A trademark is an intangible asset of an enterprise. The value of a trademark as an asset in the investment or business process is the amount of capital contained in the trademark asset. It refers to its capital value, not its honorary or subjective value. Common value judgments are usually determined by the awareness and recognition of the trademark, and are evaluated based on the estimated value that the trademark can bring to the enterprise. Junsheng brand management. To put it more simply, the value of a trademark depends on the popularity of the trademark and the number of categories in which it is actually used.