一、商标的重要作用日益凸显,国家和企业高度重视当今社会,商标不仅具有传统区分商品来源的功能,其表彰功能更加突出。正是因为商标具有表彰功能,消费者才愿意为商标买单,商标的价值和作用才能最大限度地得到发挥。营销大师菲利普·科特勒曾说:“销售的不是产品,而是文化、品味和价值,文化、品味、价值对消费者 First, the important role of trademarks has become increasingly prominent. The state and enterprises attach great importance to today’s society. Trademarks not only have the traditional function of distinguishing the sources of commodities, but also have a more prominent recognition function. It is precisely because the trademark has the recognition function, consumers are willing to pay for the trademark, the value and role of the trademark in order to get the maximum play. Philip Kotler, a marketing guru, once said: ”It’s not the product that’s sold, but the culture, the taste, the value, the culture, the taste, the value to the consumer