To evaluate the value of a trademark, you must first understand the process of trademark asset formation as an intangible asset. Usually, the formation process of trademark assets can be divided into three stages:

( 1) Ordinary trademark stage: When the trademark is not noticed by consumers, it is just an ordinary trademark and does not have any asset characteristics.

(2) Functional trademark stage: When the goods marked by the trademark have obvious functional advantages, and consumers begin to gradually accept the trademark because of its superior functions, the trademark is called a functional trademark. Functional trademarks are the initial stage in which trademarks form trademark assets.

(3) Personalized trademark stage: When the trademark further develops its own more distinctive personality on the basis of superior quality and function, that is, when it meets certain emotional, psychological and stylistic subjective needs of consumers, The development of trademarks has reached the stage of personalization. Under normal circumstances, a personalized trademark begins to have a group of loyal buyers. At this time, the quality characteristics of the goods marked by the trademark have been reduced to a secondary factor, and people's desire to purchase is the trademark personality. At this time, since what consumers directly want to buy and own is mainly the personality of the trademark, the trademark has a relatively independent ability to create revenue. When a trademark develops into a personalized stage, it marks that the trademark assets have reached a mature stage.