2. Brief Introduction to Trademark

Trademark is the symbol of goods and results from the development of commodity economy. It is a featured mark used by manufacturers or business operators to distinguish their products from other commodities. It strongly concentrates the distinctive features of the commodity. In international markets, trademarks are often regarded by people all over the world as simplified business names. With the further development of China’s opening, the economic activities of enterprises from all over the world in China are more and more increasing. It is obvious that legitimate goods have a trademark. Therefore, it is no doubt that translation of trademarks comes into being along with the exchange of commodities.

2.1 The Significance of Trademark

A trademark is used by the producer or operator of a commodity in the service provided by the producer or supplier of goods that are produced, manufactured, processed, chosen or distributed. It is a carrier of the commodity information and a tool for rivalry. It is also a intangible asset and very valuable. More famous the brand is, the stronger the competitiveness of its goods or services is.

2.2 The Function of Trademark

On one hand, it’s the labeling effect of the source of goods. Imagining you are watching a trademark, you can obviously get a lot of information about the goods and the enterprise in it . A trademark serves as identifying a commodity or service simply and directly, so someone figuratively refers to a trademark as the face of a commodity. With a trademark, you can distinguish the different sources of the same product and help safeguard and protect the legitimate rights and interests; On the other hand, trademark is also the guiding role of commodity purchase. A trademark could help identify brand purchase, safeguard the interests of the consumers. When consumers are choosing and buying goods, first there is the trademark logo. As a result, trademark is now playing a role as guiding and stimulating consumers.

Trademark is effective in advertising. Many famous brands have left a good first impression on their consumers through trademarks. If customers have a good impression on quality, price, durability and so on, they will promote the impression to other consumers so that the service is deeply rooted in the hearts of the people. Although the trademark seems intangible, it serves functionally well. In brief, trademarks are more economical, flexible and extensive than any other advertisement. When consumers are shopping for goods, it is important to remember the trademarks, and to identify the quality of the goods by the trademark, that is, the so-called purchase of the brand, which is the advertising effect of the trademark.

2.3 The Importance of Trademark

Trademark name should help to establish and maintain the brand image in consumers' mind. The brand name should be fresh and elegant, not falling into the convention, fully displaying the high taste of the commodity, thus shaping the high grade corporate image. Trademark names should also help differentiate products from similar products. When choosing a name, avoid using the same or similar names that have been used on similar products. If we do not pay attention to this, it will inevitably cause consumers to have a vague understanding of the brand, and the establishment of a bright corporate image is impossible to begin with.

The trademark name should conform to the public psychology, which can stimulate consumers' purchasing motivation and establish a foothold for the enterprise image. This is the most important issue for the brand. For example, the naming of feminine products should be beautiful and small, for male products should be vigorous and bold, for children's products should be lively and lovely, and for old things should be auspicious and stable. A good trademark name can attract people's attention, but also make people have good association. For example, spices are named after rose and fragrant with incense; and "underwear" should not be named after "rose" because rose is prickly. Putting on this kind of brand underwear will make a person produce a kind of the association that burrs back.