Litigators should pay particular attention to brand valuation in commercial cases

James Gregory (CoreBrand, LLC) wrote in ten reasons why brand valuation is so significant in many lost profits, damages, dissenting shareholder, and other commercial law matters.  Brand valuation:

  1. legitimizes investment
  2. provides an objective measure of effort
  3. creates accountability
  4. aligns leadership
  5. identifies growth opportunities
  6. predicts market shifts
  7. identifies competitive opportunity and advantage
  8. informs M&A or strategic alliances
  9. creates licensing opportunities
  10. helps define the value of other intangibles