Valuation of Intellectual Property

How much is the Coca-Cola brand or trademark worth? $50 billion? $ 100 billion? In August 2003, in an article in BusinessWeek, Interbrand included it in their table of “The 100 Top Brands” at a value of $70.45 billion. How would you check whether you agreed with their assessment?

In this article, Caroline Woodward-of PricewaterhouseCoopers’ Valuation & Strategy practice-offers some interesting answers to these, and other … [ Read more ]