{"product_id":"trademark-valuation-isbn-9781118245262","title":"Trademark Valuation","description":"\u003cb\u003eA practical and useful resource for valuing trademarks\u003c\/b\u003e  \u003cp\u003eThe \u003ci\u003eSecond Edition\u003c\/i\u003e of \u003ci\u003eTrademark Valuation\u003c\/i\u003e is a fresh presentation of basic valuation principles, together with important recent changes in worldwide financial reporting regulations and an update on the current worldwide legal conditions and litigation situation as they relate to trademarks.\u003c\/p\u003e \u003cp\u003eA new section discussing issues surrounding valuation of counterfeits and the economic effects of trademark counterfeiting is included in this informative \u003ci\u003eSecond Edition\u003c\/i\u003e.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eConsiders methods to determine the real value of your trademark and exploit its full potential\u003c\/li\u003e \u003cli\u003eOffers dozens of case studies that illustrate how to apply valuation methods and strategies to real-world situations\u003c\/li\u003e \u003cli\u003eCommunicates complex legal and financial concepts, terms, principles, and practices in plain English\u003c\/li\u003e \u003cli\u003eDiscusses GATT, NAFTA, emerging markets, and other international trademark considerations\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Nature of a Trademark 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrademark Defined 2\u003c\/p\u003e \u003cp\u003eThe Legal Underpinnings of Trademarks 17\u003c\/p\u003e \u003cp\u003eTrademarks, Brands, and the Products and Services They Represent 20\u003c\/p\u003e \u003cp\u003eSummary 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Valuation Basics 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Business Enterprise 31\u003c\/p\u003e \u003cp\u003eValuation Principles 46\u003c\/p\u003e \u003cp\u003eProperty and Rights to Property 50\u003c\/p\u003e \u003cp\u003ePremise of Value 51\u003c\/p\u003e \u003cp\u003eValuation Methods 57\u003c\/p\u003e \u003cp\u003eSummary 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Using Financial Information 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinancial Reporting 62\u003c\/p\u003e \u003cp\u003eFinancial Statements and Value: Disaggregating S\u0026amp;R’s Assets 65\u003c\/p\u003e \u003cp\u003eTax Issues 77\u003c\/p\u003e \u003cp\u003eSummary 81\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Trademark Valuation 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCost Method 84\u003c\/p\u003e \u003cp\u003eEstimating Reproduction and Replacement Cost 87\u003c\/p\u003e \u003cp\u003eUsing the Cost Method for Trademarks 90\u003c\/p\u003e \u003cp\u003eMarket Method 94\u003c\/p\u003e \u003cp\u003eUsing the Market Method for Trademarks 98\u003c\/p\u003e \u003cp\u003eIncome Method 101\u003c\/p\u003e \u003cp\u003eUsing the Income Method for Trademarks 106\u003c\/p\u003e \u003cp\u003eSummary 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Trademark Economic Benefit 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFuture Economic Benefit 107\u003c\/p\u003e \u003cp\u003eQuantifying Economic Benefit 116\u003c\/p\u003e \u003cp\u003eDirect Techniques 118\u003c\/p\u003e \u003cp\u003eIndirect Techniques 133\u003c\/p\u003e \u003cp\u003eSummary 137\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Income Method: Economic Life and Risk 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining Economic Life 140\u003c\/p\u003e \u003cp\u003eTrademark Economic Life and Pattern 144\u003c\/p\u003e \u003cp\u003eSurvivor Curves and Studies of Historical Life 154\u003c\/p\u003e \u003cp\u003eForecasting Growth 157\u003c\/p\u003e \u003cp\u003eS-Curves in General 161\u003c\/p\u003e \u003cp\u003eElements of Risk 164\u003c\/p\u003e \u003cp\u003eSummary 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The Income Method: Putting It All Together 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrademark Valuation by Residual 173\u003c\/p\u003e \u003cp\u003eMultiple Exploitation Scenarios 184\u003c\/p\u003e \u003cp\u003eValuation Based on Income Allocation 186\u003c\/p\u003e \u003cp\u003eSummary 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Trademark Licensing Economics 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLicensing Economics 189\u003c\/p\u003e \u003cp\u003eSome General Thoughts 193\u003c\/p\u003e \u003cp\u003eRoyalty Quantification 195\u003c\/p\u003e \u003cp\u003eQuantification Techniques 197\u003c\/p\u003e \u003cp\u003eScoring and Rating Techniques 201\u003c\/p\u003e \u003cp\u003eDiscounted Cash Flow Model 205\u003c\/p\u003e \u003cp\u003eDividing the Economic Benefit 208\u003c\/p\u003e \u003cp\u003eAnother Analytical Technique 210\u003c\/p\u003e \u003cp\u003eRules of Thumb 211\u003c\/p\u003e \u003cp\u003eSummary 