Your options here are limited unless you are OK with fading the engraving significantly, or practically removing it. As others have noted, the first production may add some value to a few collectors, but many people are indifferent to it. Once a First Production gets used, sharpened, marked up, or the original box is badly damaged or lost, any premium in the collector's value is going to be a lot less. if the knife was sharpened, it's really not in collector condition. Much like cars, knife restorations are not worth nearly as much as originals and one often spends more money on repairing than they would selling as-is. The Benchmade 710 also isn't really a cosmetic knife; it's more of a user and a large bulk of people buying the 710 are purchasing it for a hard work knife with little or no concern for cosmetics or stamping.
Keeping the engraving as it's current state, and removing the marks to a satisfactory level is probably not possible for Benchmade or a DIY job. Any time you have brushed steel, you cannot just polish one small area because the brush lines themselves will look different on the polished vs non-polished areas if you are using an abrasive compound. While the pictures aren't great, you would probably need a more aggressive compound to remove these marks. A light compound can reduce some of the marking (think a Cape Cod cloth), but the effectiveness will be limited.
Prism Polish is pretty good with brushed surfaces and spot treatment. I generally use it on surfaces that I do not want to completely remove the finish. It's expensive, and not very aggressive, but it is the best polish I have used thus far for this purpose. Usage of this polish with a wooden cotton swab after you tape off the engraving with painter's tape may lessen the look. If it were me personally, that would be the option I would use knowing ahead that it will not make the finish perfect, but it will reduce the appearance of the cosmetic markings a reasonable amount.
You aren't going to be able to machine polish just that area only either. Machine polishing will quickly remove the marks, but also quickly diminish the visibility of the brush lines if you are only polishing one area, and abrasives will fade the engraving if rubbed in. If you do an outright refinishing or if you accidentally machine polish over the area of the engraving, the engraving is going to fade quickly and look terrible.
Another option is stonewashing the blade. This will fade the engraving some, but will most likely require a full reprofiling of the edge due to the damage caused by the process of stones making contact with the edge.
Benchmade can replace the blade, but they are not using ATS-34 steel, and unless something has changed, they do not re-engrave this type of marking (but call to be sure).
So honestly, I don't think it's worth the effort or money if the main purpose of repair is for the value, because I think you will spend a lot more money, time, and effort than you will get in return. If the option of using it is one which you started, I think that is the best choice. ATS-34 is a great steel and many people prefer it over some of the newer steels, so it would be a great user.
