content summary: 1. Therefore, the value of trademarks cannot be accurately estimated, and there is great uncertainty. From time to time, there are rumors of sky-high trademark transactions. 2. After reading the novel "legend of miyue", Wang Chao liked the word "Miyue" and wanted to open a pastry shop in this name, so he spent more than 4, yuan to successfully register the trademark "Miyue". 3. Chicken Liumei wants to explain to you the importance of "brand" to the company and franchisees. During this time, many customers consulted Chicken Liumei, saying, "As long as the marinade or technology of Boss Zhou's Chicken Liumei is not allowed to join?" Every time, Sister Liu can only say "sorry" regretfully! Chicken Liumei always emphasizes to customers that our boss, Chicken Liumei, is not selling materials and technology, but joining the brand. Why is the emphasis on brand joining? Sister Ji Liumei wants to explain to you the importance of "brand" to the company and franchisees. Brand is an identification sign, a spiritual symbol, a value concept and the core embodiment of excellent quality. The process of cultivating and creating brands is also a process of continuous innovation. Only with the power of innovation can we be invincible in the fierce competition, and then consolidate the original brand assets to participate in the competition at multiple levels, from multiple angles and in multiple fields. As we all know, the product itself is lifeless, only the product has no brand, or the enterprise with only OEM and no brand has no vitality and continuity. Brands can add value to goods and services and create goodwill through positive association. Brand is a visual sketch provided to shoppers, which can provide a competitive advantage for the company, simplify and accelerate the customer's purchase decision, and reassure consumers after purchase. For consumers, brand name is the first hint of product consistency and quality. The following example will tell you what a brand is! After explaining the importance of brand, let's talk to you about the important part of brand-trademark! How valuable are trademarks? Trademark has the same value as fascination, and its value is changing anytime and anywhere with its fame, operation and market demand. Therefore, the value of trademarks cannot be accurately estimated, and there is great uncertainty. From time to time, there are rumors of high-priced trademark transactions. Today, chicken Liumei will take stock of the sky-high trademarks in recent years with everyone. 1. On November 25th, 216, Guangdong Yinyibai Innovation Aluminum Co., Ltd. went bankrupt (215), Fo Fa Min Er Po Zi No.14, and 35 trademarks of its "Golden Hundred" and "Silver Hundred" series were sold on the judicial auction platform of Taobao.com of Foshan Intermediate People's Court at a price 9 times higher than the starting price. 2. Modern trademarks, worth 4 million yuan. In 1996, Zhang Pengfei of Hangzhou, Zhejiang registered "modern" trademarks in 45 categories at the same time. After the listing of Hyundai Motor in Beijing and South Korea in 22, it was found that the "Hyundai" trademark had already been registered. The chairman of Beijing Hyundai Motor Co., Ltd. turned to the door and personally visited Zhang Pengfei to discuss the matter. In the end, Zhang Pengfei transferred the "Hyundai" trademark of automobile, and at the same time obtained the exclusive distribution right of Hyundai in Zhejiang Province, with an estimated value of about 4 million yuan, and the operating 4S shop earned 4 million yuan that year. 3. Ipad trademark, worth $6 million. In 21, Proview Technology (Shenzhen) Co., Ltd. registered the Ipad trademark in China and other countries in the world to produce an Internet personal access device, but went bankrupt due to poor management. Eight years later, Ipad entered China, and trademark infringement disputes followed. After three court sessions, the case was finally decided that Apple lost the case. In June 212, the Guangdong Provincial High Court informed that Apple had paid $6 million to settle the Ipad trademark dispute in a package. Apple, a well-known company, was forced to buy four letters for $6 million in China because it didn't register the Ipad trademark first. 4. Hunan and Hubei serial trademarks, with a value of 13 million yuan, were registered at the end of June 27. Hunan and Hubei serial trademarks were once recognized as "well-known trademarks in China", which was a solid gold-lettered signboard. In 215, Zhongke Yunwang transferred the "Xiang Eqing" series of trademarks, and the trademark transfer price was as high as 13 million yuan. 5. "People's Commune" Trademark Million Auction More than 5 years ago, people's communes appeared like mushrooms after rain on the land of China, and then disappeared into the dust of history. The word "people's commune" is an extremely vague concept for many of us. On December 1, 216, the registered trademarks of "Jiangnan People's Commune" and "People's Commune" will be auctioned in Taobao, with the starting price as high as 2 million, attracting more than 2, people's attention. 6. The trademark of the New Third Board has been registered, with a price of 57 million yuan. The New Third Board refers to the national equity trading platform of unlisted companies, which is the third national securities trading place approved by the State Council and established according to the securities law after the Shanghai Stock Exchange and the Shenzhen Stock Exchange. However, the "New Third Board" trademark was registered first by a company named Qingdao Financing Enterprise Management Consulting Co., Ltd.. When asked how much it would cost to buy out, the person in charge of the enterprise indicated the price of 57 million. 7. After registering the trademark "Miyue" for more than 4, yuan, it will be worth millions 16 months. With the popularity of legend of miyue, it not only ignited Xiaoyue Liu Chutian, but also ignited a young man in Zhengzhou, Wang Chao. All this is due to the trademark "Miyue". After reading the novel "legend of miyue", Wang Chao liked the word "Miyue" and wanted to open a pastry shop in this name, so he spent more than 4, yuan to successfully register the trademark "Miyue".