Brand is the core value identification system of an enterprise’s products, services and operating behaviors. At the beginning of a company's establishment, it should establish a brand concept and make every effort to build it during the company's operations.

There are three laws for building a corporate brand. 1. Goods or services are the basis for establishing a brand. The potential market demand for goods or services determines the boundaries of the brand's future development. Second, a trademark is the iconic carrier of a brand. The establishment of a brand starts with the enterprise registering a trademark. Third, operational promotion is the process of building a brand. Only through marketing and promotion can an enterprise's goods or services build popularity among consumers and ultimately win their loyalty.

Brand and trademark are two different concepts with an inclusive relationship. The brand is like a giant umbrella, the trademark is like the umbrella cover, and the products, services and operations are the keel and umbrella handle. So far, the world has not yet formed an authoritative definition of brand. It is usually attributed to the corporate symbol, logo or image design. In fact, these are all partial superficial descriptions of the brand. Brand is essentially a core value identification system for enterprise products, services and their operation and promotion; under this core value identification system, it contains multiple image elements, internal and external value elements of products or services, legal intellectual property rights and other aspects elements of strategic management.

The above elements, through market marketing, connect with consumers or service audiences, and gain recognition, evaluation and loyalty from consumers or audiences. American brand expert David A. Ike describes "brand assets" as a star-shaped structure, including popularity, association, recognition, loyalty and exclusive brand assets (such as trademarks and patents). Therefore, a brand cannot simply be understood as a logo, symbol, name, trademark or image design. The difference between trademarks and brands is that trademarks, as a legal right creation, have strict legal characteristics.

Legislation in various countries around the world today defines trademarks as an independent intellectual property, with property attributes in the sense of civil law, and at the same time with significant identifying properties that distinguish the sources of goods and services of different market entities. In terms of the function of identifying the source of goods and services, trademarks and brands are integrated into one. Trademarks enable consumers to recognize brands for shopping; the promotion of brands and trademarks allows consumers to greatly reduce the cost of searching and identifying specific goods or services.

Registering a company's trademark to mark its products or services is the first stop for brand building. Due to their particularity, entrepreneurial enterprises are based on the new economy, including "Internet +" or Industrial Version 4.0, etc., which are generally linked to new technologies or new market tools. For this reason, companies should give top priority to brand building and be committed to building a complete brand management system.

The marketing and promotion history of a brand is equivalent to the entrepreneurship and development history of a company. Building a famous brand is by no means as simple as corporate image design. Regardless of the traditional market or the new economic form, whether it is product manufacturing or the service industry, from a broad perspective, a successful brand must not only continue to supply excellent products and services to the market, maintain an effective market network, but also invest in continuous marketing and promotion. , marketize the company's brand strategy and win the trust of consumers and service audiences. The highest indicator of brand success is that for the peer market, it has the power to influence the pricing of products or services; for consumers, it is enough to form a certain range of loyalty.

Trademarks are important assets of enterprises. Based on the actual market environment, they are no longer just empty slogans. Its property significance lies in capital value, realization potential and financing function. The financing function of trademarks has become increasingly prominent in recent years. According to data disclosed in the Trademark Announcement, during the six months from November 2015 to April 2016, more than 7,800 trademark rights were pledged, and the pledged trademarks involved multiple industries. Registering trademarks and creating and promoting corporate brands should become the motto of corporate development!