Trademark Value Evaluation Based on Language Operator - Fuzzy Real Option Simulation Pricing Model

摘要

This study applies language operators, trapezoidal fuzzy number, and real option to construct the trademark value evaluation model. Because of the uncertainty of future revenue and investment of the trademark utilization, compared with the traditional method, the Parameter estimation will complies with the reality better by using language operator. Meanwhile, uncertainty also means trademark process contains a number of options in the future. Therefore, this paper construct the fuzzy real option brand value evaluation model which Consistent with the actual situation more, and contain the Opportunity value. And an example is used to illustrate this method.