We should know that trademarks have intangible value. They can accumulate value in the operation of a company, and then add it to the company's brand, developing it into a well-known brand. However, people in the market have different opinions on the specific aspects of the value played by trademarks.

Based on the financial basis, we believe that the trademark value refers to the net value, financial status or other relevant parts of the trademark; based on the consumer basis, we believe that the trademark value is the association between consumer perception and the trademark; based on the trademark Competitive environment, it is believed that the value of a trademark depends on its relationship with other trademarks. It is these different levels of cognition that create the mysterious and inaccessible existence of trademarks.

So, as mentioned above, trademark value refers to the concentrated financial expression of a trademark after establishing a relationship with the trademark through consumer perception of quality; trademark value is the relationship between the demand subject and the value of the trademark. Provides a representation of the relationship between objects; the value of a trademark as an object relies on its ability to meet the needs of the demand subject and its evaluation.

The basic premise of trademark value evaluation is that in addition to the functional value of products, a trademark also has the special value of the trademark itself. This special value can enable a trademark to generate premium prices, generate consumer loyalty, generate high market share and market coverage, and generate high profits.

Trademark assets are the current value of future earnings reflected by the trademark, an added value higher than the price of ordinary competitors, and the net value of the trademark image; in addition, trademark assets are also a reliable signal of trademark product positioning. It is consumers’ knowledge about trademarks, including the memory association of trademark names with product categories, product evaluations and associates (information or clues about the product).

Trademark assets are formed based on the trademark name through the synergy of marketing activities and consumer product purchase and use experience; the value of trademark assets is mainly reflected in the sales promotion of products and the trademark extend. Trademark assets provide customers with a special promise that they can own, trust, and be relevant. Trademark assets play an important role in consumers' trademark awareness, consumption decision-making tendencies, trademark loyalty, and trademark extension.

There is an important correlation between trademark equity and trademark value, but each is different. Trademark value reflects its core elements through the degree of relationship between a trademark and consumers, the degree of consumers' perception of the trademark, the degree to which the trademark as an object satisfies consumers, and the ability of the trademark as an object to satisfy consumers. Trademark value The formation and evaluation of trademark assets play a decisive role in the composition and nature of trademark assets.