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Brand Values and Valuation in Current Economic Downturn
- 1. Brand Values and Valuation in the Current Economic Downturn IP Business Congress Chicago, Illinois June 21-23, 2009 Presented by: Weston Anson, Chairman CONSOR Intellectual Asset Management [email_address] www.consor.com
- 5. Bundles of Intangible Assets Formulae Data warehouses Marketing umbrella Packaging technology and sources Master licenses Sub-brand names Shapes and sizes Source code Core brand Process technology Databases Worldwide trademark registration Design technology Data mining Copyrights Proprietary test results Domain names / URLs Secondary trademarks Plant and production design e-Commerce sites Packaging design and copyrights Product specifications Third party software tools Trade dress Operating platforms Credit/payment systems Characters Trade secrets Custom applications Corporate name and logo Key patents Enterprise solutions Primary trademark Technical Bundle IT Bundle Brand / Marketing Bundle
- 12. Going Concern v. Disposal or Liquidation 1.7% 1.0MM 60MM Linens ‘N Things 6.5% 2.6MM 40MM Tower Records 23.2% 232MM 1.0B Marvel 5.0% >250K 5.0+MM Amherst Fiber Optics 11.4% Average 14% 14MM 100MM Circuit City 14.7% 31MM 210MM Boston Market 15.0% 60 MM 400MM+ Polaroid Proportion Disposal or Liquidation Going Concern Value Case
- 13. Case Study - Budget Group, Inc. Relief from Royalty Concept of Value: Comparable sales Discounted royalty rates Approach: Loan Securitization / Sale of company Cause: Core trademark Franchise rights Reservation system Customer databases Airport concession rights Components: Bankruptcy Context: Budget Group, Inc. Company:
- 14. Case Study - Budget Group, Inc. IP Valuation Summary $ 70,949,000 – 97,308,000 $ 466,488,000 – 479,392,000 TOTAL VALUE 729,000 – 2,912,000 3,645,000 – 5,823,000 Mailing List and Database 0 7,177,000 – 17,943,000 Airport Concession Rights 1,927,000 – 5,780,000 38,535,000 Reservation System (Global) 938,000 – 1,407,000 9,377,000 Ryder Truck License 5,280,000 – 7,920,000 44,002,000 Franchise Rights (International) 6,789,000 – 10,183,000 56,571,000 Budget Trademark (International) 6,870,000 – 8,587,000 38,166,000 Franchise Rights (North America) $ 48,416,000 – 60,519,000 $ 268,975,000 Budget Trademark (North America) Liquidation Value Going-Concern Value Description
- 23. Brand Valhalla Elevator Chesterfield Escalator Blatz Cellophane Oldsmobile Dodge Pan Am