Research On Evaluation Of Trademark Value

With the developing of our economic, the trademark rights value assessment have a huge influence on the company and the growing economy.The use of the value result objective that leads the trade of the trademark rights and the investment in capital trademark. Come down to the trademark rights value assessment, the two question is particularly important, one of the problem is the overall logical on the evaluation; the second is specific operation of trademark rights value assessment. which is also means the combination with the methods of the assessment and the practical operation. What assessment method to selection and how to use have a lot suggestions in the circles of trademark right, while in my country, evaluation method mainly fouced on the three methods, namely is the cost method, the market method and the income method, three ways are all used to value, and the income method has a better applicability and maneuverability in the assessment compare to the cost method and the income method, but the problem is that it is difficult to insure the parameter when we use the income method, mainly because the insure of the parameter rely on the appraiser’ subjective judgment, the objectivity of the value is too distortion.The article shows that we should pay attention to the evaluation theory, the assessment process and the problems we should noticed when we value. So the choose of the assessment method select the income method, and give some suggestions in the determination on the parameter. mainly including three aspects:one is making a standard in the remaining useful time of the trademark assets, the next is that the free cash flow alternative the net profit as income index under the income method, finally is the process to determine how many cash flow is the assets of trademarks brings among the intangible assets, which is the center of this paper too,By introducing the model of the AHP. then hierarchical and determine how many cash flow is the assets of trademarks brings among the intangible assets.Finally, the case analysis is verified by the Yunnan "DH" company, which draws on the improved method has a good applicability.