Case Studies in Identifying and Marketing IP
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The document discusses several case studies of identifying and marketing intellectual property assets during corporate dispositions. It provides examples of both successful and unsuccessful outcomes when selling IP assets from companies like Tower Records, AstroTurf, Circuit City, Linens 'N Things, Fortunoff, and KB Toys. Key lessons highlighted include the importance of proper marketing, hiring qualified professionals, allowing adequate time for due diligence, and understanding that speed can hurt value realization.
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Corporate brand royalty rates and deals are changing according to the presented document. Many product categories are declining such as gifts/novelties, apparel, and housewares. Issues include the deteriorating economy, retail turmoil, consumer indifference, and private label growth. New issues involve more corporate bankruptcies. Financial aspects now include lower royalty rates, smaller guarantees, and more flexibility. Product opportunities exist in food, consumables, services, and home devices. Distribution opportunities include e-commerce, TV direct, mobile commerce, and restaurants. E-commerce brands achieving success include Coca-Cola, Budweiser, and NASCAR.
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The document discusses challenges and advances in accurately valuing intellectual property (IP). Some key points discussed include:
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- 9. Tower Records: Valuation & Auction Net value of the intellectual property sale. After fierce open-cry bidding war between Caiman Holdings and RiverWest Brands. $ 4,200,000 Trademarks, e-Commerce and International franchise agreements Auction Outcome: Asset Values In today's dollars, the net value of the intellectual property assuming only the Franchise Contracts run to their next renewal date. $ 1,585,000 Perpetual License to use Trademarks in connection with Franchise Contracts Liquidation Value of International Franchise Segment In today's dollars, the net value of the intellectual property connected to the e-commerce sites $ 1,320,000 Domain Names and Perpetual License to use Trademarks in e-Commerce Liquidation Value of e-Commerce Segment This is, in today's dollars, the net cost of the internally generated and acquired intellectual property. $ 1,650,000 Trademarks and Domain Names 'No less than Value' Comments Value Valuation Conclusion