Setting Price for Trademark Rights: Basing on Black-Scholes Model
With the smaller difference in product and technology, the product is high homogeneous, more and more enterprises begin go realize that the important competitive role of brand in the market .If the enterprise has public recognized brand, its product has higher market portion and has big profits. As a part of brand, trademark rights have big influences on enterprises market competitive ability, many consumers buy things depending on the brand. Enterprise must promote brand strategy, and then consumers will recognize it, so as to bring competitive priority. This paper discusses mainly on the aspect of trademark rights, using option theory, combining Black-Scholes model to asset the price of trade mark rights. Providing information enterprise decider while buying trade mark rights and giving suggestions to accomplish the value of the trade mark rights better.
trademark rights brand option Black-Scholes model
ZHAO Wei GOU Xiaoju
School of Management, University of Science and Technology of China, Hefei Anhui, 230026
国际会议
大连
英文
1-3
2009-06-29（万方平台首次上网日期，不代表论文的发表时间）