至今，「品牌」一詞並未有統一的定義，而其與「商標」間的差異亦屬多方說法。本文意在演繹「品牌」和「商標」的差異。與二者有關的概念會被分析與討論。據此，進一步提出「品牌」的定義。最後，商標保護的議題將會觸及，而歐洲法院的見解也會討論。

Nowadays there is no universally accepted definition of brands and the differentiation from trade marks. This article is aimed to reveal the differences between brands and trademarks. In this regard, the concept of brand and the concept of trademark will be discussed. The definition of brand will be offered respectively. Finally the protection of brand will be discussed in the light of trade mark law and the cases from European Court of Justice (hereinafter ECJ).