1. Evaluation Principle: Authenticity Principle. Follow the principle of seeking truth from facts and respect science. Based on actual materials, solid facts, and a scientific attitude as a guideline, the evaluation results are obtained realistically. Scientific principles. Give full play to the professional expertise of appraisal professionals and express their professional judgments on the current status and value of various assets in accordance with the purpose of appraisal. Principle of fairness. Adhere to a fair and impartial stance, and independently issue evaluation reports without being affected by the intentions and interests of the client and relevant parties. Consistency principle. That is, the information provided by the registered trademark evaluation is consistent with the information required by the trademark business. Principle of objectivity. It means that there is sufficient basis for evaluating the facts, and the necessary assumptions are consistent with the facts and must not conflict with the facts or be falsified. The principle of rationality. The subjective activities in trademark evaluation must reflect the logic of the internal connections of things and conform to the objective needs of the trademark business. The principle of materiality. Registered trademark evaluation is required to have an impact on both price measurement and evaluation accuracy. 2. Evaluation method 1. Replacement cost method: Under the existing market conditions and technical conditions, the cost required to re-produce and develop a registered trademark of the same value is used as a method to value the registered trademark, that is, under the existing technology Under market conditions, the investment required to redevelop a trademark of the same value is used as a method to evaluate the value of trademark rights. It needs to add up the relevant advertising, pre-sales and after-sales service added value and relevant public welfare donations of the trademark owner as the evaluated value of the registered trademark. 2. Current market price method: Through market research, select one or several trademarks that are identical or similar to the registered trademark being evaluated as comparison objects, analyze the transaction prices and trading conditions of the comparison objects, make comparisons and adjustments, and estimate the value of the registered trademark under evaluation method. The main factors to consider when registering a trademark include: modifications to the trademark’s regionality, expansion potential, utilization potential, etc.; modifications to product awareness and relative profitability; modifications to trading time; modifications to individual transaction factors. 3. The income present value method: mainly focuses on the future income of the enterprise, that is, treating the registered trademark right as an asset that can obtain income, rather than simply considering the external value of the trademark itself. The replacement cost method requires many assumptions and the subjective judgments of various experts, and the evaluation is relatively subjective. The use of the current market price method to evaluate the value of registered trademarks requires a large trademark trading market, so there are practical difficulties in applying the replacement cost method and the current market price method to evaluate trademarks. Therefore, evaluating registered trademarks from the income perspective has become the most important way. The principles of trademark evaluation reflect that the evaluation of trademark value also needs to be based on. Standard value evaluation methods and procedures must be developed to conduct effective value evaluation. A trademark must take into account the dual value standards of external value and intrinsic value before it can be evaluated. The external needs to be distinctive and impressive, and the internal needs to have reputation. Intrinsic value is the main aspect of trademark evaluation.