Model of trademarks commercialization based on their functions in the business cycle of the company

The article discusses aspects of the formation and development of ideas about the process of commercialization of trademarks. it is shown that at the present stage of development, the process of commercialization of trademarks is a controlled process linked to the process of brand development, which makes it possible to maximize the value of the brand on the one hand, and on the other hand to increase the value of the trademark. The purpose of the article is to develop a trademark commercialization model that considers, on the one hand, the main aspects of trademark transformation when involving it in economic turnover, and on the other hand explains the trajectory of its commercialization based on the principle of the most effective use. The stages of commercialization are considered, and a model of the trademark commercialization process is presented, which includes three main stages, initial, main and final, and the main stage is cyclical and can be repeated several times. A brief description and content of each of the stages of commercialization is presented. It is shown that at each stage the company feels the need to evaluate trademarks, which is necessary to increase the value of the brand and increase the value of the trademark, and therefore the company.