Valuation of a trademark, brand

Trademark and brand valuation – determine the value of your intellectual property

What is brand or trademark valuation?

Trademark or brand valuation involves determining the market value of an intangible asset that reflects a company’s reputation, brand recognition and customer trust. A trademark may be a name, logo, advertising slogan or other distinctive mark that sets the company’s offering apart.

In practice, brands and trademarks are often among a company’s most valuable assets – particularly in the e-commerce, services, technology and consumer goods sectors.

When is a trademark or brand valuation needed?

A valuation of a trademark or brand may be necessary in the following cases:

  • the contribution of a brand or trademark to another company,
  • the sale of a brand or the entire business,
  • licensing arrangements (e.g. franchise models),
  • transactions with related parties – determining transfer pricing,
  • restructuring or reorganisation within a group of companies,
  • securing a loan or financing,
  • financial reporting in accordance with IFRS/IAS,
  • legal proceedings or disputes (e.g. trademark infringement, divorce, disputes between shareholders).

Who can benefit from a trademark or brand valuation?

Our services are aimed at:

  • business owners planning to sell, contribute or licence a brand,
  • holding companies consolidating IP rights within a group,
  • companies in the e-commerce, FMCG, fashion, cosmetics and IT sectors,
  • startups and personal brands building market value around their brand,
  • legal and tax advisers and investors requiring an objective valuation of intangible assets.

How does the brand or trademark valuation process work?

Stages of cooperation:

  1. Legal and market analysis of the trademark – registration status, scope of protection, competition.
  2. Selection of valuation method – depending on the objective and available data:
    • Relief-from-Royalty Method,
    • Excess Earnings Method,
    • Replacement Cost Method,
    • Comparative Method (transactions involving similar assets).
  3. Preparation of a valuation report – containing assumptions, justification and the estimated value.
  4. Tax and transaction advisory services – e.g. in relation to contributions in kind or the sale of intellectual property (IP).

Why should you commission us to value your brand?

We specialise in the professional valuation of brands and intangible assets (IP), supporting companies in transactions, financial reporting and tax settlements. Our valuations combine financial, legal and tax expertise, ensuring reliable and credible reports.

  • Experience in valuing intangible assets – we carry out valuations of trademarks, brands, licences and comprehensive intellectual property portfolios
  • Knowledge of legal and tax aspects – we prepare valuations with legal regulations, tax interpretations, auditors and authorities in mind

A multidisciplinary approach – financial experts, tax advisers and intellectual property lawyers are involved in the valuations, ensuring a comprehensive analysis

  • Transparent and useful reports – our reports are clear, easy to understand and prepared for use by investors, auditors, tax authorities and courts

Thanks to our experience, brand valuation becomes a reliable tool supporting business decisions, transactions and the protection of intellectual property rights.

Benefits of a professional trademark valuation

    • Knowledge of the market value of your brand or trademark,
    • A stronger negotiating position when selling or licensing,
    • The ability to contribute the brand as a contribution in kind,
    • Improved transparency in transactions with related parties,
    • Support with tax planning and intellectual property protection.

Our experience

We have carried out trademark and brand valuations for companies including:

  • in the retail and e-commerce sectors,
  • the FMCG, IT, tourism and cosmetics sectors,
  • operating in international markets (EU, USA),
  • planning to make a contribution in kind to holding companies,
  • implementing licensing or franchising,
  • involved in transactions with investment funds.

Our reports have been used in dealings with tax authorities, auditors, investors and banks.

FAQ

What brand valuation methods are most commonly used?

Most commonly: the relief-from-royalty method, the excess earnings method and the cost (replacement) method. The choice depends on the purpose of the valuation and the available data.

Does a brand have to be registered to be valued?

No – it is also possible to value an unregistered brand, provided it is actively operating in the market and has an established position.

Is a trademark valuation recognised by the authorities?

A trademark valuation may support discussions with authorities, provided it has been prepared reliably, using recognised methods and documented assumptions.

How long does it take to prepare a trademark valuation?

Usually 1–4 weeks, depending on the scope and available data.

Do you assist with the process of contributing or selling a brand?

Yes – in addition to valuation, we offer comprehensive tax and legal advice on the transfer, contribution or commercialisation of intellectual property (IP).