Gordon V. Smith

Trademark Valuation

A Tool for Brand Management

Ebook (EPUB Format)

Trademark Valuation A Tool for Brand Management SECOND EDITION Trademarks 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… Mehr

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Produktdetails

Weitere Autoren: Richey, Susan M.

ISBN: 978-1-118-28318-9
EAN: 9781118283189
Produktnummer: 16373976
Verlag: Wiley
Sprache: Englisch
Erscheinungsjahr: 2013
Seitenangabe: 368 S.
Plattform: EPUB
Masse: 3'320 KB
Auflage: 2. Aufl.

Über den Autor

GORDON V. SMITH 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 & Technology Management). Mr. Smith earned an A.B. degree from Harvard University in 1959. SUSAN M. RICHEY 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.