Research On Enterprise Trademark Value Evaluation Based On Fuzzy Real Options

A trademark is a mark to distinguish one operator's brand or service from other operators' brands or services. A trademark will assure its trademark registrant' possession of the use of merchandises and services, or the right to permit others to acquire this right. In such ways trademark registrants can be protected. As a company significant intangible asset, trademarks should be in rational value assessment, so that will not only benefit for the company's optimal combination and reasonable allocation of its assets, but also help to build modern enterprises system. Evaluating the value of trademarks is conducive to the corporate long-term development, investment in capital, protection of their lawful rights and interests, and application for pledged loan.At this stage, the brand value evaluation is often the single model, quantitative analysis occupy the most, the lack of combination of quantitative analysis and qualitative analysis; in addition, when we in the brand value evaluation, all kinds of uncertainty. Considering the shortcomings of these methods, introduced real option analysis method to assess the value of trademark, the real option method considering to the trademark with the option characteristics; it can seize the opportunity value, to handle the uncertainty and flexibility to create value.The general structure is as follows: in the research background, the significance and purpose is to draw out the research meaning and purpose. Next introduces the trademark and its basic theory, and then summarizes the literature review of intellectual property assessment and evaluation of trademark and the related theory, the real option theory of B-S and the binary tree in two ways respectively and language operators and fuzzy overview, construct two fuzzy real option model. According to a concrete example, the trademark is evaluated and compared by using the two models. Finally, summary and outlook is finished.