Brand is a trademark, a symbol of goods and a brand protected by law. From the marketing point of view, trademarks are an important part of the whole product. That is to say, on the one hand, trademarks are important features of products and are protected by law. This requires enterprises to apply for registration after naming products, so as to legalize the sales of products and occupy a favorable market position; The product brand has a certain popularity. After the scale of the enterprise is expanded, in order to expand the market share and obtain greater benefits, the enterprise must carry out marketing activities in a broader target market. At this time, if the enterprise sells its own products in other countries or regions, it should also register the trademarks of the products in time to avoid the situation that the trademarks are registered and the sales market is lost. On the other hand, trademarks and products are inseparable.

Products have five characteristics, namely, quality, function, style, brand and packaging. As mentioned above, a registered trademark is a brand protected by law, so it is an intangible asset of an enterprise, with value and value-added functions. Especially the value of those well-known trademarks is considerable.

According to the evaluation of American Financial World magazine, the value of world-famous brands such as Coca-Cola and Marlboro is $35.99 billion and $33.045 billion respectively, both of which are more than twice their annual turnover.

The trademark values of Jianlibao, Tsingtao Brewery and Wahaha in China are 400 million yuan, 280 million yuan and 36 million yuan respectively. It can be seen that trademarks have incomparable advantages over other features of products. Trademark itself represents the quality and function of the product, which is a comprehensive embodiment of the product characteristics and has a protective effect on the product. Therefore, enterprises should systematically manage and optimize the five characteristics of products, especially the establishment and management of trademarks, just like the quality of products. This paper focuses on the role of trademarks in enterprise marketing, and puts forward my own humble opinion on the systematic management of trademarks.

Brand equity is an important asset of an enterprise, an effective means to save the cost of enterprise market activities, a source to enhance the premium of enterprise products and a magic weapon to gain market competitive advantage. Promoting the value of brand assets can promote the value overflow of brand reputation, promote the expansion of brand assets and establish effective barriers to prevent competitors from entering.

Consumers' brand awareness and loyalty are high, and the company can save a lot of marketing expenses.

Consumers are willing to buy the company's products, and the company is in a favorable position when the seller negotiates.

Because brand representatives can perceive high quality, companies can set higher prices for products than competitors.

Because the brand name represents a high reputation, the company can easily expand its brand.

Brand provides the company with a means to fight against fierce price competition.