Contextual Brand Valuation

Eva Riemann

doi:10.5771/9783845241890

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Bibliographic data

Copyright year: 2012
ISBN-Print: 978-3-8329-7637-8
ISBN-Online: 978-3-8452-4189-0
Publisher: Nomos, Baden-Baden
Series: Munich Intellectual Property Law Center - MIPLC Studies
Volume: 15
Language: German
Pages: 304
Product type: Book Titles

Titelei/InhaltsverzeichnisPages 2 - 4 Download chapter (PDF)
Acknowledgements Pages 5 - 6 Download chapter (PDF)
Contents Pages 7 - 14 Download chapter (PDF)
List of Figures Pages 15 - 16 Download chapter (PDF)
Table of Abbreviations Pages 17 - 20 Download chapter (PDF)
1. 1. Download chapter (PDF)
    1. Structured Examination of Fundamental Valuation Issues
    2. Improvement of Tradability of IP as Assets: Reduction of Information Asymmetries and of Risks
    3. Value Implications of Trade Mark Law
    4. Valuation and Evaluation
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    1. Provision of Essential Knowledge
    2. Definition of the Desired Stage
    3. Examination of the Current Stage
    4. Introduction of Means to Overcome this Gap
2. Distinguishing Reporting from Forecasting Valuations Pages 27 - 29 Download chapter (PDF)
3. 1. Scarcity Pages 29 - 30 Download chapter (PDF)
  2. Utility and Title Pages 30 - 31 Download chapter (PDF)
  3. Intermediate Findings Pages 31 - 31 Download chapter (PDF)
4. 1. Download chapter (PDF)
    1. Comprehensiveness
    2. Context
    3. Transparency
    4. Flexibility
    5. Reduction of Asymmetries of Information and Reduction of Risks
    6. Reliability vs. Accuracy
    7. An Appropriate Degree of Objectivity
  2. Widespread Acceptance Pages 38 - 39 Download chapter (PDF)
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    1. Future Orientation
    2. Comparability of Results
  4. Findings Pages 40 - 41 Download chapter (PDF)
5. Summary Pages 41 - 42 Download chapter (PDF)
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    1. Intangible Assets
    2. IP vs. Intangible Assets
    3. 1. Network Effects
      2. Nonrivalry
      3. Scalability
      4. Nontradability
      5. Partial Excludability and Spillovers .
      6. Inherent Risk
      7. Legal Scarcity
    4. Intermediate Findings
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    1. 1. Trade Marks as Legal Phenomena
      2. Trade Mark Types
      3. Trade Mark Functions
    2. 1. Brands as Personality-like Phenomena
      2. Brand Types
      3. Brand Functions
    3. Intermediate Findings
  3. Findings Pages 77 - 77 Download chapter (PDF)
2. 1. Development of Brand Valuation Pages 77 - 80 Download chapter (PDF)
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    1. Brand Value Defined
    2. Sources of Brand Value
  3. Findings Pages 84 - 85 Download chapter (PDF)
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    1. Marketing - Planning, Implementation and Control
    2. Communication with the Financial, Investment and Press Communities
    3. Assessment of Employee Bonuses
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    1. Brand Transfer (M&A, Outright Sale)
    2. Licencing
    3. Bankruptcy
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    1. Collateralisation for Financial Needs
    2. Credit Rating
    3. Securitisation
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    1. Brand Protection Strategy
    2. Assessment of Damages and Amount in Dispute
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    1. 1. International
      2. European Community
      3. Germany
    2. 1. Transfer Pricing
      2. Corporate Succession
  6. Findings Pages 110 - 110 Download chapter (PDF)
