Trademark Valuation 2e
| AUTHOR | Richey; Richey; Richey et al. |
| PUBLISHER | Wiley (11/25/2013) |
| PRODUCT TYPE | Hardcover (Hardcover) |
Trademark Valuation A Tool for Brand Management SECOND EDITION
Trademarks are among the most intangible of assets, yet they can have enormous value for an enterprise. From Apple's iconic logo to Kellogg's Tony the Tiger to McDonald's golden arches, these combinations of words, symbols, and colors embody the principles and personalities of the companies and institutions they represent. These trademarks can become potent cultural icons that build a sense of belonging in the minds of consumers. But how, exactly, do you determine the dollar value of your trademark? How do you calculate the value your trademark brings to your company? And what are the advantages and disadvantages of licensing or even selling your trademark?
This updated Second Edition of Trademark Valuation provides answers to these and all your other questions about how to value your trademark and develop strategies for exploiting its full potential. Gordon Smith, an experienced consultant on intellectual property issues, and Susan Richey, a law professor specializing in IP, dispel common myths and misconceptions about trademarks and provide down-to-earth, practical guidance. Translating complex legal and financial concepts into plain English, the authors explore all of the key legal and financial concepts, terms, principles, and practices, guiding you through the entire valuation process. Most important, they also show you how to develop surefire strategies for maximizing the return on investment your trademark delivers.
Trademark Valuation is a must-read for valuation experts, trademark specialists, and licensing executives, as well as the accountants and attorneys who work with them. It is also a valuable reference for advertising executives, business appraisers, and institutional investors.
Trademark Valuation A Tool for Brand Management SECOND EDITION
Trademarks are among the most intangible of assets, yet they can have enormous value for an enterprise. From Apple's iconic logo to Kellogg's Tony the Tiger to McDonald's golden arches, these combinations of words, symbols, and colors embody the principles and personalities of the companies and institutions they represent. These trademarks can become potent cultural icons that build a sense of belonging in the minds of consumers. But how, exactly, do you determine the dollar value of your trademark? How do you calculate the value your trademark brings to your company? And what are the advantages and disadvantages of licensing or even selling your trademark?
This updated Second Edition of Trademark Valuation provides answers to these and all your other questions about how to value your trademark and develop strategies for exploiting its full potential. Gordon Smith, an experienced consultant on intellectual property issues, and Susan Richey, a law professor specializing in IP, dispel common myths and misconceptions about trademarks and provide down-to-earth, practical guidance. Translating complex legal and financial concepts into plain English, the authors explore all of the key legal and financial concepts, terms, principles, and practices, guiding you through the entire valuation process. Most important, they also show you how to develop surefire strategies for maximizing the return on investment your trademark delivers.
Trademark Valuation is a must-read for valuation experts, trademark specialists, and licensing executives, as well as the accountants and attorneys who work with them. It is also a valuable reference for advertising executives, business appraisers, and institutional investors.
Trademarks are among the most intangible of assets, yet they can have enormous value for an enterprise. From Apple's iconic logo to Kellogg's Tony the Tiger to McDonald's golden arches, these combinations of words, symbols, and colors embody the principles and personalities of the companies and institutions they represent. These trademarks can become potent cultural icons that build a sense of belonging in the minds of consumers. But how, exactly, do you determine the dollar value of your trademark? How do you calculate the value your trademark brings to your company? And what are the advantages and disadvantages of licensing or even selling your trademark?
This updated Second Edition of Trademark Valuation provides answers to these and all your other questions about how to value your trademark and develop strategies for exploiting its full potential. Gordon Smith, an experienced consultant on intellectual property issues, and Susan Richey, a law professor specializing in IP, dispel common myths and misconceptions about trademarks and provide down-to-earth, practical guidance. Translating complex legal and financial concepts into plain English, the authors explore all of the key legal and financial concepts, terms, principles, and practices, guiding you through the entire valuation process. Most important, they also show you how to develop surefire strategies for maximizing the return on investment your trademark delivers.
Trademark Valuation is a must-read for valuation experts, trademark specialists, and licensing executives, as well as the accountants and attorneys who work with them. It is also a valuable reference for advertising executives, business appraisers, and institutional investors.