{"id":6808,"date":"2018-03-29T13:06:43","date_gmt":"2018-03-29T11:06:43","guid":{"rendered":"http:\/\/registrare-marchio.com\/nuovo\/?p=6808"},"modified":"2021-10-07T12:33:02","modified_gmt":"2021-10-07T10:33:02","slug":"value-of-a-brand-which-factors-affect-the-evaluation","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/value-of-a-brand-which-factors-affect-the-evaluation\/","title":{"rendered":"Value of a brand: which factors affect the evaluation"},"content":{"rendered":"<p>There are many cases in which the interest in an <strong>economic valuation of a brand<\/strong> may arise. Among these, many cases of contractual and economic situations involving this distinctive sign, such as <a href='https:\/\/registrare-marchio.com\/en\/\/trademark-assignment-agreement-and-licence-agreement\/' class='' title='' target=''><strong>trademark assignment or license agreements<\/strong><\/a> or corporate transactions such as a merger or acquisition, if one or both involved companies are trademark owners.<\/p>\n<p><img src='https:\/\/registrare-marchio.com\/\/wp-content\/uploads\/2018\/04\/value-of-a-brand.jpg' class='aligncenter' alt='value of a brand' width='465' height='290'\/><\/p>\n<p><div id=\"toc-np-container\"><p id=\"toc-np-title\">In this post we talk about:<\/p><ul class=\"no-bullets\"><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/value-of-a-brand-which-factors-affect-the-evaluation\/#Which-factors-affect-the-evaluation\">Which factors affect the evaluation<\/a><\/li><li class=\"header-level-1\"><a href=\"https:\/\/registrare-marchio.com\/en\/value-of-a-brand-which-factors-affect-the-evaluation\/#Method-of-economic-evaluation-royalties\">Method of economic evaluation: royalties<\/a><\/li><\/ul><\/div><\/p>\n<p>The need to determine the <strong>economic value of a brand<\/strong> can arise even in the presence of a <a href=\"https:\/\/registrare-marchio.com\/en\/trademark-legal-assistance\/defend-trademark-from-cease-and-desist-letters-or-oppositions\/\"><strong>dispute<\/strong><\/a>, such as when there is a claim for damage in the course of <a href='https:\/\/registrare-marchio.com\/en\/\/trademark-infringement-and-damages-in-italy\/' class='' title='' target=''><strong>a lawsuit for infringement<\/strong><\/a> and, therefore, it is necessary to quantify the economic value of a mark in order to be able to quantify the damage.<\/p>\n<h2><span id=\"Which-factors-affect-the-evaluation\">Which factors affect the evaluation<\/span><\/h2>\n<p>Many factors are important in the economic valuation of a brand, among which:<\/p>\n<ul>\n<li>The costs incurred in the registration;<\/li>\n<li>The costs for maintenance and defense of the mark;<\/li>\n<li>\u201cseniority\u201d, namely \u201cthe age\u201d of the brand;<\/li>\n<li>The degree of knowledge of the same in the public and advertising expenses made by its holder;<\/li>\n<li>The market shared by the mark and consumers\u2019loyalty.<\/li>\n<\/ul>\n<h2><span id=\"Method-of-economic-evaluation-royalties\">Method of economic evaluation: royalties<\/span><\/h2>\n<p>There are many methods of economic evaluation of the brand: among the most frequent, we can include the \u201c<strong>royalty rate method<\/strong>\u201d and the method of \u201c<strong>royalty relief<\/strong>\u201d.<\/p>\n<h3>Royalty rate method<\/h3>\n<p>Those who follow the method of royalty rate believe that the economic value of the brand corresponds to the royalties that would be obtained by licensing the brand. The royalty rate is identified by comparison with homogenous market transactions.<\/p>\n<h3>Method of \u201croyalty relief\u201d<\/h3>\n<p>According to the system of \u201croyalty relief\u201d, the brand value would correspond to the total amount of royalties that \u2013 in a given period of time \u2013 the trademark owner would be forced to pay to a third party if was not the owner but had only the right to use the mark.<\/p>\n<style>\n\t.gbl-wrap-b2 {\n\tdisplay: flex;\n\tjustify-content: center;\n\tmargin-top:0px;\n\tmargin-bottom:15px;\n\t}\n\ta.gbl-b2 {\t\n\tcolor:#ffffff;\n\ttext-decoration:none;\n\ttext-align: center;\n\tpadding: 20px 20px;\n\tbackground-color:rgba(255,102,0,1);\n\tborder-radius:6px;\n\tfont-size: 20px;\n    font-weight: 700;\n    font-style: italic;\n\tline-height: normal;\n\twidth:auto;\n\tborder:0px solid #000000;\n\t}\n\ta.gbl-b2:hover {\n\tcolor:#ffffff;\n\ttext-decoration:none;\n\tbackground-color:rgba(255,102,0,0.85);\n\t}\n\t<\/style>\n<div class='gbl-wrap-b2'><a class='gbl-b2' href='https:\/\/registrare-marchio.com\/en\/contact\/' title='' target='_blank'>Do you want to know the value of your brand? Contact us!<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>in the economic assessment of a brand, there are several factors that determine its value. Find out which are and which evaluation systems are most used.<\/p>\n","protected":false},"author":3,"featured_media":7134,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[96],"tags":[],"class_list":["post-6808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-trademark"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Value of a brand: which factors affect the evaluation - Registrare Marchio<\/title>\n<meta name=\"description\" content=\"In the economic assessment of a brand, there are several factors that determine its value. 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