trademark definition and trademark evaluation

a trademark is a sign that distinguishes goods or services and is used on the same or similar kinds of goods; Trademarks must be distinctive, so as to play the function of identifying commodities. On this basis, trademarks derive three functions: indicating the source or source of commodities, urging commodity producers and operators to ensure the quality of commodities and advertising.

Trademark right evaluation refers to the process of evaluating the excess income that a company can obtain for trademark holders by analyzing trademark products in the market and quantifying the excess income through scientific methods.

The main factors that should be considered in evaluating the value of trademarks

(1) the historical income of trademark products;

(2) the future profit space and ability of trademark products;

(3) Trademark status: Trademark status must know its influence, market status, competition status, past performance, future plan and risk level in detail. Specifically, analyze the following seven influencing factors:

1) Leadership. That is, the ability to influence the industry market. If a trademark is the trademark of the leading product in its market, its value is higher than other ordinary values.

2) viability. That is, the stability of trademarks. Trademarks with a long history and high consumer trust are of higher value.

3) market power. Refers to the market economy of trademarks. Trademarks of food and drinks are more valuable than those of high-tech industries.

4) radiation force. Refers to the ability of a trademark to transcend geographical and cultural boundaries. Trademarks that conform to international practices and tastes are more valuable than those of a certain region or region.

5) trend force. Refers to the direction and influence of trademarks on the development direction of the industry. The long-term development trend of trademarks can well reflect their contact and synchronization with consumers.

6) support. Refers to the value of a trademark that can get investment and key support.

7) protection. Refers to the legitimate rights of trademark owners, that is, the ability to protect registered trademarks. The depth and breadth of legal protection of trademarks are very important in evaluating trademarks.

trademark evaluation procedure

(1) Understand the purpose and willingness of trademark evaluation and make full communication;

(2) Sign the Asset Appraisal Business Agreement. Clarify the purpose, scope, benchmark date and requirements of the entrusting party of trademark evaluation;

(3) defining trademark property rights and determining the ownership of property rights;

(4) On-site investigation to understand the legal, technical, industrial and other factors and development planning of trademark products;

(5) guide enterprises to fill in the evaluation data;

(6) market research, data retrieval, analysis of relevant market demand, technical indicators, economic indicators, industrial policies, industry information, etc.;

(7) expert argumentation, evaluation and estimation, and three-level audit;

(8) issue a draft of trademark evaluation report for comments, exchange opinions with the entrusting party and improve the report;

(9) issue a formal trademark evaluation report.

Beneficial effects that trademark evaluation can bring to entrepreneurs

(1) Find out the family background and maintain the integrity of enterprise assets.

(2) the need for asset trading.

(3) Encourage investors' confidence.

(4) Pledged loan

(5) Providing value basis for intangible assets infringement compensation.

(6) It will greatly promote the identification of provincial famous trademarks, famous brands and well-known trademarks.

(7) intangible assets evaluation is a means to expand and improve the influence of enterprises and show their development strength.

(8) Enhance enterprise cohesion, motivate employees and enhance brand cohesion.