No matter how much it costs the trademark owner to obtain, protect, and maintain exclusive rights to the trademark and how much it costs to increase the popularity of the trademark, as mentioned above, the value of the trademark may be zero. So, what determines the value of a trademark?

1. Trademarks are valuable as intellectual property rights.

The value of a trademark is uncertain and constantly changing. Identical trademarks have different values. For example, the first company to register "Haier" as a trademark in my country was a factory in Shucheng County (the trademark is still valid today). It was the Haier Group Company that made "Haier" a well-known trademark in China. Different trademarks enjoy their own reputation among different consumer groups and also have their own value. For example, Kweichow Moutai is known as the national wine and is used to entertain state guests and reward distinguished guests, while the "Red Star" Erguotou in ordinary people's cups is a popular brand. The same trademark has different values ??in different states. For example, in the process of the creation and development of the "Lenovo" trademark of Lenovo Group Company to ranking first in the domestic computer industry, the value of the "Lenovo" trademark is constantly changing, with different values ??at different stages. The same company owns multiple different trademarks, and their respective values ??vary. A trademark without basic credibility in the market has no value. For example, food with the trademark "XX Bird" once had good sales in a certain city. After the scene of him making Yuanxiao in the bathroom was exposed by the media, who would dare to buy food with the "XX Bird" brand? Specifically, Whether the value of a certain trademark is 100,000 yuan, one billion yuan, or 1.5 billion yuan, it is all assessed by people. Only the trademark owner knows how much a certain trademark is worth.

2. The reputation of the product determines the value of the trademark.

The original function of a trademark is to indicate the source of goods and to distinguish between different producers; in a competitive market environment, trademarks indicate the quality of goods and demonstrate the reputation of goods; the reputation of goods is The pinnacle of a product's reputation is a culture that continues to accumulate. Trademarks are signs attached to goods. From the perspective of consumers, they want to choose manufacturers by identifying the trademarks and purchase goods produced by manufacturers that are reputable in their minds. From the perspective of the interests of trademark users, it is to allow consumers to purchase their products by identifying the trademark. Although the use of trademarks increases the cost of goods, the use of trademarks can bring profits to users. Specifically, when the goods enter the circulation field from the production company, which brand of goods consumers buy will determine the profits of the company that produces the goods. Therefore, far-sighted entrepreneurs attach great importance to the reputation of their products among consumers. Especially when goods cross national borders and travel to foreign countries, the purpose of corporate trademark promotion is to let foreign consumers know the reputation of the goods. This is because the reputation of the goods indicated by the trademark directly affects the share of its products in the international market, and its share The proportion of market share determines how much profit a company makes. Whether in the domestic market or the international market, the value of a trademark can only be discussed after the company makes a profit. 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.

3. The comprehensive strength of an enterprise determines the reputation of its products.

The reputation of a product comes from the company that produces it, so it is the comprehensive strength of the company that directly affects and ultimately determines the value of a trademark. Enterprises are ultimately responsible for product quality, and they are also the ultimate beneficiary of trademark value. While promoting products and trademarks to consumers, smart entrepreneurs never forget to introduce their own companies and promote the production process of the products. A typical advertisement is that good cows produce good milk. When exploring international markets, entrepreneurs always link companies, products, and trademarks to promote them to foreign consumers. Trademarks belong to the category of corporate planning in modern corporate management, but the company's production equipment, production technology, production management, quality control level, production environment, production conditions, product design and development capabilities, product ingredients, formulas, and sources of raw materials, The circulation channels of goods, after-sales service, the quality of corporate employees, the level of managers, the goal positioning of decision-makers, and the control capabilities of management determine the quality and grade of goods, and thus determine the reputation of goods among consumers. For some products, the geographical location of the company also affects the quality of its products.

Green bird chickens marked with the trademark "Grassland Xingfa" are produced by Inner Mongolia Grassland Xingfa Co., Ltd. and provided to farmers and herdsmen for raising on the grasslands. The company regularly purchases and processes them before putting them on the market. The production process determines the quality of the chickens. The high-quality, delicious green bird chicken sells well in the market. While the "Grassland Xingfa" trademark wins the trust of consumers, the company also gains profits. Another example is that "Tongrentang", which has experienced 320 years of historical changes, has always inherited the business ethics of "honesty first", selected real materials, made them with precision, and used modern pharmaceutical technology to produce traditional Chinese medicine on the basis of inheriting the tradition. , embodying the connotation of Eastern civilization everywhere. Consumers' trust in "Tong Ren Tang" means they can buy Tong Ren Tang's medicines with confidence when they are sick. "Tong Ren Tang" survives and develops in the process of accumulating trust.