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The Valuation of Trademarks and Digital Branding

Trademarks (brands) are intangibles that represent distinctive characters (with originality, truthfulness, novelty, and lawfulness as requirements) that identify a good of which they represent quality, provenience, and distinctive capacity. The surplus-value that the trademark confers a product (compared to an unmarked equivalent) is an expression of the value of this classic intangible asset, which can be exploited internally or licensed. The international standard ISO 10668 (2010) defines and identifies a methodology for assessing the economic value of brands, outlining the objectives, approaches, valuation methods and the modes of selection and identification of the baseline data, to be used during the valuation process with the scope of guiding the evaluator, reducing the discretional margins and suggesting a sort of evaluation “protocol�?. Digital brands represent an informatic extension of the trademarks operating on internet platforms and connected to other intangibles as the domain names.