The most direct way is to conduct trademark evaluation. The value of a trademark is mainly determined from the following aspects. 1. Product reputation is the first factor that determines the value of a trademark. Initially, the function of a trademark was to indicate the origin of goods and to distinguish between different producers. In a competitive market environment, trademarks represent the quality of goods and demonstrate the reputation of goods. From a consumer's perspective, they want to choose a manufacturer by identifying the trademark. From the perspective of the interests of trademark users, it is to allow consumers to purchase their products by identifying the trademark. There are many factors that affect the value of a trademark, and different factors have different influences, but the reputation of the product comes first. 2. Enterprise operations affect the value of trademarks. The reputation of a product comes from the company that produces it, so what directly affects and ultimately determines the value of a trademark is the overall strength of the company. For example, "Tongrentang", which has experienced 320 years of historical changes, has always inherited the business ethics of "honesty first", selected genuine materials, and made with fine workmanship. Consumers trust "Tongrentang", and enterprises survive and develop in the process of accumulating trust. Another example: a cosmetics company, because the heavy metals in its products exceeded the standard, the brand that it had worked hard to create for ten years was destroyed. Therefore, the value of a trademark needs to be carefully maintained to go further and further. The quality of related goods or services must be strictly controlled. Only in this way can the maximum value of the trademark be used to help enterprises. The value of a trademark has no fixed value and is constantly changing with development. If more information is provided, a more thorough answer can be given.