Why enterprises registered trademarks enterprises registered trademark of the importance of a registered trademark of the premise to acquire the exclusive right, registered trademarks can be protected by law. Trademarks are the intangible assets of the enterprise, but also the basis for consumers to choose the product or service. Good business requires not only a good product and service, but also need a good trademark, whether the United States, Coca-Cola, Haier, even overnight lost all tangible assets, can also be quickly rebuilt, trademark formed huge intangible assets, the value of intangible assets of its trademark has far exceeded the value of the tangible assets. If you want to grow and develop in the increasingly fierce market competition in an invincible position, you must have your own brand! When an enterprise painstakingly built a few years or longer, a record of their own brand, recognized by the consumers, they discovered that their own use of the trademark is a registered trademark of another person, and trademark infringement may exist from the outset problems, or others register in the end, the Intangible Assets and brand dilution, resulting in unnecessary huge losses. 2, unregistered trademarks weaknesses) trademark use of the trademark does not enjoy the right to exclusive use of a trademark. 2) Once the trademark of others is the first to register the trademark of the first use to those who can no longer use the trademark. 3) unregistered trademarks may be used in the same or similar goods registered a trademark that is identical or similar to, thereby violations occur. 4) unregistered trademark can not form the industrial property, and thus can not become the user's intangible assets. 5) can not protect the legitimate rights and interests of consumers and producers, operators can not establish the trust of the consumers of the commodities. And thus greatly reduce the purchase rate, unable to expand market share or share, not to improve economic efficiency. 6) can not promote the mature consumer market norms, not to enhance the rational and legal concept of consumer spending