Research On Evaluation Method Of Trademark Right Value

As an important part of intangible assets, trademark right can bring huge profitsand loyalty of the customers for the enterprise beyond imagination, sustainabledevelopment ability of the enterprise not only rest on the commercial profits, moreimportant is to establish image in the consumer groups. The trademark rights valueassessment is advantageous for the enterprise to reassess their own strength, optimizeresource allocation, and regulate intellectual property evaluation mechanism. Withfrequent fluctuation of the enterprise property rights and diversified development oftransaction form, how to reasonably evaluate the value of trademarks plays an importantrole in maintaining the legitimate rights and interests of both transactions againstinfringement.Through the domestic and foreign literatures research, we find that：theincome method has been used more in the assessment practice, but the income methoddoes not consider the potential value of trademark rights in the changing marketenvironment, often cause different assessment agencies generate difference results.This will hinder our value assessment process, therefore, we must explore a newevaluation method.Firstly, base on the deep analysis of the real options model, we combine with thereal option model to evaluate the characteristics of patent value and find that trademarkright has the option features. Secondly, we establish the modified model about B-Soption model and two fork tree model of trademark rights value evaluation, and verifythe feasibility of the model through examples. Thirdly, through the comparative analysisof traditional income method and real option model, it is concluded that real optionmodel to assess the trademark right value is more close to the real value of thetrademark right, the real option model opened up a new perspective for the developmentof the value appraisal theory.