Trademark Valuation Theory And Methods Of Study

The trademark is an intangible asset, which is an important business intellectual capital. It is not only an important criterion for identifying corporate goods, but also an important tool for chasing high profits, improving competitiveness and dominating the market. With the advent of the knowledge-based economy, the trademark rights plays an increasingly prominent role, therefore many companies expand the visibility of corporate trademark at all costs, through advertising, marketing and many other ways to occupy the market for excess returns. At the same time, trademark gradually infiltrated into various aspects of economic activities, such as trademark rights auction, transfer, corporate merger, sale, joint venture, joint-stock reform, joint venture, cooperation. Therefore, trademark rights is an important prerequisite for participation in economic activities, assessment of the value of trademark rights has become a theoretical circles for the assessing community and the transaction participants in a wide range of concern.From both theory and method of evaluation research, the author makes a relevant literature review through the research both domestic and abroad, and then makes an important analysis of the trademark rights of evaluation theory in the determination of the value type, determines its role in the evaluation and its choice of methods to assess the impacts on the basis of actual operations, and effective practice. On the aspect of evaluation methods, the author analyses the features of the value of trademark rights and compares the three traditional evaluation methods, summarizes the most appropriate method of assessing China's trademark rights. At the same time for problems of evaluation method in the real world, the author tells the proposed resolution to correct calculation of the value of trademark rights, and through the case studies prove that these workarounds for operability.