2。1。2 Functions of Trademarks

The basic function of a trademark is to distinguish the different providers of products or services。 When we see "KFC", we know it's not "McDonald's"。

A trademark with a higher artistic level could provide a sense of beauty。 After people get a sense of enjoyment from it, they may have a crush on the products or services and thus become the loyal customers of the brand。 So, most of the time, a trademark is the fruit of many people's hard work and inspiration, which contains a unique aesthetic function。 Some trademark also has the Mental Suggestion Function。 Those trademarks imply the consumers the characteristics of the products。 Take Nike for example: Nike is the goddess of victory in Greek myth。 The company implies the consumers that if you wear the shoes of Nike, you can be the winner。 According to the functions of trademarks, we can easily come to a conclusion that: a good trademark translation from English to Chinese should contain all these functions above。来*自~优|尔^论:文+网www.youerw.com +QQ752018766*

2。1。3 The Commercial Value of Trademarks

In today's society, market competition has become more and more intense。 As a result, trademarks play increasingly important roles in this competition since they not only serve to distinguish goods or services from different providers, but also represent the reputations and the images of different enterprises。 It represents the culture and image of an enterprise and gives information of a certain product or service to the customers, which also serves to prompt the products to sell well

Besides, a well-known trademark is actually a large amount of intangible wealth for a company。 Take Co ca Cola for instance, the brand value of it in 2015 is 56 billion dollars which ranked No。4 in Forbes 2015 Global Brand Value in all categories and has been No。1 in Food and beverage industry for 5 years。 Therefore, it’s easy to tell that a trademark contains very large power and is really important。