There is no so-called fixed value in the calculation and statistics of a trademark evaluation value, which are all reference values and virtual values. The different purposes of trademark evaluation determine the application of different price standards. The purpose of trademark amortization is to apply the standard of capital replacement cost, and the replacement cost is different according to whether the trademark is self-created or outsourced. Self-created trademarks include all kinds of material consumption and labor costs, which are the manufacturing costs of trademarks. The replacement cost of trademark purchase includes purchase price and purchase cost, including trademark creation cost and circulation cost. The present value standard of income is applicable to the evaluation for the purpose of trademark investment and transfer. Value characteristics of trademark evaluation: 1. Reality evaluates assets according to the market, environment, trademark reputation and its expectation at this time; 2. Marketability means that the trademark evaluation is based on the simulated market and takes the trademark market and the main market as the reference system to re-describe the trademark price attribute; Check the validity of trademark evaluation results according to market standards; 3. Predictability refers to the potential of a trademark to illustrate reality in the future time and space, such as reflecting the actual price of a trademark with expected income; 4. Notarization and consultation notarization mean that trademark evaluation behavior is independent for the evaluation parties and serves the needs of trademark business, not for the needs of any conflicting trademark business parties. Consultation means that the trademark evaluation conclusion provides professional evaluation opinions for the asset business, and the opinions themselves are not enforceable. Reference reading: The brand value of Xoceco Electronics was once estimated as11200 million yuan.