In other words, how many people don't know Nike's classic? Tick? The logo and the classic sentence? justdoit? And? As a world-famous sports brand, Nike's market value has exceeded $6 billion. However, I want to tell you that the Nike trademark was only worth $35 at first. Do you believe it?

in p>1971, PhilKnigt, the founder of Nike, met CarolynDavidson on campus, asked her to design some signs and promised to pay her $2/hour. Carolyn later claimed that she spent at least 17.5 hours designing the Nike logo, which means that there was a design fee of $35. In 1984, Nike began to prosper. The company's elders realized the importance of its logo, so they held a party for Carolyn and presented her with a gold Nike logo and 5 shares of the company (about 64, US dollars).

The encounter between the founder of Nike and the designer of Nike logo is legendary, and the subsequent development of Nike also proves that this is a? Happy? The story. However, this beautiful story can be handed down with the increasing trademark value of Nike. Just imagine, if it is a small company with no name, will this story spread and be widely known?

trademark value refers to the value of a trademark as an asset in the process of investment or operation, that is, the amount of capital contained in trademark assets. Trademark value is not an honorary or subjective value, but a capital value. As one of the intangible assets of enterprises, trademark right is an important link in enterprise asset management. Trademark value can also strengthen the confidence of investors, increase the bargaining chip for economic negotiations, and also expand the influence of enterprises and enhance the cohesion of enterprise brands. Of course, the value of a trademark is influenced by many factors.

first of all, the quality of goods and services affects the value of trademarks. In the final analysis, a trademark is a symbol used by a business entity to distinguish its goods or services from those provided by other business entities. Trademark is just a sign, and its value depends on the quality of goods and services. Consumers simplify their impressions of enterprises to their trademarks, and their cognition has an important influence on the market share of enterprises. Nike trademark can be from the original? 35 dollars? The appreciation of today's tens of billions is also determined by its quality, market share and consumer reputation.

secondly, the popularity of a trademark affects its value. The more well-known the trademark, the easier it is for consumers to choose and the higher the market share. Moreover, the higher the value of a trademark, the easier it is for consumers to recognize it, and the more widely it can spread its popularity. It can be said that brand awareness and its value complement each other, and they are positively correlated. However, the popularity of a trademark is not only determined by its value, but also influenced by many factors such as marketing, advertising, operator's decision-making.

Thirdly, the external image of a trademark can also affect its value. The elements of a trademark include words, graphics, letters, numbers, three-dimensional signs, color combinations and sounds, etc. Whether these elements are registered separately or used in combination, their image will become a cognition of consumers. A trademark with clear positioning and vivid image can arouse the buzz of consumers, which can promote the realization of commodity trading more smoothly. Having said that, you may understand why the Nike veterans sent 5 shares of the company to the designer of the Nike trademark. Nike's popularity is inseparable from the popularity of its logo, and the simple and beautiful logo always has the power to impress people.

finally, the most important factor that determines the value of a trademark is the strength of the enterprise. Common enterprises don't forget to show their strength when promoting their products, which is not only the need to expand their visibility, but also to enhance consumer confidence. Which is more trustworthy, the sports shoes produced by Nike or those produced by an unknown small factory? Nature is the product of big enterprises! There is a positive correlation between trademark value and enterprise strength, but there are many factors that affect enterprise strength, and trademark value is only one of them. Trademark value