Brand generally refers to the image, reputation and popularity of an enterprise's goods or services in the market. Brand is a comprehensive embodiment of corporate image, including corporate name, logo, slogan, image, reputation, word of mouth and culture, representing corporate values, ideas and culture. Brand is the last "barrier" for enterprises to avoid falling into pure homogeneous price competition. With the increasing homogenization of market competition, an enterprise's products, quality, technology, management, channels, services and processes are easily copied and imitated by competitors, but it is impossible for competitors to copy a brand.
Trademark is a sign used to distinguish one operator's brand or service from other operators' goods or services, such as graphics, letters, numbers, symbols, colors, etc. Trademark is an intangible asset of an enterprise, which is used to protect the business logo and intellectual property rights of the enterprise and can help the enterprise establish and protect its brand image in the market.
The difference between a brand and a trademark can be distinguished from the following aspects: 1. Brand is a comprehensive embodiment of corporate image, and trademark is a sign used to identify the source of goods or services. 2. The brand can include the name, logo, slogan, image, reputation, word of mouth, culture and other aspects of the enterprise, and the trademark is only a part of it, which is mainly used to identify the goods or services of the enterprise. 3. Brands can help enterprises to establish and maintain their own image and reputation in the market, while trademarks are mainly used to protect business logos and intellectual property rights of enterprises. 4. Trademarks can get legal protection through registration, while brands can't get legal protection directly through registration, but enterprises can protect their brand image through the use of trademarks.