Trademark management in business operations

In the context of increasing reliance on intellectual property in commercial competition, trademarks have evolved from mere identifiers into strategic business assets. However, many enterprises have yet to establish effective trademark management mechanisms, leading to risks such as internal disputes, inefficient resource use, loss of rights, and limited commercial exploitation. This study analyzes the role of trademarks in business operations, key aspects of trademark management, and common risks in establishing and managing trademark rights. It also proposes recommendations to enhance trademark management effectiveness and promote a comprehensive approach integrating legal protection with business strategy and intellectual property governance.