Study On Trademark Value Assessment Method

China implements market economy for nearly two decades, joins the WTO for10years, during this time, the speed of Chinese economic development has been in theforefront of the world, but at the same time is also exposed to the fierce competition offoreign enterprises. Nowadays, competition is more about intangible assets than tangibleassets, trademark competition is one of important. If a company has a world-famoustrademark, it can significantly enhance its international competitiveness.However, trademark merged by foreign companies, accused of trademarkinfringement and other events, is frequently happen in our country, if we can not properlyassess the trademark value in these cases, it will cause unnecessary losses. Based on this, Iread a lot of literature, compare and analyze the methods used to assess trademark value,aims to explain the practical operability of the various methods, and then selectcomprehensive evaluation method as the assessment methods of this thesis. The trademarkvalue is divided into two blocks, namely inside and outside the enterprise, the internalvalue refers to the financial income brought by trademark, and the external value refers tothe value produced by the impact of trademark on consumers and the market. This methodis chosen for three reasons, first, the essence of the trademark value is that it can bringmore sales, and the method is based on sales. Second, the current assessment methodsfocus on quantify, and the qualitative analysis is inadequate, this method combines the twoand overcomes the defect. Third, this method combines financial, market and consumers toassess trademark value. Finally, uses Wong Lo Kat as the starting point, focuses on theformation process of the trademark value, uses qualitative methods to analyze the factorsthat affecting trademark value, and combines fuzzy comprehensive evaluation method,analytic hierarchy process method, etc to quantify, thus draws the value of Wong Lo Kat.