Many domestic companies believe that products become brands after trademark registration. In fact, the two are both related and different. Sometimes, a trademark and a brand are equivalent substitutes, and sometimes a brand is not exactly the same as a trademark, and a trademark is not exactly the same as a brand.

Trademarks:

Trademarks are used by producers and operators of goods on the goods they produce, manufacture, process, select or distribute, or by service providers on the services they provide. A sign with distinctive features that is used to distinguish the source of goods or services and is composed of words, graphics, letters, numbers, three-dimensional signs, sounds, colors, or a combination of the above elements, and is a product of the modern economy. In the commercial field, trademarks include words, graphics, letters, numbers, three-dimensional logos and color combinations, as well as combinations of the above elements, which can be applied for registration as trademarks. Trademarks approved and registered by the state are "registered trademarks" and are protected by law. Trademarks protect trademark registrants by ensuring that they have the exclusive right to identify goods or services, or to license others to use them for remuneration.

Brand:

Brand is people’s evaluation and recognition of a company, its products, after-sales services, and cultural value. It is a kind of trust. Brand is the embodiment and representative of the comprehensive quality of a product. When people think of a certain brand, they will always associate it with fashion, culture, and value. When creating a brand, companies continue to create fashion and cultivate culture. As the company grows, To become stronger and bigger, we will continue to upgrade from low-added value to high-added value, and to a high-level transformation of product development advantages, product quality advantages, and cultural innovation advantages. When the brand culture is recognized and accepted by the market, the brand will generate its market value.

Differences:

1. Trademark is part of the brand

Trademark is the logo and name part of the brand, which is easy for consumers to identify. But the connotation of a brand goes far beyond that. A brand is not just an easily distinguishable name and symbol, but also a comprehensive symbol that needs to be given image, personality, and life. The design of the brand logo and brand name is only the first step in establishing a brand, but to truly become a brand, it is necessary to improve the brand personality, brand identity, brand positioning, brand communication, brand management and other aspects. In this way, consumers' understanding of the brand will change from form to content, from perceptual to rational, from unknown to understanding and purchase, forming brand loyalty.

2. Trademark belongs to the legal category, and brand is a market concept

Trademark is a legal concept, which emphasizes the protection of the legitimate rights and interests of producers and operators; brand is a market concept, which emphasizes the enterprise ( The establishment, maintenance and development of relationships between producers and operators) and customers.

The legal role of trademarks is mainly to protect 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, it encourages producers and operators to protect product quality and maintain Trademark credibility.

When your trademark-related interests are infringed, you can protect your rights and interests through legal means. Trademarks show the solemnity and inviolability of the law.

The market role of brands is as follows: brands are beneficial to promoting sales and increasing brand benefits; they are beneficial to strengthening customers' brand awareness, guiding customers to purchase goods, and building customer brand loyalty.

3. Trademarks are in the hands of enterprises, while brands are beneficial to consumers

The ownership of trademarks belongs to enterprises and registrants, while brands belong to consumers and they only exist In the minds of consumers, when consumers no longer value your brand, the brand is worthless.

Reference materials:

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