Trademark evaluation is actually the abbreviation of trademark right value evaluation. Usually we pass the trademark evaluation and then make related transfers or prove the value of the assets held to investors. So what are the methods for trademark evaluation? Will it affect the assessed value? To answer this question, you need to understand the trademark evaluation method and then see if the value of your trademark is undervalued. Trademark evaluation method Introduction to trademark evaluation method 1. Replacement cost method of trademark evaluation method The cost method refers to first estimating the replacement cost of the evaluated trademark right, and then estimating various derogatory factors that already exist in the evaluated trademark right, and then It is deducted from the replacement cost to obtain the valuation method of the value of the assessed object. When using the replacement cost method for evaluation, attention should be paid to determining the evaluation value based on all expenses (including capital costs and reasonable profits) required to re-form or obtain the trademark right under current conditions. During the evaluation, attention should be paid to deducting the actual existing trademark rights. Functional depreciation and economic depreciation. Since there is no symmetrical relationship between the cost of trademark right formation and its income, the cost method alone cannot fully reflect the true value of trademark rights. 2. Market comparison method of trademark evaluation method The market method refers to an evaluation method that uses recent transaction prices of the same or similar assets in the market to evaluate the value of intellectual property through direct comparison or analogy analysis. The basic formula for evaluating the value of trademark rights using the market method is as follows: Assume that P represents the value of the trademark rights being evaluated; W represents the transaction price of similar trademark rights in the market; R represents the trademark fame multiple scoring coefficient for similar goods at the same price or similar price; K represents Difference adjustment factor. Then there is an evaluation value P = W R K. When using the market method to evaluate the exclusive right of a trademark, attention should be paid to whether the object being evaluated has the prerequisites suitable for the market evaluation method, and similar trademark rights transactions with a reasonable basis for comparison are determined as reference objects, and the market for similar trademark rights transactions is collected. information and past transaction information of the subject being evaluated. When comparable with similar trademark rights, the assessed value will be adjusted and determined based on macroeconomic, industry and ownership changes, taking into account differences in transaction conditions, time factors, transaction location and other factors that affect value. 3. Trademark evaluation method: present value of income method. The income method refers to an evaluation method that judges the value of the evaluated trademark right through the present value of its expected future income. Capitalization and discounting methods are generally used to estimate the asset value. The basic calculation formula of the income present value method is as follows: Let P be the present value of income, that is, the value of the evaluated trademark right; respectively represent the expected income in each year; respectively represent the discount rate in each year; where i=1, 2, n; n represents The period during which trademark rights can continue to benefit. When using the income present value method, attention should be paid to reasonably determining the excess profitability and expected income of the trademark right, and analyzing the expected changes related to it, the benefit period, the capital scale, supporting assets, cash flow, risk factors and monetary time related to the income. value. Pay attention to the calculation caliber of the income from the evaluated trademark right and the discount rate caliber. Do not miscalculate the income from other assets into the income of the assessed object. Full consideration must be given to laws and regulations, macroeconomic environment, technological progress, and industry development. The impact of factors such as changes, business management, product updates and substitutions on the income period, income amount and discount rate of intellectual property rights should be analyzed. When they are inconsistent with the actual situation, the reasons for the differences must be analyzed.