Experts from Bajie, a leading trademark trading network, introduced: In the company naming practice, many customers cannot distinguish the relationship between company naming, trademark naming and brand, and directly propose that the name for the company should be A brand! Of course, this also reflects that current naming customers have realized the relationship between naming a company and creating a brand. Trademarks and brands are actually two aspects of the same problem: (1) From a market perspective, brands accumulate market benefits. (2) From a legal perspective, trademarks are used to protect the market interests accumulated by the brand. Therefore, only when a brand is converted into a trademark can its accumulated market interests be legally protected. However, when a brand is converted into a trademark, a certain fee must be paid. Some companies are unwilling to pay this fee, and their brands will not be protected by law. (3) From a quantitative perspective, the number of brands and trademarks is not equal; a trademark is a part of the brand, and it is the part of the brand that has obtained the exclusive right to trademark. If a brand wants to be viable, long-lasting, long-lasting, far-reaching, and big, it must be transformed into a trademark. Only by obtaining legal protection can the brand continue. Brand is different from trademark. Brand is a market concept, while trademark is a legal concept. In the market economy, what can be called a brand is actually a trademark that has a certain reputation and popularity in a certain industry. In fact, this kind of trademark is also called a famous brand. Brands are not born, they are marketed, using trademarks as carriers. It is created by conducting overall marketing planning for products using the trademark, including researching the market, selecting target markets, specifying product strategies, price strategies, distribution strategies and promotion strategies, and ensuring the effective implementation of these strategies. Therefore, the brand should at least Including trademarks, product quality, marketing methods, advertising, services, etc. A brand is not just a trademark, but something with intangible value that is attached to the trademark and embodies people's intellectual achievements. Brands and enterprises are vital for survival and survival. They are the sum of all consumer experiences brought to consumers by the combination of trademarks, enterprises and products. Brands include the value of trademark rights and all goodwill values, and are the external representatives of all intangible assets. The brand is mainly used for publicity, external image building and internal cohesion. It can be used as background information when applying for a trademark, and can be used as a bargaining chip in joint ventures and cooperation. A trademark is a single intangible asset that is independent of the enterprise and can be used for pledge loans, joint ventures, mergers and acquisitions, and equity swaps. In our country, in the mid-to-late 1980s, the voice for trademarks was relatively high; by the mid-to-late 1990s, the voice for brands was relatively high. In the mid-to-late 1990s, some companies began to have the ability and strength to expand their market territories overseas. The most capable companies were those with famous trademarks. When foreign companies learned of this information, they rushed to register our famous trademarks in foreign countries. For example, Japan registered nearly 300 trademarks, and Malaysia and Singapore also registered hundreds of Chinese trademarks. This means that products with such trademarks are sold in these countries. banned from the market. Tongrentang has been registered by Japan, which means that our medicines can no longer be sold in Japan under the name "Tongrentang", otherwise it will be an infringement. Therefore, in the 1980s, the Trademark Office loudly urged companies to pay attention to trademark registration and protect their legitimate rights and interests. Another example is the "Youth Digest" published by Gansu People's Publishing House, which is loved by young people. However, it has not been converted into a trademark and has not been legally protected by the national trademark law. Since someone has registered it in a foreign country, the publishing house has to reluctantly part with it. Changed "Youth Digest" to "Reader". There are many similar situations. Trademarks belong to the legal category and involve the issue of whether the legitimate rights and interests of producers and operators can be protected. Therefore, the State Trademark Office should remind enterprises to pay attention to trademark registration to protect their legitimate rights and interests. Bajie experts learned from the survey that the brand’s voice in the 21st century is relatively high. This call mainly comes from enterprises, because enterprises realize that brands connect customers, and if they want to win the market, they must build a good brand so that the brand can be recognized by consumers. Therefore, brand is a category of the market, which emphasizes the establishment, maintenance and development of the relationship between enterprises and customers, enterprises and consumers. Only when a brand is recognized by consumers can it accumulate better market interests, and these market interests must be converted into trademarks to obtain the most basic protection. <