1. Characteristics of trademark value evaluation: ①Reality (current income method): evaluate assets based on the market, environment, trademark reputation and expectations at this point in time; ②Marketability: refers to the trademark The evaluation is based on the simulated market, with the trademark market and principal market as the reference system, and re-describes the price attributes of the trademark; the validity of the trademark evaluation results is tested according to market standards ③ Predictability (future income method): refers to the trademark The potential in future time and space can be used to explain the reality, such as using expected income to reflect the actual price of the trademark; ④ Notarization: Notarization means that the trademark evaluation behavior is independent of the parties involved in the evaluation, and it serves the needs of the trademark business rather than serving the needs of the trademark business. The needs of any party involved in conflicting trademark business ⑤ Consultation: Consultation means that the conclusion of the trademark evaluation is to provide professional evaluation opinions for the asset business, and this opinion itself has no enforceable effect. 2. Factors affecting trademark value ① Value itself: The owner of the trademark has invested and spent money on the trademark, so the trademark has value since it is registered; ② Market value: The more popular the goods using the trademark are in the market, The value of its trademark will be higher. This is also related to the quality and publicity of the goods; ③ Category factors: my country's light industry is relatively developed, so among the 45 categories of trademarks, only some categories are popular categories, and their application is more difficult and their value will be higher. High; ④ Term factor: Generally speaking, the exclusive right of each trademark is 10 years, and the 10 years will expire. If you continue to own the trademark through renewal, if the trademark use period is longer, the price will be higher; ⑤ Process factor: This Professional review is required. If the trademark is reviewed multiple times during the registration process, it means that the stability of the trademark is poor.