A practical and useful resource for valuing trademarks The Second Edition of Trademark Valuation is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks.
A new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative Second Edition.
- Considers methods to determine the real value of your trademark and exploit its full potential
- Offers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations
- Communicates complex legal and financial concepts, terms, principles, and practices in plain English
- Discusses GATT, NAFTA, emerging markets, and other international trademark considerations
Preface xi
Acknowledgments xiii
Chapter 1 The Nature of a Trademark 1
Trademark Defined 2
The Legal Underpinnings of Trademarks 17
Trademarks, Brands, and the Products and Services They Represent 20
Summary 29
Chapter 2 Valuation Basics 31
The Business Enterprise 31
Valuation Principles 46
Property and Rights to Property 50
Premise of Value 51
Valuation Methods 57
Summary 59
Chapter 3 Using Financial Information 61
Financial Reporting 62
Financial Statements and Value: Disaggregatingl#.
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