A Primer on Trademarks and Trademark Valuation

Michaelyn Corbett, Mohan Rao and David Teece
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Michaelyn Corbett: LECG, LLC, USA
Mohan Rao: LECG, LLC, USA

Chapter 10 in The Transfer and Licensing of Know-How and Intellectual Property:Understanding the Multinational Enterprise in the Modern World, 2008, pp 247-262 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractA trademark is a distinctive word, phrase, name, or symbol that is used in commerce to indicate the source of a good or service and to distinguish it from the goods or services of others. Although trademarks have existed for centuries, they have become of great importance in recent years. In fact, it is hard to imagine key elements of today's global commerce proceeding without trademark protection. Sought-after products around the globe have widely recognized trademarks: Coca-Cola, McDonald's, Sony, Disney, Microsoft, and Apple, to name just a few. Like patents, trademarks can constitute a significant portion of a firm's asset value and, therefore, need to be strategically developed and protected. As recognition of their increasing importance in commerce, damage awards in trademark infringement litigation have reached tens of millions of dollars, with some awards exceeding $100 million. In this chapter, we provide a primer on trademarks and trademark valuation. We discuss the economic principles of licensing and describe some of the commonly used approaches to trademark valuation, particularly in the context of licensing trademarks.

Keywords: Technology Transfer; Royalties; Licensing; Cross Licensing; Intellectual Property; Multinational Enterprise; Research and Development; Foreign Investment (search for similar items in EconPapers)
Date: 2008
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