1. Definition and principles of trademark evaluation

1. Definition

Definition of trademark evaluation Trademark evaluation is based on specific purposes and follows fair and legal standards and procedures. The act of using appropriate methods to confirm, value and report trademarks to provide a measure of value for asset business. Trademark valuation is a type of intangible asset valuation.

2. Principles

①The principle of consistency. That is, the information provided by trademark evaluation is consistent with the information required by trademark business;

②Principle of objectivity. It means that there is sufficient basis for evaluating the facts, and the necessary assumptions are consistent with the facts and must not conflict with the facts or be falsified;

③Principle of rationality. Subjective activities in trademark evaluation must reflect the logic of the internal connections of things and conform to the objective needs of the trademark business;

④Principle of importance. Trademark evaluation is required to have an impact on both price measurement and evaluation accuracy.

2. Materials for trademark evaluation

1. Company profile: company development history, operating status and expected conditions. Business performance (especially in the past five years), popularity and reputation;

2. Overview of the company's production and operations: including the company's main product quality, output, process flow, products and company honors, and economic benefits;

3. Enterprise system, composition, management level, and cultural quality;

4. Trademark overview: Time of trademark registration, trademark registration location, registration number, protection content, and scope of use and type of trademark. Whether there are other trademarks (including names), the legal proceedings of the trademark, the popularity of the trademark, whether the trademark has participated in relevant international conventions and agreements (explanation in the attachment), etc. The culture and connotation of the trademark (Chinese characters, pinyin, graphics) and whether it has international registration;

5. Legal documents related to trademark registration, including registration certificate and business license;

6 , Enterprise legal person business license;

7. The company's balance sheet and profit and loss statement for the past five years;

8. The company's product quality, output, process flow, export history and prospects;

9. The customer’s fixed asset depreciation method, original value of fixed assets, net fixed asset value, fixed asset technical transformation plan, and estimated residual value of fixed assets;

10. Customer’s business strategy (Long term planning). Especially the long-term planning for the next five to ten years.