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商标是商品的生产者、经营者在其生产、制造、加工、拣选或者经销的商品上或者服务的提供者在其提供的服务上采用的，<br /> 用于区别商品或服务来源的。<br /> 商标由文字、图形、字母、数字、三维标志、声音、颜色组合，或上述要素的组合，具有显著特征的标志。<br /> <br /> 商标通过确保商标注册人享有用以标明商品或服务，或者许可他人使用以获取报酬的专用权，而使商标注册人受到保护。<br /> <br /> 品牌<br /> 牌是人们对一个企业及其产品、售后服务、文化价值的一种评价和认知，是一种信任。<br /> 品牌已是一种商品综合品质的体现和代表，当人们想到某一品牌的同时总会和时尚、文化、价值联想到一起。<br /> 企业在创品牌时不断地创造时尚，培育文化，随着企业的做强做大，不断从低附加值转向高附加值升级，<br /> 向产品开发优势、产品质量优势、文化创新优势的高层次转变。<br /> 当品牌文化被市场认可并接受后，品牌才产生其市场价值。<br /> <br /> <strong>区别于联系</strong><br /> <strong>一、商标是品牌的一部分</strong><br /> <br /> 商标是品牌中的标志和名称部分，便于消费者识别。<br /> 但品牌的内涵远不止于此，品牌不仅仅是一个易于区分的名称和符号，更是一个综合的象征，需要赋予其形象、个性、生命。<br /> 品牌标志和品牌名称的设计只是建立品牌的第一道工作，但要真正成为品牌，还要着手品牌个性、品牌认同、<br /> 品牌定位、品牌传播、品牌管理等各方面内容的完善。<br /> 这样，消费者对品牌的认识，才会由形式到内容、有感性到理性、完成有未知到理解、购买的转变，形成品牌忠诚。<br /> <br /> <strong>二、商标是法律名词，品牌是经济名词</strong><br /> 商标是法律概念，它强调对生产经营者合法权益的保护。<br /> 品牌是市场概念，它强调企业(生产经营者)与顾客之间关系的建立、维系与发展。<br /> 商标的法律作用主要表现在：通过商标专用权的确立、续展、转让、争议仲裁等法律程序，<br /> 保护商标所有者的合法权益;同时促使生产经营者保护商品质量，维护商标信誉。<br /> 品牌的市场作用表现在：品牌有益于促进销售，增加品牌效益;有利于强化顾客品牌认知，引导顾客选购商品，并建立顾客品牌忠诚。<br /> <strong>三、商标掌握在企业手中，品牌是消费者的认知</strong><br /> <br /> 商标的所有权属于企业，属于注册者，受到法律的保护！<br /> 品牌直观印象来源于消费者，在市场上流通的商品一般我们只会认可商品带给我们的品牌印象，而不是单纯的商标图！<br /> <strong>品牌源自商标品牌包含商标</strong><br /> <br /> <br /> !-- E product-detail-simple --></div> </div> </div> </div> </section>  {dede:include filename="left.htm"/} </div> </section> <section class="sidebar float-left"> <section class="page-menu" skinobjectzone="menu_3937"> <div class="page-menu-title"> <h3>{de新闻中心3> </div> <div class="page-menu-content"> <ul> {dede:c <li class=""><a href="/news/zcfg/" target="">政策法规</a></li> <li class=""><a href="/news/cszs/" target="">财税知识</a></li> <li class='current'><a href='/news/qtzx/' >知识产权及政策</a></li> <li class=""><a href="/news/zcfg/shuangqianzhishichanquanshangbiaozhuceti/" target="">双乾知识产权商标注册提供八大服务</a></li> > <script type="text/javascript"> $(document).ready(function(){ $('.page-menu-content ul').find('li:last').addClass('last'); 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