Trademark value refers to the value of a trademark as an asset in the process of investment or operation, that is, the amount of capital contained in the trademark assets. Refers to its capital value rather than honor or subjective value. Then what is the value of the trademark?
No matter how much the trademark owner obtains, protects, maintains the right to exclusive use of the trademark and increases the cost of trademark awareness, as mentioned above, the value of the trademark may be zero. Then, what determines the value of a trademark?
Trademark value determining factor: trademark as intellectual property is valuable.
The value of a trademark is uncertain and varies. The same brand value varies. For example, in our country, the earliest "Haier" as a trademark registration, is a factory in Shucheng (the trademark has been effective), so that "Haier" to become China's well-known trademark is "Haier Group Company.". Different trademarks enjoy their high reputation in different consumer groups, and also have their own value. For example, Kweichow Moutai has called for wine, dinner, Ambassador reward guests, and ordinary people a cup of "Red Star" Erguotou is the Volkswagen brand. The same brand has different values in different states.
For example, Lenovo Group's "Lenovo" trademark from the establishment, development to the first place in the domestic computer industry in the process, "Lenovo" trademark value is constantly changing, different stages of the value varies. The same enterprise has many different trademarks, each of which has different values. In the market, there is no value for a trademark without a basic reputation. For example, the use of "* * bird" brand of food has a good market in the city, when it is in the bathroom making lantern picture after the media exposure, who would dare to buy "* * bird" brand food? Specific trademark value is one hundred thousand yuan, one billion yuan, or one billion and five hundred million yuan people are out of the assessment. How much is a brand worth, only the owner of the trademark knows best.
Trademark value determining factor: the reputation of a commodity determines the value of a trademark.
The original trademark function is the source of the goods, the difference between different producers; in the market competitive environment, said the trademark is the quality of the goods, the goods are showing commodity reputation; reputation is cumulative, the peak commodity reputation is a kind of culture. As a sign attached to the goods, trademarks are chosen from the consumer's point of view to choose the manufacturer through the identification of the trademark, and to buy the goods produced by the reputable manufacturer. As far as the interests of trademark users are concerned, consumers are expected to buy their own products by identifying trademarks. Although the use of trademarks increases the cost of goods, the use of trademarks can bring profits to the user. To be specific, when a commodity enters the circulation field from a manufacturing enterprise, the consumer buys a trademark which determines the profits of the enterprise producing the commodity.
Therefore, visionary entrepreneurs attach great importance to the reputation of their products among consumers. Especially the goods across borders through a foreign country, enterprise publicity trademark, is to let foreign consumers understand the commodity reputation, because the trademark showing goods reputation directly affects its products in the international market share, while the proportion of market share, decided how many enterprises profit. Whether in the domestic market or in the international market, only after the enterprise profits, can talk about the value of the trademark. There are many factors that affect the value of a trademark, and different factors and influences vary, but the reputation of a commodity is the first one.
The decisive factor of trademark value: the comprehensive strength of an enterprise determines the reputation of a commodity.
The reputation of goods comes from the enterprises that produce it, so it is the comprehensive strength of the enterprise that directly influences and decides the value of the trademark. The ultimate responsibility for the quality of the goods is the enterprise, and the enterprise is also the ultimate beneficiary of the value of the brand. Smart entrepreneurs in the consumer goods, trademarks, while never forgetting to introduce their own enterprises, publicity merchandise production process. Typical advertisements are good cows and good milk. In developing the international market, entrepreneurs always associate enterprises, commodities and trademarks, and recommend them to foreign consumers. The trademark in the modern enterprise management belongs to the category of business planning, but the enterprise production equipment, production technology, production management, quality control, production environment, production conditions, product design, development, composition, formulation, the source of raw materials, commodity circulation channels, customer service service, the quality of employees, the level of managers, target location decision-making, control ability of management, determines the quality of the goods and quality, so as to determine the goods in the consumer's reputation.
For some commodities, the location of an enterprise also affects the quality of its merchandise. Marked "Caoyuanxingfa" trademark green bird chicken, is from Inner Mongolia Caoyuanxingfa Co. production for farmers and herders stocking in chicks on the prairie, the company regularly after the acquisition and processing of the market, the production process determines the quality of chicken, high quality delicious green bird chicken sold in the market, "Caoyuanxingfa" trademark to win the trust of consumers at the same time, the enterprise is profit. Again, after 320 years in the history of the "Tongrentang", always inherit "sincerity oriented" business ethics, selection of real materials, fine workmanship, on the basis of inheriting the tradition, the modern pharmaceutical technology of the production of traditional Chinese medicine, embodies the connotation of Oriental civilization. Consumer confidence in the "Tongrentang" is to buy the "Tongrentang" safely when sick, and the "Tongrentang" is born in the process of accumulating trust