In the trademark trading market, we can see thousands of trademarks for sale, and we have also heard of trademark "myths" worth tens of millions of yuan. As a trademark, why is the value gap so big?
1. Is the trademark a residual trademark?
The residual mark is also a registered trademark, which is protected by the trademark law. But at the beginning of the application, it chose the trademark category, and the scope of application of the trademark was less than ten options; Or the Trademark Office rejected part of the scope of application, resulting in less than ten options for the use of trademarks, so the residual label greatly narrowed the scope of application of trademarks for production products. If a trademark is called "residual trademark" by trademark practitioners, the value of the trademark will be greatly reduced.
2. Trademark category
Trademarks are divided into 45 categories, many of which are interrelated and called related categories.
First of all, the trademark category is very important for users, mainly to choose the trademark category suitable for their products/services. The more registered categories, the higher the value. If a brand has registered trademarks in several related categories, it means that the future development prospect of the brand in this field is considerable, which reduces the risk of "obstruction" of intellectual property rights and the price will be higher than that of a single category of trademarks.
Secondly, the mass brand will also enhance its own value. Generally speaking, the third category of daily necessities, the twenty-fifth category of clothing, shoes and hats, the twenty-ninth category of food, the thirtieth category of convenience food, the thirty-third category of alcohol, the forty-third category of catering and accommodation, and the thirty-fifth category of advertising and sales trademarks are all "hot commodities". In the transaction, there will naturally be a shortage of supply and the price will be "rare".
3. Measure the market value of trademarks
Trademarks are ultimately used in the market. Considering the name and popularity of a trademark, the more well-known and popular a trademark is, the higher its value is. Zhengzhou guy spent more than 4000 yuan to register the trademark "Mi Yue", and then "The Legend of Mi Yue" became popular. A food enterprise in Guangdong is willing to bid 6,543,800 yuan to buy the trademark. Yes, this company has taken a fancy to the popularity of the "Mi Yue" trademark.
In addition, whether the brand name matches the value culture of the enterprise is also very important. Enterprises can make a prediction on consumers' acceptance. The more popular a trademark can be accepted by the market, the higher its value.
4. The "hardware" condition of the trademark itself
1, trademark application time
If you buy unused trademarks, the later the application time, the better, because unused trademarks will be "revoked". If you don't use it for three consecutive years, you may be "revoked" by others, and the risk is higher.
If it is a trademark that has been put into use before, the earlier the application time, the better, because the earlier the application time, the longer the time to put into use, and the higher the popularity, which is beneficial to buyers.
2. The period of validity of the trademark
The validity period of a trademark is 10 year from the date of approval of registration. You need to renew the fee to continue using it, and you have to pay a certain fee in the process. Therefore, before buying a trademark, be sure to confirm whether the trademark has expired and how long it is valid. The value with a long validity period is naturally higher.
In addition, whether there are relevant application materials or certificates for national well-known trademarks and provincial well-known trademarks; Certificates with full gold content, such as the award-winning certificate of trademark products and the certificate of enterprise honor, will be very expensive for trademark transactions under the effect of brand premium.
In addition, according to a set of data: 15% of the trademark transaction price is below 30,000 yuan; 77% of the trademarks have a transaction price of 30,000-60,000; 4% of the trademark transaction price is 6-65438+ 10,000; 3% of the trademark transaction price is10-200,000; The transaction price of 1% trademark is more than 200,000 yuan.
It can be seen that many customers who buy trademarks expect the trademark price to be between 30,000 and 60,000. But what is the value of a trademark? In fact, it mainly depends on its promotion and operation in the future. For example, "Hi Tea" was originally purchased for 700,000 yuan. After years of operation and development, it is now worth over 100 million yuan.
In short, the first thing to buy a trademark is to choose a trademark name according to the company's business; Secondly, consider the price and other aspects. The price of a good trademark will not be low, but the development prospect is indeed broad.