Document Type : Review article

Author

• Hanan Rabiei

Almikarbordi University

Abstract

During the past years, it has become customary for prestigious international magazines and publications to rank the world's top brands as an intangible asset, after valuing them, and publish them in the form of reports. Brand ranking, especially their valuation, is an area in the field of branding that has suffered a lot from inconsistencies and ambiguities. Normally, every year after the public release of the global trademark rankings report, in addition to the reason for the difference in the valuation of famous global trademarks, discussions about the reason for the difference in the rating of prestigious trademarks are also raised in magazines. Of course, this incident expresses the hard essence of the issue of trademark valuation and the difference between valuation methods that adds to this complexity. In this review article, the different methods and viewpoints of trademark valuation and current methods will be examined and studied.

Keywords

• Commercialization mark
• intangible asset
• monetization

Main Subjects

• Accounting
• Financial Management
• Financial Engineering