Valuing a trade mark is a difficult task. One can, however, use the help of a specialized firm, which will consider various criteria in order to determine the value of your trade mark. For example, the trade mark of a company that filed for bankruptcy may turn out to be worth more than its other assets. The main factor taken into account while valuing a trade mark is its recognizability among consumers and how ‘watertight’ its legal protection is. If the trade mark evokes positive feelings among consumers, is widely known, duly registered and used in trade, its value may be quite substantial.