The value significance of a brand as an intangible asset lies not only in the cost of sedimentation in the process of brand formation and development, but also in the value it can bring to relevant entities. The brand economy is the post-industrial era and the corresponding modern agricultural era. As a scarce and high-quality resource, the brand integrates various economic, social, and cultural elements, and promotes the development of a high-market, high-quality, and high-value economy. This economic form aims at meeting the increasing material and spiritual needs of mankind and occupying a leading position in industrial civilization. From the perspective of intellectual property rights, brands are collectively embodied as trademarks. Trademarks are an integral part of a brand and the starting point and foundation for an enterprise to build a brand. The achievements of brand legal protection are inseparable from the progress of China's intellectual property protection. Therefore, when talking about brand protection, we should first interpret and study from the perspective of intellectual property protection. <<