The right of publicity is the inherent right of each person to control the commercial use of his or her identity. The right, if available, generally protects a personality’s name, image, voice, signature, or likeness. Protection and exploitation of this intangible right, both during a celebrity’s lifetime and post-mortem (as dictated by the applicable state law), has become a valuable (if not the most important) component of a celebrity’s asset portfolio. Industry expert, Mark Roesler, and his team will discuss the legal framework behind the right of publicity and the processes for which this abstract right is valued. Included will be a discussion of common methodologies used to value intangible assets, the unique challenges that arise when valuing the right of publicity, and the emerging contexts for which valuation of this right may be necessary.
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