How it Affects New & Old Businesses

Strong brand and reputation instill palpable elements of trust, identity and empathy in your 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 your 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 your company. A key challenge within this intellectual property (IP) asset area is the need to move brand and reputation from the key people to your organization creating an anthropomorphic identity. 

What Makes Up Brand & Reputation Management?

Numerous activities can contribute to your 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. We’ve seen many instances where the licensing of intellectual property rights have been overlooked due to the lack of an in-depth intellectual property valuation.

We have extensive experience in appraising the value of a brand. Check out Who We Work With – you will no doubt recognize a number of global brands that have engaged Metis Partners to perform a brand valuation. 

Also check out our client results to read more about how the value of a brand was included in the valuation of intellectual property portfolios across numerous sectors including retail, software, leisure and entertainment, manufacturing, business & financial services, and more.