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Quantification of Harm in Trademark Enforcement Cases 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCivil Trademark Enforcement Actions 214\u003c\/p\u003e \u003cp\u003eMonetary Recovery in Civil Actions 217\u003c\/p\u003e \u003cp\u003eEnhancement of Monetary Recovery 227\u003c\/p\u003e \u003cp\u003eValuing Counterfeits for Purposes of Criminal Sentencing 232\u003c\/p\u003e \u003cp\u003eSummary 234\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Special Trademark Valuation Situations 235\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrademarks in Finance 235\u003c\/p\u003e \u003cp\u003eTrademarks in Bankruptcy 238\u003c\/p\u003e \u003cp\u003eValuation Directions 244\u003c\/p\u003e \u003cp\u003eTrademarks and Ad Valorem Taxes 248\u003c\/p\u003e \u003cp\u003eSummary 249\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Global Trademark Issues 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrademark Holding Companies 252\u003c\/p\u003e \u003cp\u003eThe Scourge of Trademark Trolls 253\u003c\/p\u003e \u003cp\u003eInternational Valuation Standards 255\u003c\/p\u003e \u003cp\u003eCounterfeiting: A Worldwide Contagion 257\u003c\/p\u003e \u003cp\u003ePolitical\/Investment Risk 259\u003c\/p\u003e \u003cp\u003eSummary 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBasic Investment Principles 263\u003c\/p\u003e \u003cp\u003eA Certificate of Deposit Example 263\u003c\/p\u003e \u003cp\u003eThe Arithmetical Foundation 266\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix B\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTheoretical Foundations for the Determination of a Fair Rate of Return on Intellectual Property 269\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix C\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInvestment Rate of Return Requirements 271\u003c\/p\u003e \u003cp\u003eInvestment Risk 272\u003c\/p\u003e \u003cp\u003eRequired Rate of Return Components 273\u003c\/p\u003e \u003cp\u003eRate of Return Models 274\u003c\/p\u003e \u003cp\u003eArbitrage Pricing Theory 278\u003c\/p\u003e \u003cp\u003eVenture Capital 279\u003c\/p\u003e \u003cp\u003eWeighted Average Cost of Capital 281\u003c\/p\u003e \u003cp\u003eReferences 284\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix D\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePredicting Sales and Revenues for New Ventures with Diffusion Models 285\u003c\/p\u003e \u003cp\u003eNew Product Sales Forecasting Models: Product Diffusion 286\u003c\/p\u003e \u003cp\u003eTypes of Product Diffusion Models 288\u003c\/p\u003e \u003cp\u003eThe Bass Model 290\u003c\/p\u003e \u003cp\u003eCaveats of the Bass Model 293\u003c\/p\u003e \u003cp\u003eSummary 294\u003c\/p\u003e \u003cp\u003eReferences 295\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix E\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDealing with Uncertainty and Immeasurables in Trademark Asset Valuation 297\u003c\/p\u003e \u003cp\u003eElements of Valuation Analysis 298\u003c\/p\u003e \u003cp\u003eDecision Analysis and Decision Trees 301\u003c\/p\u003e \u003cp\u003eMonte Carlo Techniques 309\u003c\/p\u003e \u003cp\u003eObtaining Information from Indirect Observation 317\u003c\/p\u003e \u003cp\u003eOption Pricing Models 323\u003c\/p\u003e \u003cp\u003eGood Enough Decision Making 325\u003c\/p\u003e \u003cp\u003eSummary 332\u003c\/p\u003e \u003cp\u003eAbout the Authors 333\u003c\/p\u003e \u003cp\u003eIndex 335\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eGORDON V. SMITH\u003c\/b\u003e is Chairman Emeritus of AUS Inc., a multidiscipline consulting and market research firm, a member of the Board of Trustees of the University of New Hampshire School of Law, and Distinguished Professor of IP Management at the law school's Franklin Pierce Center for Intellectual Property. During his long consulting career, he has advised clients on the value of intellectual property and closely held stock and has consulted in support of transactions, litigation, and tax-related matters. He is the author and coauthor of several books on IP valuation and exploitation strategies. An active international lecturer, Smith is Chair of the Advisory Board of the Licensing Economics Review, as well as an Adjunct Professor at the National University of Singapore (Division of Engineering \u0026amp; Technology Management). Mr. Smith earned an A.B. degree from Harvard University in 1959.