1. What is the commercial value evaluation? The process of measuring the use value and economic value of a registered trademark at a specific time, following the principles of objectivity, fairness, openness and fairness, using scientific methods, following legal procedures, taking into account various factors affecting the change of trademark value, and quantifying the value of a registered trademark. 2. Commercial value evaluation procedure 1. Clarify the evaluation object and scope 2. Identify the evaluation contract 3. Guide the enterprise to check and fill in the assets, collect the preparation materials 4. Check and verify the materials on site 5. Prepare the evaluation report 6. Check and evaluate the report inside the evaluation institution 7. The evaluation institution will send the official trademark value evaluation report, expert appraisal certificate and license plate to the evaluated enterprise 3. The value of the trademark 1. The artistic value of the registered trademark design. 2. Whether the trademark has been approved for registration. 3, the use of trademarks. What is the market share and development trend of products and services approved for trademark use? 4. The subsidiary rights of registered trademarks. Whether the trademark has been licensed to others and whether it has been pledged. 5. The term of rights of the registered trademark. How long will it take for the trademark to be renewed and whether it can be renewed? Whether the trademark has expired or not, after the expiration of the dispute period, the trademark that has been approved for registration shall not be disputed, except that it has been registered in bad faith, and the trademark that has expired is of higher value. External value: the distinctiveness and external impression of the registered trademark, and the internal value: the reputation of the products and services designated by the registered trademark. The main object and value-added point of trademark value evaluation lies in the intrinsic value of trademark. IV. Consideration of trademark evaluation factors 1. Value orientation. Invest in all kinds of data and advertising. 2. Annual sales. Net profit. 3, the trademark life. 4, the annual sales of analog trademarks. 5. Average rate of return in the same industry. Take the benchmark rate of return of the industry according to the relevant information. 6. Determination of discount rate. According to the calculation of turnover and other data, the discount rate is 3%. Fifth, the principle of authenticity of the evaluation principle. Follow the principle of seeking truth from facts and respect science. Based on practical materials, conclusive facts and scientific attitude, the evaluation results are obtained from seeking truth from facts. Scientific principle. Give full play to the professional expertise of appraisal professionals, and express their professional judgments on the status quo and value of various assets according to the purpose of appraisal. The principle of fairness. Adhere to a fair and just position, and issue an evaluation report independently without being influenced by the intentions and interests of the client and related parties. The principle of consistency. That is, the information provided by the registered trademark evaluation is consistent with the information needed by the trademark business. Principle of objectivity. Refers to the fact 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 and be falsified. Principle of rationality. Subjective activities in trademark evaluation must reflect the logic of internal relations of things and meet the objective needs of trademark business. Principle of importance. The evaluation of registered trademarks is required to have an effect on both price measurement and evaluation accuracy. 6. Evaluation method 1. Replacement cost method: under the existing market conditions and technical conditions, the cost required to reproduce and develop a registered trademark of the same value is a method of evaluating the value of a registered trademark, that is, under the existing technical and market conditions, the investment required to re-develop a trademark of the same value is a method of evaluating the value of a trademark right. It needs to add up the relevant advertising publicity, added value of pre-sale and after-sales service and relevant public welfare relief donations of the trademark right subject as the evaluation value of registered trademarks. 2. Current market price method: through market research, select one or several trademarks that are the same as or similar to the registered trademarks being evaluated as comparison objects, analyze the transaction price and trading conditions of the comparison objects, make comparative adjustments, and estimate the method of evaluating the value of registered trademarks. The main considerations for registering a trademark are: the regionality, expansion potential and utilization potential of the trademark; Product awareness and relative profitability correction; Transaction time correction; Individual transaction factor correction. 3. Income present value method: mainly focuses on the future income of the enterprise, that is, treating the registered trademark right as an asset that can obtain income, rather than simply considering the external value of the trademark itself. The replacement cost method requires many assumptions and subjective judgments of various experts, and the evaluation is subjective. The current market price method needs a large trademark trading market to evaluate the value of registered trademarks, so there are practical difficulties in applying the replacement cost method and the current market price method to evaluate trademarks, so it is the most important way to evaluate registered trademarks from the income approach.