1. Definition of Trademark Valuation Trademark valuation is the act of confirming, valuing and reporting trademarks based on specific purposes, following fair and legal standards and procedures, using appropriate methods, and providing a value measure for asset businesses. Trademark valuation is a type of intangible asset valuation. 2. Principles to be followed in trademark evaluation: 1. The principle of consistency. That is, the information provided by trademark evaluation is consistent with the information required by trademark business; 2. Principle of objectivity. It means that there is sufficient basis for evaluating the facts, and the necessary assumptions are consistent with the facts and must not conflict with the facts or be falsified; 3. The principle of rationality. The subjective activities in trademark evaluation must reflect the logic of the internal connections of things and conform to the objective needs of the trademark business; 4. Principle of importance. Trademark evaluation is required to have an impact on both price measurement and evaluation accuracy. 3. Trademark Evaluation Criteria Different purposes of trademark evaluation determine the application of different price standards. For the purpose of trademark amortization, the capital replacement cost standard applies. The replacement cost is different depending on whether the trademark is self-created or outsourced. Self-created trademarks include various material consumption and labor costs in self-creation, which are the manufacturing costs of the trademark. The replacement cost of an outsourced trademark includes the purchase price and acquisition costs, including the creation costs and circulation costs of the trademark. For the purpose of trademark investment and transfer, the present value of income standard shall be applied. 4. Trademark Evaluation Methods The methods for evaluating the replacement cost of self-created trademarks include: Cost accounting method, which is to estimate based on the actual materials, work-hour consumption, current prices and expense standards of the trademark. The market adjustment method means that when a self-created trademark is sold in the market with similar trademarks, it can be determined based on the current cost of the reference object, or based on the general ratio of market sales price, which is determined by converting the market sales price of the reference object into the full replacement price. Methods for evaluating the replacement cost of outsourced trademarks include the market price analogy method and the price index adjustment method. The price index adjustment method refers to adjusting the original cost according to the price index. The evaluation methods for trademark transfer (investment) include mark-up method, price comparison method and cost-plus method. The markup method is based on the product market capacity and affordability, adding a certain monopoly profit to the normal sales profit of the product, and then determining the trademark transfer price based on the monopoly profit. The price comparison method is that if there are substitutes for the product manufactured by the evaluated trademark on the market, the price of the product must take into account the competitive factors of the substitute products and the price comparison of the substitute products. The cost plus method can be calculated based on the cost of the trademark plus profit when the above two methods are difficult to calculate. 5. Trademark evaluation procedures 1. Clarify the evaluation object and scope; 2. Appraisal and evaluation contract; 3. Guide the enterprise to inventory and report assets, and collect and prepare information; 4. On-site inspection and verification, verify the information; 5. Prepare evaluation report; 6. The evaluation agency will internally review the inspection and evaluation report; 7. The evaluation agency will send the official trademark value evaluation report, expert appraisal certificate, and license plate to the enterprise being evaluated. 6. Trademark evaluation should be carried out 1. When transferring a trademark; 2. When using trademark rights as an investment; 3. When a company is sold or divided; 4. When a company enters into a joint venture; 5. When a company is audited for bankruptcy; 6. Other calculations required by law Trademark value. Above we have given the meaning of trademark evaluation, principles to be followed in trademark evaluation, trademark evaluation standards, trademark evaluation methods, trademark evaluation procedures and six situations in which trademarks should be evaluated. Through the introduction, everyone should pay more attention to the value of trademarks, accumulate trademark value through continuous maintenance in practice, protect their own intellectual property rights, and at the same time enhance the value of the enterprise.