This book is about trademark valuation and exploitation. This book explain how to value your trademark and to develop strategies for exploring its full potential. It is difficult to write about trademarks without digressing into commentary about their artistic and creative aspects. Trademarks can be icons of our society, and it is difficult to separate that from their primary role as business assets. Because trademarks are business assets and must be viewed primarily in the context of commercial enterprise. Their task is to contribute to the profitability of the parent enterprise. Commerce is driven by return-on-investment principles, and trademark are not exempted from that requirement. Even trademarks that are associated with nonprofit, governmental, or institutional organizations are used for purpose and promoted with an objective in mind. They must jugded by how well they meet objectives.
This book acquaints all the key legal and financial concepts, terms, principles, and practices, and guides step-by-step through the entire valuations process in trademark valuations. This book show us about how to use the information derived from the valuations to develop surefire strategies for getting the most out of the trademarks.