Strong brand and reputation instill palpable elements of trust, identity and empathy in the company. Brand-related IP assets, such as the accrual of goodwill in the registered or unregistered corporate name, are often present in more established companies, and could be both the brand of the company and of the services/products. Reputational IP Assets are more common in smaller, new-start companies where the key personnel are often the “face” of the Company. A key challenge within this IP asset area is the need to move brand and reputation from the key people to the organisation creating an anthropomorphic identity.
Numerous activities can contribute to a company’s brand and reputation, including an active marketing and public relations strategy, awards, presence/presentation at trade shows and industry-specific conferences, exclusive supplier or customer relationships and/or continuous improvement and new product development.
Brand and reputation can often be the most valuable IP asset within a company, however it can often be overlooked or undervalued as, like many informal IP assets, it does not appear on the company’s balance sheet. Metis Partners can value your brand, identify the key drivers of your business and, ultimately, value your business as a whole using our Metisology™ benchmark of IP asset indicators.