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSUSAN M. RICHEY\u003c\/b\u003e is a Professor of Law at The University of New Hampshire School of Law (formerly the Franklin Pierce Law Center) and a former Associate Dean of the law school. She recently completed an appointment as Visiting Distinguished Scholar with the International Economic and Commercial Law Group at the University of Limerick in Ireland. Richey has been involved in numerous programs teaching intellectual property concepts to nonlawyers, including workshops sponsored by the World Intellectual Property Organization and UNITRAD, the trainingarm of the United Nations. Active in the International Trademark Association (INTA), she served a three-year appointment as an editor of The Trademark Reporter, a scholarly publication of INTA, a two-year appointment as Chair of INTA's Panel of Neutrals, and she currently serves on INTA's Academic Committee.   \u003c\/p\u003e\u003cp\u003eTrademarks are among the most intangible of assets, yet they can have enormous value for an enterprise. From Apple's iconic logo to Kellogg's Tony the Tiger to McDonald's golden arches, these combinations of words, symbols, and colors embody the principles and personalities of the companies and institutions they represent. These trademarks can become potent cultural icons that build a sense of belonging in the minds of consumers. But how, exactly, do you determine the dollar value of your trademark? How do you calculate the value your trademark brings to your company? And what are the advantages and disadvantages of licensing or even selling your trademark?\u003c\/p\u003e \u003cp\u003eThis updated \u003ci\u003eSecond Edition\u003c\/i\u003e of \u003ci\u003eTrademark Valuation\u003c\/i\u003e provides answers to these and all your other questions about how to value your trademark and develop strategies for exploiting its full potential. Gordon Smith, an experienced consultant on intellectual property issues, and Susan Richey, a law professor specializing in IP, dispel common myths and misconceptions about trademarks and provide down-to-earth, practical guidance. Translating complex legal and financial concepts into plain English, the authors explore all of the key legal and financial concepts, terms, principles, and practices, guiding you through the entire valuation process. Most important, they also show you how to develop surefire strategies for maximizing the return on investment your trademark delivers.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eTrademark Valuation\u003c\/i\u003e is a must-read for valuation experts, trademark specialists, and licensing executives, as well as the accountants and attorneys who work with them. It is also a valuable reference for advertising executives, business appraisers, and institutional investors.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eTrademark Valuation\u003c\/b\u003e \u003ci\u003eA Tool for Brand Management\u003c\/i\u003e SECOND EDITION  \u003c\/p\u003e\u003cp\u003eTrademarks are among the most intangible of assets, yet they can have enormous value for an enterprise. From Apple's iconic logo to Kellogg's Tony the Tiger to McDonald's golden arches, these combinations of words, symbols, and colors embody the principles and personalities of the companies and institutions they represent. These trademarks can become potent cultural icons that build a sense of belonging in the minds of consumers. But how, exactly, do you determine the dollar value of your trademark? How do you calculate the value your trademark brings to your company? And what are the advantages and disadvantages of licensing or even selling your trademark?  \u003c\/p\u003e\u003cp\u003eThis updated \u003ci\u003eSecond Edition\u003c\/i\u003e of \u003ci\u003eTrademark Valuation\u003c\/i\u003e provides answers to these and all your other questions about how to value your trademark and develop strategies for exploiting its full potential. Gordon Smith, an experienced consultant on intellectual property issues, and Susan Richey, a law professor specializing in IP, dispel common myths and misconceptions about trademarks and provide down-to-earth, practical guidance. Translating complex legal and financial concepts into plain English, the authors explore all of the key legal and financial concepts, terms, principles, and practices, guiding you through the entire valuation process. Most important, they also show you how to develop surefire strategies for maximizing the return on investment your trademark delivers.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eTrademark Valuation\u003c\/i\u003e is a must-read for valuation experts, trademark specialists, and licensing executives, as well as the accountants and attorneys who work with them. It is also a valuable reference for advertising executives, business appraisers, and institutional investors.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990401433829,"sku":"NP9781118245262","price":106.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118245262.jpg?v=1761787682","url":"https:\/\/k12savings.com\/products\/trademark-valuation-isbn-9781118245262","provider":"K12savings","version":"1.0","type":"link"}