BRAND ASSESSMENT IN THE CASE OF TACIT LICENSE. CASE STUDY
BRAND ASSESSMENT IN THE CASE OF TACIT LICENSE. CASE STUDY

Summary/Abstract: The evaluation of intellectual property assets which include industrial property assets uses some known methods. Of these assets, the brand can be evaluated both for the holder and the licensee; the relative rights and obligations of the parties, the extent and the license active period are stipulated in the contract. Within the known methods, the theory and practice allow special approaches. The notion of tacit license is recognized in the specialised literature,especially in the texts of law. However, if the effects can be found in the economic data of the owner and tacit brand user they cannot be detected in the financial ones. This paper presents: i) the results of an evaluation requested by a third party referring to some trademarks used without a contract by the respective third party, but with the tacit permission of the holder which cannot provide financial data; ii) to what extent the third party financial data, in conjunction with market data, can sufficiently accurate outline the participation of the tacit licensed trademarks in the value of the company.

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