4. Summary and Conclusions Pages 110 - 112 Download chapter (PDF)
1. 1. General Issues and Trends Pages 113 - 116 Download chapter (PDF)
  2. Systematisation of Brand Valuation Methods Pages 116 - 118 Download chapter (PDF)
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    1. Drees (1999)
    2. Gunther and Kriegbaum-Kling (1999)
    3. Schimansky et al. (2003)
    4. Volckner and Pirchegger (2004)
    5. Intermediate Findings
  4. Findings Pages 126 - 127 Download chapter (PDF)
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    1. 1. Practical Significance
      2. Subsient Elaboration
    2. Assessment Criteria
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    1. 1. Cost Approach
      2. Market Approach
      3. Income Approach, Discounted Cash Flow and Decision Tree Analysis
    2. 1. Price Premium
      2. Licence Analogy / Relief from Royalty
      3. WoReWert® by Repenn
    3. Intermediate Findings
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    1. Examination of Indicators
    2. Brand Iceberg Model by Icon Added Value
    3. Intermediate Findings
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    1. Brand Performance System by ACNielsen
    2. Interbrand Brand Valuation
    3. Intermediate Findings
  5. Conclusions Pages 169 - 170 Download chapter (PDF)
3. 1. Important Brand Valuation Developments and Issues . Pages 170 - 172 Download chapter (PDF)
  2. First Steps Towards a Possible Solution Pages 172 - 174 Download chapter (PDF)
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    1. Income Approach, DCF and Decision Tree Analysis
    2. 1. One-Party Scenarios
      2. Two- or Multi-Party Scenarios
    3. Intermediate Findings
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    1. Compilation of the Four Dimensions of Value
    2. 1. Point Score System
      2. Combination with the Value Spread
    3. Intermediate Findings
  3. Conclusions Pages 191 - 192 Download chapter (PDF)
2. 1. Download chapter (PDF)
    1. Comprehensiveness
    2. Context
    3. Transparency
    4. Flexibility
    5. Reduction of Asymmetry of Information and of Risk
    6. Reliability
    7. An Appropriate Degree of Objectivity
  2. Widespread Acceptance Pages 197 - 197 Download chapter (PDF)
  3. Download chapter (PDF)
    1. Future Orientation
    2. Comparability of Results
  4. Findings Pages 198 - 199 Download chapter (PDF)
3. Summary Pages 199 - 200 Download chapter (PDF)
1. Introduction Pages 201 - 206 Download chapter (PDF)
2. 1. Introductory Remarks Pages 206 - 207 Download chapter (PDF)
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    1. The Law in General
    2. Value Implications
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    1. The Law in General
    2. Three-dimensional Marks
    3. Colours and Colour Combinations
    4. Vowel-free Marks
    5. Value Implications
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    1. The Law in General
    2. Value Implications
  5. Download chapter (PDF)
    1. The Law in General
    2. Olfactory Marks
    3. Audio Marks
    4. Abstract Colour Marks
    5. Value Implications
  6. Findings - Relation to Brand Value Pages 223 - 224 Download chapter (PDF)
3. 1. System of Trade Mark Classification Pages 224 - 225 Download chapter (PDF)
  2. Findings - Relation to Brand Value Pages 225 - 226 Download chapter (PDF)
4. 1. The Law Pages 226 - 227 Download chapter (PDF)
  2. Findings - Relation to Brand Value Pages 227 - 228 Download chapter (PDF)
5. 1. Beginning and Duration of Protection Pages 228 - 228 Download chapter (PDF)
  2. Findings - Relation to Brand Value Download chapter (PDF)
