(437) TRADEMARK VALUATION - MANAGING INTELLECTUAL PROPERTY FOR STRATEGIC MARKETING AND FINANCIAL BENEFITS

摘要

The main goal of this paper is studying the concept, the context and the different forms andtechniques of valuating trademarks as a valuable asset of an organisation in theoretical manner.In today's global economic societies and open market systems, knowing the true value of trademarkcan help a company in optimising its management actions, create useful marketing strategy and gainfurther financial benefits.If trademarks are to be seen as added capital to the companies, they first need to be officiallyregistered, so they can become a useful and manageable asset. The reasons why a certain markshould be valuated are also elaborated, following the procedures of extracting the value of thecompany, the brand and the value of the goodwill from that of the trademark.The paper also focuses on determination of the true value that a certain mark possess both to theirowner and to the processes that it's used for, using scientific and empirical methods. The key findingsof trademark valuation techniques can be seen as a useful tool for creating organisation's strategicplanning, and fulfilling its financial goals.