商标即牌子,是商品经济的产物,是市场竞争的重要武器.企业之间要开展竞争,首先就得把这种商品同那种商品区别开来,商标就起到了这种作用。商标体现和凝结了企业为改善经营管理,提高产品质量,降低成本,优质服务所作的一切努力。只有通过使用商标,企业才能树立自己的产品形象和企业的信誉,进行广告宣传,引导消费者认牌购买,从而赢得利润,取得更大经济效益.消费者也只有通过辨认商标,才能作出 Trademarks are brands, are the product of commodity economy, and are an important weapon for market competition. To compete with each other, companies must first distinguish this commodity from that commodity. Trademarks thus play such a role. The trademark embodies and consolidates all the efforts made by the company to improve its operations and management, improve product quality, reduce costs, and provide quality services. Only through the use of trademarks can companies establish their own product image and corporate reputation, conduct advertising campaigns, and guide consumers to purchase licenses, thereby earning profits and achieving greater economic benefits. Consumers can only make their own decisions by recognizing trademarks.