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Brands are perhaps the most recognizable of any intangible asset, and the surest signal of a firm's identity. They carry legal protections as well as value. Yet knowing how to quantify the latter in view of the former can be a perplexing challenge to even the most experienced business and asset appraiser. In this webinar, appraiser Mike Pellegrino and licensing expert Ira Mayer join BVR to discuss how brands create and retain value, and what appraisers should know when quantifying the value of such an intangible asset.
Program Agenda
What are brands?
Typical legal protections
Advantages of brands
Disadvantages of brands
Brand strength
How does a brand create value?
Primary value sources
Measuring brand value
Overview of brand valuation
General methods
Usage context
Economic life considerations
Accounting for brand valuation risks
Due diligence procedures
Verifying mark history
Verifying registration
Verifying trademark status
Dispelling common brand valuation myths
Learning Objectives
Learn what constitutes a brand and what legal protections brands carry
Understand how brands create value
Learn how to value a brand
Learn what to watch for when valuing a brand
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