When will the Marketing Director and the Board start evaluating trademarks in actual money?
Hopefully very soon, since the two main obstacles have been erased.
The previous lack of standards for valuation methods is now history by introduction of the new ISO 10668 Monetary Brand Valuation.
An uncertainty amongst management and Board Directors on how to assess trademark valuations due to lack of experience will be viped away by the national adaption of the international IFRS rules on accounting and in Sweden also by introduction of new national rules from FAR, the Swedish Accountants Association. From 2012 all Swedish companies, except the smallest ones, are obliged to value at least all aquired IP being part of the goodwill. This will undoubtably increase the understanding of trademark valuation.
By measuring market activities and aquired trademark positions in actual money, marketing in Swedish companies will be enhanced and actively adding value to the company.
Since I have argued for putting the trademark value on the balance sheet for the last 20 years, I sincerely hope that a financial evaluation of trademarks now finally will be adopted by all companies that are proud of their trademarks.
Stefan Hjelmqwist, Attorney at Law, Awapatent