Research On The Improvement Of The Excess Income Method And Its Application In The Evaluation Of Trademark Rights

In the new economy,competition between companies is evolving from price competition to non-price competition.Amongst this non-price competition,intangible assets are becoming more and more important as they are the main asset of many companies,bringing economic benefits to the company and driving its future development,of which trademark rights are of paramount importance.Some of China’s trademarks are often acquired by foreign investors and companies are accused of trademark infringement,so failure to accurately assess the value of trademark rights can easily result in losses for companies.Although valuation agencies in China have gradually started to involve in the valuation of trademark rights and theoretical studies on trademark rights have gradually increased,the standardisation of the valuation process and the richness of valuation theories have lagged behind the valuation of tangible assets.Market method,cost method,income method,and derivative methods of these three basic methods are widely used in the actual evaluation of trademark rights.In the process of writing this article,considering various influencing factors,we choose to improve the excess income method and apply it to the evaluation of trademark rights.Starting from the basic concepts of the definition and value structure of trademark rights,this article analyzes and compares traditional methods for evaluating the value of trademark rights in theory and application,and summarizes the advantages and disadvantages of three traditional evaluation methods: market method,cost method,and income method.Then it is pointed out that the income method is still the mainstream method for evaluating the value of trademark rights,and the excess income method can better reflect the essence of trademark rights.Therefore,the excess income method was chosen as the basic method for evaluating the value of commercial trademark rights in the article.However,there are differences in the matching degree of the direct application of the excess return method in the evaluation of trademark rights,so it is necessary to improve the selection of its parameters.Instead of the direct estimation method,the combination of the difference method and the sharing rate method is used to predict the excess return of trademark rights,mathematical statistics methods such as gray model prediction and fuzzy analytic hierarchy process are mainly used to make the prediction results more scientific and accurate;At the same time,the improved Discount rate is a dynamic Discount rate,which is more accurate than the static Discount rate to a certain extent.Finally,the improved excess income method was applied to the evaluation of the "Kangshifu" series trademark rights,and the evaluation results were compared and analyzed with the traditional excess income method to verify its scientific and practical applicability.It was ultimately concluded that the improved excess return method yielded more accurate valuation results compared to the traditional return method and that the improvements were better applied in this method,and recommendations were made on the current status and problems in the valuation of trademark rights in China.