Valuing trademarks the devil in the details

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<title>Valuing trademarks</title>
<subTitle>the devil in the details</subTitle>
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<namePart>Beutel, Phillip A.</namePart>
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<namePart>The Marsh & McLennan Companies</namePart>
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<abstract>What are brands worth? Brand value derives from, among other  things, your product's attributes, presentation, trademark, and consumer perceptions. Each component of brand value is associated with certain risks. For  example, you may face the risk of costly tax litigation if you completed transactions in which your trademarks were improperly valued. Effective risk management requires that you value these potentially important assets and, in the process, identify, measure, and manage threats to you company's earnings. Fortunately, there are economically sound principles for valuing trademarks, which, if followed, will minimize this tax risk</abstract>
<note type="statement of responsibility">by Phillip A. Beutel</note>
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<topic>Gerencia de riesgos</topic>
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<topic>Marcas</topic>
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<topic>Propiedad industrial</topic>
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<topic>Riesgos intangibles</topic>
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<subject authority="lcshac" xmlns:xlink="http://www.w3.org/1999/xlink" xlink:href="MAPA20080575281">
<topic>Coste del riesgo</topic>
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<topic>Valoración de riesgos</topic>
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<publisher>New York : Marsh & McLennan Companies</publisher>
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<text>Vol. XXIX, nº 1, 2000 ; p. 12-19</text>
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