that have been hit. For example, "Didi Taxi" changed its name to "Didi Chuxing" because it was registered by other companies due to the use of unregistered trademarks during the promotion period. The secondary promotion expenses after the name change resulted in huge losses; such as "Leibi, Kang" The emergence of counterfeit trademarks such as "Shuaibo" has greatly damaged the reputation of well-known food companies.

Trademark registration is easy, but rights protection is difficult. Only by taking preventive measures can we reduce possible rights protection costs in the future. And brand Construction is a gradual growth process, and trademark registration is the first step. The industry-leading Xianfeng Trademark Office recommends that all companies committed to brand building should consider early registration, multiple registration categories, and similar trademark registration at the beginning of trademark registration. and other issues; the trademark design should also be easy to identify and consistent with the company's business philosophy.

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