{"id":5302,"date":"2026-05-13T17:03:40","date_gmt":"2026-05-13T23:03:40","guid":{"rendered":"https:\/\/anepsaglobal.com\/?page_id=5302"},"modified":"2026-05-29T09:52:21","modified_gmt":"2026-05-29T15:52:21","slug":"valuacion-marcas","status":"publish","type":"post","link":"https:\/\/anepsaglobal.com\/en\/ar\/valuacion-marcas\/","title":{"rendered":"Brand valuation in Argentina: how to analyze the real value of a brand"},"content":{"rendered":"
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Brand valuation in Argentina<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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index<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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1. What is a brand and what is truly valued?<\/a><\/p>

2. What is special about brand valuation in Argentina?<\/a><\/p>

3. What is meant by value in the valuation of a brand?<\/a><\/p>

4. What regulations are used to value trademarks in Argentina?<\/a><\/p>

5. What methodologies are used to value brands?<\/a><\/p>

6. What factors influence the value of a brand?<\/a><\/p>

7. What documentation should be gathered?<\/a><\/p>

8. Practical example<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\u00a0<\/p>

In Argentina, a brand can represent a significant portion of a business's value. It not only identifies products or services but can also sustain reputation, foster loyalty, enable expansion, offer competitive margins, and facilitate licensing. Therefore, in many companies, a substantial part of the value lies not only in physical assets or day-to-day operations, but also in the economic strength of their brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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1. What is a brand and what is truly valued?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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From a legal and commercial perspective, what is protected and exploited is not just an isolated name or logo, but a distinctive sign capable of differentiating goods or services in the market. In an appraisal, the aim is not only to measure the registration, but also the full range of economic benefits the brand can generate: differentiation, preference, royalty potential, ability to sustain sales, and competitive strength.<\/p>

WIPO highlights that the value of an intellectual property asset arises from its future economic benefits, whether from direct exploitation, sale or licensing, or from its ability to raise barriers to entry and reduce substitutes.<\/p>

Therefore, it's important to distinguish between legal and economic value when dealing with a brand. A brand can be properly registered and yet have little commercial appeal. Conversely, a brand with strong market presence can have its value diminished if it suffers from legal issues related to coverage, enforcement, or consistency.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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2. What is special about brand valuation in Argentina?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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In Argentina there are several specific points that should be taken into account when valuing a brand.<\/p>

Registration validity<\/strong> <\/span>Law 22.362 establishes that a registered trademark lasts for 10 years and can be renewed indefinitely for equal periods, provided it has been used within the five years prior to each expiration. Furthermore, the INPI (National Institute of Industrial Property) requires a sworn statement of use for renewal and a sworn statement of mid-term use after the initial five years. These points are not incidental: they directly affect the legal strength and expected economic life of the asset.<\/p>

Coverage by class<\/strong> <\/span>The INPI adopted the Nice Classification, which organizes the system into 34 classes for goods and 11 for services. In practice, this matters because a trademark is not protected in the abstract, but rather with respect to specific goods or services. The consistency between the actual use of the trademark and the protected classes directly impacts its legal strength and, therefore, its value.<\/p>

Transferability<\/strong> <\/span>Law 22.362 establishes that the transfer of a registered trademark is valid against third parties once it is registered with the National Directorate of Industrial Property. An asset that can be assigned, licensed, or contributed with clear legal backing is usually more defensible in a transaction.<\/p>

Accounting recognition<\/strong> <\/span>IAS 38 states that internally generated trademarks are not recognized as intangible assets. However, in a business combination, a separable intangible asset acquired or one arising from legal rights may be recognized separately from goodwill. In other words, a trademark may have economic value for a negotiation, licensing, or transaction, even if it is not recognized in the accounts if it was internally generated.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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