1. Historical income status of trademark products;

2. Future profitability of trademark products;

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

(1) leader. 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 the trademark. Trademarks with a long history and high consumer trust are more valuable.

(3) Market forces. Refers to the trademark in the market economy. The trademark of food and beverage is more valuable than the trademark of high-tech industry.

(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 trademark legal protection are very important in evaluating trademarks.

When evaluating trademarks, we should fully sort out, analyze and calculate the qualitative and quantitative data of enterprises, and conduct a comprehensive investigation of enterprises.