Discuss Some Issues Of Brand Value Evaluation

Trademark Rights belong to both intellectual property rights and an intangible asset.Trademark valuation and tangible assets appraisal are for different purposes. Trademarkvaluation issues applicable to studied from different aspects, such as intellectualproperty law, economic law and judicial practice research. This paper aims to probe intothe issues of evaluation of trademark value on trademark management according to therelated stipulations of current law, which involved mainly in the value of trademark.In our country, evaluation of trademark value become a very important problem ofthe trademark law research and trademark management starting from1990s. Review inrecent years the development of the market economy, with the merger andreorganization between enterprises become a new developing trend, trademarks value isgradually being recognized，and trademark transaction in commercial activities began toimprove. While the trademark has become an important enterprise property rights, thetrademark valuation problem become more prominent and important.Evaluation of trademark value from the trademark asset value dimension definesthe actual effect of trademark, and is the effective method to confirm the value oftrademarks. The scientific and reasonable value assessment is a very important way tohelps enterprises engaged in trademark transaction related economic activities to avoidthe loss of intangible assets. Evaluation of trademark value for national assetsmanagement is also of great significance. In the future economic development, theimportance of trademark value will be further attention, for assignment and licensing ofregistered trademarks will be a new commercial development. This can not only boundto promote the trademark value of the sustained and rapid growth, but also promote tothe attention of trademarks and strengthen trademark strategic asset management.Trademark management will be more specialized.This paper has been outspreaded from different aspects to research evaluation oftrademark. The evaluation of trademark value the basic issues involved in analysis andelaborate. A detailed description of the trademark value generated by the key factors andput forward the relevant basis. Through the legal system and international trademarkvalue characteristics, influence factors and comparing the status, further exploration ofdifferent factors on trademark value assessment of the effects of differences, in order tofurther understand the trademark right and trademark application value to assess theassociation between, and according to the trademark value evaluation information fortrademark rights correctly for evaluation of trademark decision-making providereference. This paper from the legal and practical perspective, put forward the problemof trademark value, suggested that enterprises should be the value chain management ofthe height and angle of the trademark strategy management, and makes a brief analysisand discussion which is a important exploration of this paper.