1. The value of the trademark itself. The value of a trademark is uncertain and is constantly changing as the market changes. The most basic value of a trademark is determined by the quality of goods and services conferred by the trademark. For example, a trademark with high value must have good reputation and service. On the contrary, if the product has poor reputation and service, the value of the trademark will naturally decrease. For example, the e-commerce platform JD.com's logistics and distribution services are very professional in the industry. Naturally, the value of JD.com's trademarks has also increased with these reputations and service values.

2. Trademark and brand awareness. The brand awareness of a trademark is determined by the large-scale brand promotion carried out by the enterprise. The greater the market penetration and the higher the brand awareness, the greater the value of the trademark. However, this popularity is based on a good reputation. Once a company has a bad reputation, it will not only reduce the value of the trademark, but also leave unpredictable hidden dangers to the company. Only by increasing visibility based on good goodwill can the value of a trademark be increased.

3. Trademark name and logo design. The name of a trademark is very important. Trademarks can be divided into text trademarks and graphic trademarks. A good trademark is a trademark that is easy for consumers to remember. Therefore, a good trademark is extremely valuable. It can not only save the company's marketing costs, but also help the company double the sales of its goods. A good trademark generally has several features.

First: easy to understand. It means that consumers can think of your product as soon as they hear the brand name or see the graphic trademark. Your trademark can be the first thing that pops up in other people’s minds.

Second: short and easy to remember. A trademark name that can be remembered by others will definitely be short and concise. For example, trademarks such as "Apple", "IPAD" and "Jiaduobao" have strong recognition and dissemination.

Third: The trademark conforms to the product positioning. The choice and design of the brand name should be in line with the characteristics of the product and industry, such as "Rejoice" shampoo, which reflects the elegance. A well-designed trademark can achieve twice the result with half the effort in publicity.