In modern economy, trademark is not only a distinguishing feature of an enterprise (corporate trademark) or of its products (product trademark), but also an instrument to ensure a lasting competitive advantage to the same enterprise. This paper aims at providing a contribution to the topic of estimating the economic value of trademarks. For this purpose, an analysis of the theoretic methodologies to estimate the assets’ value will be done, together with some comments and in-depth studies on the subject-matter.
Celli, M. (2013). The theoretic methods for evaluating trademarks. In Proceedings of the The 16th IAMB Conference, George Washington University, Washington, DC, USA, November 6-7, 2013.
The theoretic methods for evaluating trademarks
CELLI, MASSIMILIANO
2013-01-01
Abstract
In modern economy, trademark is not only a distinguishing feature of an enterprise (corporate trademark) or of its products (product trademark), but also an instrument to ensure a lasting competitive advantage to the same enterprise. This paper aims at providing a contribution to the topic of estimating the economic value of trademarks. For this purpose, an analysis of the theoretic methodologies to estimate the assets’ value will be done, together with some comments and in-depth studies on the subject-matter.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
