Research On Trademark Right Valuation Method Based On Two-part Model

With the further deepening of globalization, Chinese economy is in a period of speed shift,structural adjustment, transformation and upgrading China is going to be a Manufacturing Power in 2025 from a big manufacturing country. Competition among enterprises don’t only focus on prices,but on trademark. Any organization who owns the world famous trademark will own more market shares,also the ability to gain more extra profits, then it will remain its success in competitive world.There are so many cases of merge and infringements in trademark, though our country already put some weight on trademarks these days. The research on valuation of trademark is not enough,and it’s neglected that the institution in our country is quite different. As a result, we can’t a reasonable assessment results which will cause a lot of losses. In the evaluation of trademark value, there two key points which are the logicality and feasibility of methods. Based on these two points,the author have read a lot papers to study on the methods of valuation of trademark rights. After the analysis of factors of the trademark, the value of trademark is divided into two parts: one is returns of past efforts which is called Financial value,another is expansions of future business based on current conditions which is called Comprehensive market value. The do the applicability analysis on all the valuation methods of trademark and introductions of AHP methods, Interbrand evaluation model,the author create two-part model. In the end the author use a case study to check the reliability of the results and the feasibility of the model.