TRADEMARK VALUATION – MANAGING INTELLECTUAL PROPERTY FOR STRATEGIC MARKETING AND FINANCIAL BENEFITS

L. Stefanovski1, G. Rafajlovski2, G. Naumovski3

1State University, Nis (SERBIA)
2SEE University TechPark, Tetovo (MACEDONIA)
3Faculty of Law - Justinian Primus, Skopje (MACEDONIA)
The main goal of this paper is studying the concept, the context and the different forms and techniques of valuating trademarks as a valuable asset of an organization in theoretical manner, and it gives a specific review of literature in that particular area.

In today’s global economic societies and open market systems, knowing the true value of trademark can help a company in optimizing its management actions, create useful marketing strategy and gain further financial benefits.

If trademarks are to be seen as added capital to the companies, they first need to be officially registered, so they can become a useful and manageable asset. The reasons why a certain mark should be valuated in first place, is also a question which is elaborated, following the procedures of extracting the value of the company, the brand and the value of the goodwill from that of the trademark.

Today, there are two basic groups of approaches of valuating trademarks:
1) the quantitative approach –
with it’s famous:
a) market;
b) cost;
c) income methods and
2) the qualitative approach.

Additionally, in successful valuation of a certain trademark, there are many factors that must be taken in consideration, along with their variations and frequencies that are also specifically elaborated, along with the current trend and difficulties that occur in the process of trademark valuation.
The main goal of this paper is to determinate the true value that a certain mark possess both to their owner and to the processes that it’s used for, using scientific and empirical methods. The key findings of trademark valuation techniques can be seen as a useful tool for creating organization's strategic planning, and fulfilling its financial goals.

The main objective of the paper is the critical review of the used literature and theoretical practices it the area of trademark valuation.