By the way, how many people don’t know Nike’s classic “checkmark” logo and the classic “justdoit” phrase? As a world-famous sports brand, Nike’s market value has exceeded 60 billion US dollars. However, do you believe it if I tell you that the Nike trademark was originally worth only $35?
In 1971, Phil Knigt, the founder of Nike, met Carolyn Davidson on campus and asked her to design some logos and promised to sell them for $2/ Pay hourly rate. Carolyn later claimed that she spent at least 17.5 hours designing the Nike logo, which meant a design fee of $35. In 1984, Nike began to achieve glory. The company's elders recognized the importance of its logo, so they held a party for Carolyn and presented her with a gold Nike logo and 500 shares of the company (approximately $640,000).
The encounter between the founder of Nike and the designer of the Nike logo is a legend, and Nike’s subsequent development also proves that this is a "happy" story. However, the fact that this beautiful story can be passed down is inseparable from the growing value of Nike's trademark. Just imagine, if it were an unknown small business, would this story still be spread and widely known?
Trademark value refers to the value of a trademark as an asset in the investment or business process, that is, a trademark The amount of capital contained in an asset. The value of a trademark is not an honorary or subjective value, but a capital value. As one of the intangible assets of an enterprise, trademark rights are an important part of enterprise asset management. Trademark value can also enhance investor confidence, increase bargaining chips in economic negotiations, expand corporate influence and enhance corporate brand cohesion. Of course, trademark value is affected by many factors.
First of all, the quality of goods and services affects the value of trademarks. Ultimately, a trademark is a sign used by a business entity on its goods or services to distinguish its goods or services from those provided by other business entities. A trademark is just a sign, and its value depends on the quality of goods and services. Consumers simplify their impressions of a company to their trademarks, and consumers' perceptions have an important impact on a company's market share. The appreciation of the Nike trademark from the initial $35 to tens of billions today is also determined by its quality, market share and consumer reputation.
Secondly, the popularity of a trademark affects the value of the trademark. The more famous a trademark is, the easier it is to be chosen by consumers and the more likely it is to gain a higher market share. Moreover, the higher the value of a trademark, the easier it is to be recognized by consumers and the more widely it can spread its popularity. It can be said that trademark popularity and its value complement each other, and the two are positively correlated. However, the popularity of a trademark is not only determined by its value. Marketing, advertising, operator decision-making and other factors can affect the popularity of a trademark.
Thirdly, the external image of a trademark can also affect its value. The constituent elements of a trademark include words, graphics, letters, numbers, three-dimensional logos, color combinations and sounds, etc. Whether these elements are registered individually or used in combination, their image will become a common perception among consumers. A trademark with clear positioning, distinctive image and arousing excitement in the hearts of consumers can promote the realization of commodity transactions more smoothly. At this point, you may understand why Nike veterans want to give the designer of the Nike trademark 500 shares of the company. Nike's popularity is inseparable from the deep rootedness of its logo in people's hearts. Simple, clear and beautiful logos always have the power to impress people.
Finally, the most important factor in determining the value of a trademark is the strength of the company. It is common for companies to not forget to show off their strength when promoting their products. This is not only to expand the company's popularity, but also to enhance consumer confidence. Which one is more trustworthy, the sports shoes produced by Nike or the sports shoes produced by an unknown small factory? Naturally, they are products of large companies! Trademark value is positively related to corporate strength. However, there are many factors that affect corporate strength, and the trademark value is only It's just one of them. Trademark value