1) First identify comparable royalty transaction cases for similar brands;

(2) Evaluate the strength of the evaluated brand relative to other similar or competitive trademarks or brands;< /p>

(3) Compare relevant information found in comparable transactions with the strength of the brand being evaluated, and the result is to screen out the brand’s specific licensing royalty rate or income attributable to the trademark;

(4) Determine the expansion and development potential of the brand and apply the licensing royalty rate to this development potential;

(5) Estimate the remaining life of the brand assets;

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(6) Determine an appropriate revenue that can be brought to the brand;

(7) Determine a discount rate that reflects the risks associated with purchasing or owning the asset.