From thousands of dollars to hundreds of millions of yuan, what determines the value of a trademark

Popularity directly determines the trademark transfer**. Now let's take an example: if you add a trademark to shoes of the same style and quality, do you say that Nike can make you more profitable or will you make more profit?

The answer is self-evident. And with the development of the economy, people seem to be more sensitive to brands. A well-known brand will certainly make the product valuable and will also bring more customer traffic to the merchant.

Therefore, it is common sense that the trademark transfer of the highest reputation is high.

The depth of the impression given by the name of the trademark also affects the transfer of the trademark**. A good brand name often brings twice the result with half the effort to the promotion of the product. We have always liked beautiful things, and if the name of the trademark is good, it will leave a deep impression on people, and it will naturally pay more attention to its products, or they will have a better impression of the goods.

Therefore, when buying a trademark, if the name is good, the trademark transfer may be much more expensive than the ordinary trademark.

When the Trademark Office approves the registered trademark, it also approves the goods or services that are restricted to the use of the trademark, and a registered trademark can correspond to up to ten goods or services. If the registered trademark transferred by the trademark is incomplete, and the trademark is a "residual mark" with a scope of use less than ten sub-items, the trademark purchase** will be relatively cheap. Therefore, the integrity of the trademark will also affect the trademark assignment**.

In addition, registering the same product category is also a determining factor. There are a wide variety of goods in the supermarket, and there will be many brands of the same category of goods for us to choose from, and this kind of commodity trademark will definitely not be too expensive. Rare goods are precious, and the less the trademark registration of similar goods, the rarer the more precious the item, so the trademark transfer will naturally go up.

Is the trademark "complete"?

If the trademark becomes a "residual mark" in the mouth of trademark practitioners, the value of the trademark will also be greatly reduced.

What is a "residual mark"?

The residual mark is also a successfully registered trademark and is protected by the Trademark Law. However, at the beginning of the application, in the selection of trademark classes, the scope of trademark application is less than ten options; or be partially rejected by the Trademark Office, resulting in a trademark use scope of less than ten options. It is obviously not cost-effective to buy residual marks, which greatly narrows the scope of application of trademarks for products produced in the future.

Trademarks registered in multiple classes are more valuable.

Trademarks are divided into 45 classes, many of which are related to each other and are called related classes. If a brand is trademarked in several relevant classes, it means that the brand has a promising future in this area, reduces the risk of "hindrance" of intellectual property rights, and will have a higher level of trademark than a single class.

Trademarks in popular classes are more valuable.

The "fate" of the same trademark transaction in Class 22 is very different from that in Class 25. The 22 categories are "ropes, nets, fiber raw materials" and other categories, which are not often mentioned in daily life; The 25 categories are "clothing, shoes, and hats", and their popularity far exceeds the former.

Generally speaking, Class 3 daily chemical products, Class 25 clothing, shoes and hats, Class 29 food, Class 30 convenience food, Class 33 alcohol, Class 43 catering and accommodation, and Class 35 advertising and sales trademarks are all "hot goods". In the transaction, there is naturally a situation where supply exceeds demand, and ** will also "trademark is scarce and expensive".

How popular and well-known is the trademark?

The young man in Zhengzhou spent more than 4,000 yuan to register the "Miyue" trademark, and then "The Legend of Miyue" was on the air, and a food company in Guangdong was willing to pay 1 million yuan to buy this trademark. That's right, this company just took a fancy to the popularity of the "Miyue" trademark. For enterprises and individuals who are aware of trademark layout, they can often see business opportunities from cultural assets such as historical celebrities and popular idioms.

For example, the trademark "late-night canteen" in the trademark circle has a high valuation.

Whether the trademark is used after registration.

After the trademark is used, the gold content can be increased, and the value is higher than that of the unused. The value of a trademark put into use is mainly reflected in the goodwill of the trademark, and there is no upper limit to this intangible value.

Its value is mainly reflected in pledge, capital contribution, financing and other aspects. For example, "Sanlu", before the outbreak of negative news, its value was close to 15 billion yuan! Later, due to the melamine incident, Sanlu Group also went bankrupt, and the "Sanlu" series of trademarks were auctioned for 7.3 million yuan in the form of overall packaging.

In addition, if there are national well-known trademarks, relevant application materials or recognition certificates of provincial famous trademarks; Trademark product award certificates, corporate honor certificates and other certificates full of gold content, under the effect of brand premium, the trademark transaction will be expensive.

The factors that affect the value of a trademark are actually very related to the key points of trademark registration. In order to make the trademark have a better value, enterprises should pay attention to these when registering trademarks.

Generally speaking, a trademark is an intangible asset of an enterprise, and after the completion of the approval and registration, the trademark is valuable, but the value generated by different trademarks will be different. The value of the trademark will affect the development of the enterprise, after all, the two complement each other. So what factors will increase or decrease the value of a trademark?

The first thing to say is the reputation of the goods, because the trademark itself is attached to the goods, the quality and quality of the goods will have a huge impact on the trademark, consumers will have a certain trust in good goods, and when they need to use it for the second time, they will also think of the better goods or services they bought before. Therefore, the trademark represents the quality of the goods and the reputation of the goods, and the two are related.

Secondly, the strength of the enterprise is also a factor that determines the value, the value of the trademark must be inseparable from the strength of the enterprise, after all, when the trademark has just been successfully registered in the early stage, the value of the royal coarse is also just starting, and the enterprise needs to enter the town bureau to publicize and promote. If the enterprise is strong, the publicity for the trademark will definitely be stronger, and the popularity of the trademark will expand quickly, so that the value of the trademark will increase.

The trademark itself also has an uncertain value, and the value of the trademark may be very low when you use the trademark at the beginning, but for some reason, the value of the trademark increases. This phenomenon is very common in the market, and the most obvious is that for the entertainment theme of TV dramas, the audience is relatively wide, so it is more obvious.

Therefore, in order to increase the value of a trademark, it must be used for a long time and accumulated, and it must be in place in terms of goods or services. Once consumers recognize the goods or services represented by the trademark, then the company can also hold on to the hearts of consumers and build brand loyalty. Hosiery companies should strive to obtain the recognition and trust of target customers, only in this way can the trademark increase its value.

To evaluate the value of a trademark, it is necessary to understand the process of the formation of a trademark as an intangible asset, and 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 this kind of trademark does not yet have any characteristics of assets.

2) Functional trademark stage: When the goods indicated by the trademark have obvious functional advantages, and then consumers begin to gradually accept the trademark because of its superior function, the trademark is called a functional trademark, and the functional trademark is the primary stage of trademark formation of trademark assets.

3) Personality trademark stage: When the trademark further develops its own more distinctive personality on the basis of superior quality and function, that is, to meet the subjective needs of consumers in a certain emotional, psychological and stylistic aspects, the development of the trademark has reached the stage of personalization. Under normal circumstances, personalized trademarks begin to have a group of loyal buyers, and at this time, the quality characteristics of the goods indicated by the trademark have been reduced to a secondary factor, and people's desire to buy is the personality of the trademark.

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. The development of trademarks to the stage of personalization indicates that trademark assets have reached a mature stage.