Nowadays, the purchase of brand is associated with the acquisition of intellectual property rights, which are not only registered in the Russian PTO, but also are recognized by consumers, bring a certain profit, do not need additional promotion.
The acquisition and sale of the brand is relevant for those companies that are:
do not want to spend the time and money to design, create, describe a new, significantly different brand;
does not have a skilled specialist on staff who knows how a new brand is checked for uniqueness and how it is registered;
has sufficient funds to acquire intellectual property, while it is worth noting that the cost of the brand will not increase the assets a little, and its purchase - the company's expenses.
Of course, the purchase of a brand can be done independently. A company of patent attorneys looks through the existing offers on the market, chooses the logo you like, and conducts an analysis of its "activity:
how long the logo has been registered;
whether it is recognizable among consumers;
whether customers are loyal to it;
Whether it can affect the growth of sales (forecast).
This work can be entrusted to marketers, pricing and logistics specialists, financial analysts and economists. Lawyers check the purity of the transaction; only the owner can sell the brand with the appropriate documentation, its registration at the Patent Office. Additional verification of the acquired brand is subjected to experts in the evaluation and registration of intellectual property; coefficients of the ratio of the brand value to the expected profit from its use are reviewed.
According to statistics, the sale of a brand is carried out in several stages and can take up to 3 months. Some work and analysis takes 1-2 years. For such a time interval the existing business could pay off to a certain extent, to move to a new level of development, to become recognizable and loved by customers. For these reasons, it is advisable to buy a brand through specialized companies for the protection of intellectual property and patents. Their professionals will independently, in a short time, conduct a comprehensive study of the brand you are interested in and help you quickly, in accordance with the law, to acquire the rights to it.
