Green Circle Talks about Cross-border] Building a Globally Recognized Brand: The Critical Role of Trademarks in Brand Building

At a time of fierce business competition, building a globally recognized brand has become the common goal of many enterprises. In the process of brand building, trademark plays a crucial role as an important part of corporate image. Trademark is not only a product logo, but also the key to brand awareness and value communication, below we will discuss the key role of trademark in brand building.

First of all, trademark is an important form of expression of enterprise image. An excellent trademark can intuitively show the characteristics and core values of an enterprise and become the first impression of consumers on the enterprise. For example, the famous Coca-Cola trademark, with its simple, easy to remember and full of vigor, successfully conveys the image of Coca-Cola as young, fashionable and happy. Therefore, the trademark plays an important role in shaping the corporate image in brand building.

Secondly, trademark is a key medium for brand recognition. Through long-term brand promotion and marketing activities, excellent trademarks can become the direct cognition and association of consumers to the brand. Whether it is the trademark of Adidas with three bars or the trademark of Nike with the word "hook", it has become the direct cognitive symbol of sports brands. Therefore, in branding, the design of the logo must be compatible with the brand vision and core values in order to better shape the brand perception.

In addition, a trademark is a key medium for communicating brand value. An excellent trademark can not only enhance brand recognition, but also become an important communication channel of brand value. For example, LV's "LV" trademark always gives people a noble and luxurious feeling, which successfully conveys the brand's high-end positioning and luxury temperament. Therefore, in brand building, the design and communication of trademarks need to fully reflect the uniqueness and values of the brand, so as to give more connotation and emotional value to the brand.

To summarize, trademark plays an irreplaceable key role in brand building. It is not only the expression of corporate image, but also the key medium for brand recognition and value communication. Therefore, enterprises should pay full attention to the design and management of trademarks in the process of brand building, and organically combine trademarks with branding strategy, in order to create a famous brand with global influence.