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

MAP20071501025

Valuing trademarks the devil in the details / by Phillip A. Beutel

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

En: View point. - New York : Marsh & McLennan Companies. - Vol. XXIX, nº 1, 2000 ; p. 12-19

1. Gerencia de riesgos . 2. Marcas . 3. Propiedad industrial . 4. Riesgos intangibles . 5. Coste del riesgo . 6. Valoración de riesgos . 7. Control de riesgos . I. The Marsh & McLennan Companies . II. Título.