Trademark valuation is a comprehensive analysis process that determines the financial, competitive and perceptual value of a brand. For businesses, a brand is more than just a name or logo, it is an important asset in terms of customer loyalty, market reputation and revenue potential. Therefore, the correct calculation of the value of the brand plays a major role in strategic decision-making processes.
Three main methods are generally used in the valuation process: income-based, market-based and cost-based approaches. The revenue-based method analyses the future revenues and profitability potential of the trademark.
The market-based method takes into account the selling prices of similar brands and the competitive situation in the sector. The cost-based method is based on the investments made to create and develop the trademark. These three methods are considered as complementary elements to reveal the true value of the trademark.
Trademark valuation is critical for investment decisions, merger and acquisition processes, licensing agreements and financial reporting. In addition, it is a study that should be carried out regularly in order to follow the development of the brand over time and strengthen its competitive advantage. An accurate valuation process helps businesses strengthen their position in the market and determine their long-term strategies.
The trademark valuation process, which is important in terms of brand management and strategic planning, allows companies to increase their competitiveness and make the best use of their brand assets.