INTA-AGIP Roundtable Underlines Importance of Brand Valuation

AMMAN - The Regional Roundtable on Brand Valuation and Its Methods opened its doors on Tuesday to a host of representatives of regional law and pharmaceutical firms, top Arab brand owners as well as experts from the IP industry.

The Roundtable, organized by Abu-Ghazaleh Intellectual Property (AGIP) in cooperation with the International Trademark Association (INTA) and held at Talal Abu-Ghazaleh College of Business (TAGCB), tackled issues related to the importance of valuation of brands.

The International Director of Talal Abu-Ghazaleh Valuation, Dr. Ulrich Moser, discussed issues related to Intellectual Property (IP) and brand valuation, focusing on the significance of brands value, methods on how to value brands and the purpose of valuation.

According to Moser, there are two different types of brands, those related to services, giving ?Al-Jazeera? and ?Emirates? as examples; and product brands such as Nutella and Fine.

Dr. Heinz Goddar, former president of Licensing Executives Society International (LESI) and of LES Germany, noted that this Roundtable aims at assisting companies, especially small and medium-sized enterprises (SMEs) in determining the value of their own technology.

?It is also important for innovators to know that their innovations have financial value highly appreciated by other companies,? he said.

Goddar also discussed valuation methods, including cost, market and yield approaches, in addition to providing SMEs with simple methods for valuating their innovations and technologies.

 

 

On the other hand, Liaison Officer of the Business and Planning Department at Nuqul Group, Ibtisam K. Al-Rai pointed out that safety, quality, price and emotional attachment are all factors which play a decisive role in the consumers? choice of products. ?Brand valuation is a new concept in the Arab region which is really significant for companies seeking to invest or merge with others,? she noted.

Lecturers stressed that the valuation of brands has become a priority for managers and key decision makers over the last several years, adding that the value of brands is critical when it comes to marketing strategies.