6. 1. Introductory Remarks Pages 229 - 230 Download chapter (PDF)
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    1. National Registration - Example Germany
    2. 1. International Registration Procedure
      2. The Madrid Protocol
    3. Community Trade Mark Registration
  3. Relation to Brand Value Pages 239 - 240 Download chapter (PDF)
7. 1. Introductory Remarks Pages 240 - 241 Download chapter (PDF)
  2. Well-Known Marks Pages 241 - 243 Download chapter (PDF)
  3. Trade Marks Acquired Through Use Pages 243 - 244 Download chapter (PDF)
  4. Relation to Brand Value Pages 244 - 245 Download chapter (PDF)
8. 1. The Law in General Pages 245 - 245 Download chapter (PDF)
  2. Findings - Relation to Brand Value Download chapter (PDF)
9. 1. Introductory Remarks Pages 246 - 246 Download chapter (PDF)
  2. Relation to Brand Value Download chapter (PDF)
10. 1. Introductory Remarks Pages 247 - 247 Download chapter (PDF)
  2. Relation to Brand Value Download chapter (PDF)
11. 1. The Law in General Pages 248 - 250 Download chapter (PDF)
  2. Findings - Relation to Brand Value Pages 250 - 251 Download chapter (PDF)
12. 1. Introduction Pages 251 - 251 Download chapter (PDF)
  2. Trade Marks With a Reputation Pages 251 - 254 Download chapter (PDF)
  3. Well-Known Marks Pages 254 - 254 Download chapter (PDF)
  4. Implications on Brand Value Pages 254 - 255 Download chapter (PDF)
13. 1. Licencing Agreements Pages 255 - 258 Download chapter (PDF)
  2. Delimitation or Coexistence Agreements Pages 258 - 259 Download chapter (PDF)
  3. Findings - Relation to Brand Value Pages 259 - 260 Download chapter (PDF)
14. Trade Mark Surveillance and Genericide Prevention Pages 260 - 262 Download chapter (PDF)
15. Summary Pages 262 - 262 Download chapter (PDF)
Summary and Perspectives Pages 263 - 270 Download chapter (PDF)
1. 1. Grundlagen der Wertbildung jedes Vermögensgegenstands Pages 271 - 273 Download chapter (PDF)
  2. `Forecasting'- und `Reporting'-Bewertungen Pages 273 - 273 Download chapter (PDF)
  3. Von einer forecasting-Bewertungsmethode zu erfüllende Voraussetzungen Pages 273 - 274 Download chapter (PDF)
2. 1. Immaterielle Güter und gewerbliche Schutzrechte Pages 274 - 275 Download chapter (PDF)
  2. Wesensart von Marken und Brands Pages 275 - 276 Download chapter (PDF)
  3. Einführung in die Markenbewertung Pages 276 - 277 Download chapter (PDF)
  4. Anlässe zur Markenbewertung Pages 277 - 277 Download chapter (PDF)
3. 1. Überblick Über die momentane Markenbewertungslandschaft Pages 277 - 278 Download chapter (PDF)
  2. Analyse gängiger Markenbewertungsmethoden Pages 278 - 279 Download chapter (PDF)
  3. Schlussfolgerungen Pages 279 - 280 Download chapter (PDF)
4. Download chapter (PDF)
  1. 1. Finanzielle ertragswertbasierte Analyse
    2. Prismatische Evaluation
5. 1. Qualitativer Schutzbereich - Unterscheidungskraft, Freihaltebedürfnis und graphische Darstellbarkeit Pages 282 - 284 Download chapter (PDF)
  2. Quantitativer Schutzbereich - die Markenklassen Pages 284 - 284 Download chapter (PDF)
  3. Geographischer und zeitlicher Schutzbereich Pages 284 - 285 Download chapter (PDF)
  4. Entstehung des Markenschutzes: registrierte und nicht registrierte Marken Pages 285 - 285 Download chapter (PDF)
  5. Benutzung Pages 285 - 286 Download chapter (PDF)
  6. Inhaberschaft und andere Rechtstitel Pages 286 - 286 Download chapter (PDF)
  7. Amts- und Gerichtsverfahren; Vergleich Pages 286 - 286 Download chapter (PDF)
  8. Verwechslungsgefahr und Markenschutz darüber hinaus Pages 286 - 287 Download chapter (PDF)
  9. Vertragliche Einschränkungen Pages 287 - 288 Download chapter (PDF)
Bibliography Pages 289 - 304 Download chapter (PDF)