Because the value of enterprise trademarks is different in different periods of development, the internal and external factors affecting the trademark value are also different, so the evaluation of trademark value should be determined from both internal and external factors.

(I) Evaluation of trademark value in the initial stage of an enterprise

In this period, the technical content, quality and after-sales service of its products are not mature and have not been recognized by the market. Therefore, the trademark value can be determined according to the cost of trademark acquisition, the industry prospect of the enterprise, the popularity of enterprise leaders, the technical content of enterprise products and other factors, and the replacement cost method and future income method can be adopted to determine the trademark value.

(II) Evaluation of trademark value in the period of enterprise development

During this period, enterprises are in the development stage. With the continuous development of technology, products are constantly improved in terms of scientific and technological content, technology and packaging, and after-sales service is also constantly improved, which gradually wins the trust of customers, and the market share is rapidly expanded by means of advertising and publicity. At this time, the value of corporate trademarks is also increasing exponentially. Therefore, at this stage, we should adopt expert evaluation method and future income method to evaluate the value of the trademark according to the annual profit of the enterprise.

(III) Evaluation of trademark value in the mature period of enterprises

During this period, the development scale and market share of enterprises have reached saturation, the technical content, quality, types and styles of products have reached an ideal state, products have achieved a considerable position in the eyes of customers, and the trademark value of products has reached the maximum. Therefore, the trademark value of mature enterprises can be evaluated by expert consultation method, market comparison method and annuity method.

(IV) Evaluation of trademark value in the period of enterprise recession

During this period, the competition of the same type of products in the market is fierce, the development of new technologies, the constant emergence of substitutes, the change of people's consumption concept, and the research and development of internal technology of enterprises can't keep up with the development of the situation, and the comprehensive quality of products can't meet the expectations of customers, which leads to the decline of enterprises. At this time, the trademark value of enterprises is also dropping significantly. Therefore, the trademark value of enterprises in recession can be evaluated by expert consultation or other suitable qualitative and quantitative analysis methods. Trademark value