Assessing and enhancing trademarks' value

Most companies acknowledge that their intangible assets, including
their trademarks, contribute to the value of their business. Yet few conduct
an independent valuation of these assets, which means that they miss out on
shareholder value. Mark Abell and Michael Stirling of Field Fisher Waterhouse
in London consider how trademark valuations are carried out and the factors
mark owners can influence to enhance the value of their marks.

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