trademark evaluation should follow the following principles: consistency principle. That is, the information provided by trademark evaluation is consistent with the information needed by trademark business; (1) the principle of objectivity. Refers to the fact 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 and be falsified; (2) the principle of rationality. Subjective activities in trademark evaluation must reflect the logic of internal relations of things and meet the objective needs of trademark business; (3) the principle of materiality. Trademark evaluation is required to have an effect on both price measurement and evaluation accuracy. Catalogue for the collection of trademark value evaluation data: 1. Basic information of enterprises 1. Business license, tax registration certificate and production license of industrial and commercial enterprises as legal persons; 2, enterprise profile, legal representative profile, organization chart, equity structure chart; 3, national well-known trademarks, provincial famous trademarks related application materials or certificates; 4, the news media, consumers' feedback on the quality of trademark products, after-sales service and other related reports and evaluations; 5, technical product research and development, scientific and technological achievements appraisal report or technical product specifications and other technical appraisal data; 6. Distribution of enterprise sales network; 7, enterprise product quality standards, enterprise annual work summary; 8. Award-winning certificate of trademark products, enterprise honor certificate and legal representative honor certificate; Second, property rights information 1. Trademark registration certificate and related legal documents for change registration; 2, trademark design and interpretation; 3. Relevant approvals or economic contracts and other legal documents related to trademark property rights; Iii. Financial data 1. Financial annual statements and financial annual analysis reports of the enterprise in recent years (including the evaluation base date); 2, the enterprise's main products production and operation statistics; 3, enterprise trademark investment statistics (including advertising, participation and other expenses); 3, enterprise future trademark product planning, additional investment plan; 4, enterprise future trademark product income forecast (table C) and forecast instructions; Iv. other information 1. a list of basic information about registered trademarks (see attached table); 2. Commitment letter for trademark renewal; 3. Legal basis of enterprise commitment letter: Trademark Law of the People's Republic of China Article 2 The Trademark Office of the State Council Administration for Industry and Commerce is in charge of trademark registration and management throughout the country. Article 3 Trademarks approved and registered by the Trademark Office are registered trademarks, including commodity trademarks, service trademarks, collective trademarks and certification trademarks; Trademark registrants enjoy the exclusive right to use trademarks and are protected by law.