The Study On The Evaluation Of Trademark Right Of Company Based On Real Option

With the coming of the knowledge economy era and the formation of theintellectual property rights trading market, the intellectual property transactions hasbecome increasingly frequent.Trademark as an important part of intellectualproperty, It’s transfer is not uncommon, the transfer and auction of trademark rightsis even more frequent in the process of joint capital, joint venture, merger,share-holding system restructuring.At the same time, the evaluation of trademark iseven more popular with the increasing transactions, so is’s important to choose areasonable evaluation method to do it.This article is prepare to study the evaluation of trademark right in two aspectsrespectively in theory and method. In theory, this paper analyzes the trademark rightand related theory, the components of the trademark value and it’s current assesssituation ect. In the reasurch method, we found out the main assessment methods inthe market are currently replacement cost approach, market approach and incomeapproach in the trademark evaluation, and the most common method we mainlyadopt in our courntry is income approach.These methods all have certaindisadvantages, that is, the model is too single to express the risk about thetrademark investment, and on matter the commodity production or the marketenvironment are botn uncertain and will sure to effect the trademark value.Based onthese shortages, this paper introduces the real option pricing model to evaluate thetrademark rights value. After the analysis of the option nature of trademark rights,the main influence factors of the trademark value and the advantage of the realoptions approach applied to the trademark value assessment, then according to theoptions character to confirm the sources of uncertainty of trademark value, with theaid of basic ideas and methods of analysis of real options to derive the assessmentmodel which is suitable for trademark value evaluation. And finally, we are about tomake an empirical analysis, to discuss the characteristics of the application of realoption pricing model in the trademark valuation.