Methods of trademark valuation, methods of trademark valuation

The replacement cost assessment method of self-created trademarks includes: cost accounting method, that is, the estimation is based on the actual materials, man-hour consumption, current ** and cost standards of the trademark. The market adjustment method means that when a self-created trademark has a similar trademark in the market**, it can be determined according to the current cost of the reference object, or according to the general ratio of the market selling price, which is converted from the market sales price of the reference object to the full replacement price.

The methods for assessing the replacement cost of purchased trademarks include the market price analogy method and the price index adjustment method. The price index adjustment method refers to the adjustment of the original cost according to the price index. The valuation methods of trademark transfer (investment) include the mark-up method, the comparison method and the cost-plus method.

The markup method is based on the market capacity and affordability of the product, and a certain amount of monopoly profit is added to the normal sales profit of the product, and then the trademark transfer is determined according to the monopoly profit. The price comparison method means that if there is a substitute for the product manufactured by the evaluated trademark in the market, the price of the product must consider the competitive factors of the substitute product and consider the price comparison of the substitute product. The cost-plus method is calculated according to the cost amount of the trademark plus the profit when the above two methods are difficult to calculate.

Appraisal methods of commercial bids: 1. The present value of income method, also known as the income restoration method and the income capital method; 2. Replacement cost method; 3. The current market price method; 4. Liquidation method.

6. After the application is completed, the electronic version will be sent to the applicant. The paper version of the evaluation report is very convenient to send to your hand

Trademark evaluation refers to the process of evaluating the value of a trademark according to factors such as the registration status of the trademark, the status of the trademark right, market recognition, and commercial value. The commonly used trademark evaluation methods mainly include the following:

1.Market comparison method: according to the information of the transaction of similar trademarks**, **** and the sales of similar goods** that have been traded in the market, the market value of the crack wax is determined.

2.Income method: The value of a trademark is assessed according to the income it can bring, and the income can be calculated through various methods such as income from the right to use the trademark, income from licensing, and value-added income.

3.Cost method: The value of a trademark is assessed by comprehensively calculating the cost of the trademark according to the cost of applying for and registering the trademark, the cost of using and maintaining the trademark, and the benefits generated by the trademark.

4.Depreciation method: The value of a trademark is calculated based on its useful life and degree of depreciation.

5.Brand Influence Method: Evaluate the value of a trademark according to the brand influence it represents, including factors such as brand awareness, reputation, loyalty, and reputation.

In the actual trademark evaluation process, a variety of evaluation methods are generally used for comprehensive analysis to obtain more accurate evaluation results. Assessment-related questions can be answered like questions.

Replacement cost method The replacement cost method is a method of assessing the value of a trademark as a result of the investment required to redevelop a trademark of the same value under existing technical and market conditions. It needs to add up the relevant advertising, pre-sales and after-sales service added up to the relevant public welfare relief donations of the trademark right as the appraisal value of the trademark right. This method of assessing trademark rights is worth studying.

First of all, the expenses incurred by an enterprise when applying for trademark registration and the cost of advertising the trademark have generally been allocated to the cost of production and operation of the enterprise. Second, trademark right is an intangible property right, which is exclusive and exclusive, and unlike general property, the item can be owned by different people at the same time; According to the Trademark Law, the use of identical and similar trademarks on identical and similar goods or services is not permitted. Therefore, it does not make sense in theory to reinstate a trademark.

Present Value of Earnings Method The present value of earnings method is to use the expected income of a particular trademark during its validity period as the valuation value of trademark rights. According to the provisions of China's Trademark Law, a registered trademark is valid for 10 years, and it can be renewed upon expiration, and there is no limit on the number of renewals. That is, as long as the trademark right guesser abides by the law, he can have the trademark right forever.

The present value of earnings method is only assessed during the validity period of the registered trademark, which has certain limitations. It does not reflect the actual situation of continuous use and registration of the trademark. Market Comparison Method Market comparison method, that is, through market research, select one or several trademarks that are identical or similar to the assessed trademark as the comparison object, analyze the transaction ** and transaction conditions of the comparison object, conduct a comparative investigation, and estimate the method of evaluating the value of the trademark.

This method is difficult to operate in practice, because the transaction of a specific trademark right is not public, and the items and conditions of the agreement between the two parties are often not known to others: even if the information of some trademark rights transactions can be obtained, the comparability varies greatly. Because there are great differences in the scale, profit, product quality, management level, after-sales service and advertising of each enterprise, it is impossible to make a scientific and reasonable asset comparison and evaluation.

There are the following methods for the evaluation of trademark rights: 1. Replacement cost method, that is, under the existing technology and market conditions, the input required to redevelop a trademark of the same value is used as a method of assessing the value of trademark rights. 2. The present value of income method, that is, the expected income of a specific trademark during the validity period is used as the valuation value of the trademark right.

3. Market comparison method, that is, through market research, select one or several trademarks that are identical or similar to the assessed trademark as the comparison object, analyze the transaction ** and transaction conditions of the comparison object, conduct a comparative investigation, and estimate the method of evaluating the value of the trademark.

Article 8 of the Trademark Law stipulates that any sign that can distinguish the goods of a natural person, legal person or other organization from the goods of others, including words, graphics, letters, numbers, three-dimensional signs, color combinations and sounds, as well as a combination of the above elements, may be registered as a trademark.