The Valuation of Sports Brands

Roberto Moro-Visconti ()
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Roberto Moro-Visconti: Catholic University of the Sacred Heart
Authors registered in the RePEc Author Service: Roberto Moro Visconti

Chapter Chapter 21 in Augmented Corporate Valuation, 2022, pp 691-721 from Springer

Abstract: Abstract Trademarks (brands) are intangibles with distinctive features (with originality, truthfulness, novelty, and lawfulness as requirements) that identify a good or a service of which they represent quality, provenience, and distinctive capacity. The international standard ISO 10668, consistently with the IVS 210, defines and identifies a methodology for assessing the economic value of brands, outlining the objectives, approaches, and valuation methods. Sports brands are often characterized by the “weak firm–strong brand” paradox. Digital brands represent an informatic extension of the trademarks operating on internet platforms and connected to other intangibles as domain names.

Keywords: Trademark; Brand Equity; Domain Name; ISO 10668; IAS 38; Digital Franchising; Advertising (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-97117-5_21

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