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Before starting an appraisal of
a trade mark, the Customer must
determine, what exactly he wants to evaluate.
The matter is that there is some mess at the use
of terms "trade mark", "service
mark", "merchandise mark",
"brand", "company name","
the name of a place of the goods origin"
.
Trade
mark -is the designation placed on goods
(or packing) by industrial and trade enterprises
for individualization of goods and manufacturer
(the seller). Trade marks can be verbal (combination
of separate letters, figures, a surname), graphic
(figures, graphic symbols, combinations of colors),
volumetric (the form of products or packing),
etc. Trade mark - is one of objects of the industrial
property which carries out functions of the warranty
of goods and their advertising.
The major characteristics
influencing an appraisal of a trade mark,
are its prevalence, recognition and trust of the
consumer, which the goods or the services sold
under this mark have. These characteristics define
volume of realization of production, profit of
the company and cost of a trade mark. Cost of
a known trade mark can surpass
the cost of all material assets of a company.
Financial parameters which characterize sales
volumes, profit, charges on service and maintenance
of a trade mark, possible prospects of increase
in sales and expansions of the market define the
current cost of an appraised trade mark.
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Appraisal of a merchandise mark
of a company
means first of all an appraisal of the exclusive
right on merchandise mark, arising at the
owner after registration in the Patent department
and the subsequent reflection in book keeping
of an enterprise. "Trade mark"
considered as an English term is a foreign
analogue of Russian "merchandise
mark", its features, as a rule,
are regulated by national legislations of
countries. |
Appraisal of a brand |
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Brand
- image of a mark of
goods or service in consciousness of a
buyer, allocating it in a number of competing
marks. Today the concept of a brand
is actively used by managers, PR, etc.
It is essentially wider, than a trade
mark, as a brand
by nature is a trade mark
plus the reputation gained by it.
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Such
non-material assets, as a brand,
a trade mark, a merchandise
mark are most often appraised in
view of:
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Substantiation of the price of the transaction on sale and purchase (concession) of a trade mark
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Sale of the whole enterprise
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At making license contracts of use of a registered trade mark for a substantiation of the rate of a royalty or lump-sum payments
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Definition of damage extend from falsification of goods and services, and occurrence of economic damage concerning the use of trade marks as a consequence
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With the purpose of a pledge at crediting an enterprise
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For management in cost of business and optimization of the taxation
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During merges and absorption for an establishment of cost of the trade marks involved in the corresponding transaction.
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