50 million! ! ! Although I know that trademarks are valuable, I am still shocked to hear this. Is the classic Teddy trademark really worth so much money?
Classic Teddy is a well-known IP brand, which has a high popularity and reputation in the fields of children's wear, food and other consumer goods, and has made great achievements in licensing business and product production and promotion business.
We should know that the transfer or sale price of a trademark is uneven, and there is no fixed boundary to judge its value. So how do you generally judge the value of a trademark?
1, commodity reputation is the first to determine the value of a trademark.
Initially, the role of trademarks was to indicate the source of goods and distinguish different producers. In the environment of market competition, trademarks represent the quality of goods and show the credibility of goods. From the point of view of consumers, we want to choose manufacturers by identifying trademarks. From the interests of trademark users, we want consumers to buy their own products by identifying trademarks. There are many factors that affect the value of trademarks, and different factors have different influences, but the reputation of goods is the first.
"Sanlu" trademark has won many honors such as well-known trademark, inspection-free product and China famous brand. In its heyday, Sanlu Group was appraised by a domestic institution to be worth more than 654.38+0 billion yuan. Sanlu brand infant milk powder melamine incident, "Sanlu" brand suffered a fatal blow. In the end, few people asked for the price, and the overall transaction of the "Sanlu" brand and related protected trademarks was only 7.3 million yuan. The gap before and after can be described as a world of difference.
2. The business operation affects the trademark value.
The reputation of a commodity comes from the enterprise that produces it, so it is the comprehensive strength of the enterprise that directly affects and ultimately determines the trademark value. For example, Tongrentang, which has experienced 320 years of historical changes, has always been adhering to the business ethics of "sincerity-oriented", with real materials and fine production. Consumers trust Tong Ren Tang, and enterprises survive and develop in the process of accumulating trust. Another example is: a cosmetics company, because the heavy metals in its products exceed the standard, the brand that it has worked hard to build for ten years is destroyed.
Therefore, the value of a trademark needs careful maintenance to go further and further, and the quality of related goods or services must also be strictly controlled. Only in this way can we give full play to the maximum value of trademarks and help enterprises. A manager of the Coca-Cola Company in the United States said that even if his factory was reduced to ashes overnight, he could immediately rebuild the factory with the reputation of the "Coca-Cola" trademark from the bank. Visible, for enterprises with famous brand logo, logo is a kind of support and guarantee for their own development, and it is a huge intangible asset. It can quickly convey the product or service information to the corresponding consumers at the right time, and foreign business circles have regarded it as the most economical, direct and effective means of promotion.