Centro de Documentacion de Fundación MAPFRE - Valuing trademarks the devil in the details

Notes: 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 riskRelated records: En: View point. - New York : Marsh & McLennan Companies. - Vol. XXIX, nº 1, 2000 ; p. 12-19Materia / lugar / evento: Gerencia de riesgos Marcas Propiedad industrial Riesgos intangibles Coste del riesgo Valoración de riesgos Control de riesgos Otros autores: The Marsh & McLennan Companies
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