商标价值的由来与评估黄晖（国家工商局商标司）商标作为一种区别商品出处的标志虽然出现很早，但其数量急剧增加则只是近一百年的事。这主要是因为生产者与消费者的交易距离日益扩大，消费者选购商品时直接得到建议的机会越来越少，从而不得不求助于商标来引导消费。经验... The Origin and Evaluation of the Value of a Trademark Although the trademark of Huang Hui (the Trademark Department of the State Administration for Industry and Commerce), as a sign of distinguishing the origin of goods, appeared early, the dramatic increase in the number of trademarks was only a matter of nearly one hundred years. This is mainly because the trading distance between producers and consumers is increasingly expanding, and consumers have fewer and fewer opportunities for direct advice when they purchase goods, and have to resort to trademarks to guide consumption. experience...