Brand Valuation

A brand’s economic value depends on more than its name or logo. Ownership, legal protection, licensing arrangements and the purpose of the valuation all affect how the project should be structured. Ramírez Esteves assists companies with brand and intangible asset valuation projects in Mexico through specialized intellectual property legal analysis and coordination of the valuation work.

Our office is based in Guadalajara and Zapopan. The service has a national scope and can support international companies with brands, rights or business interests in Mexico. The purpose, intended recipient and requirements of the report are defined for each engagement.

When a brand valuation project may be relevant

• A proposed purchase, sale or investment involving a brand or an intellectual property portfolio.
• Licensing and royalty arrangements.
• Corporate restructuring, mergers, acquisitions or financing where intangible assets are relevant.
• Accounting or tax-related projects, subject to the requirements of the intended use and recipient.
• Litigation or dispute-related projects where the relevant requirements must be assessed in advance.
• Business planning and the identification of intangible assets.

Our role in the valuation project

We focus on identifying and documenting the intellectual property asset and its legal position. This can include reviewing ownership, registrations, protection, licensing agreements and the documentation supporting the asset’s exploitation or transfer.

We coordinate the valuation work according to the agreed objective and the technical requirements of the project. The engagement defines who performs each part of the work, the supporting information, the expected deliverables and any requirements of the report’s recipient.

We do not treat legal review as a substitute for every financial, accounting or tax analysis that a project may require. The nature and scope of the work are agreed in light of the intended use.

How we prepare a brand valuation project

1. Define the purpose. Identify the brand or rights to be considered, the reason for the report and who will use it.
2. Review the legal foundation. Assess ownership, registrations, relevant agreements and the documentation of the asset.
3. Agree on scope and requirements. Clarify the work, responsibilities, information and deliverables needed for the project.
4. Coordinate the valuation and documentation. Manage the agreed work so that the asset and the report’s purpose are clearly defined.

For international companies with interests in Mexico

If a transaction or licensing project spans more than one country, indicate the jurisdictions in which the brand is protected or used. A Mexican legal review should be coordinated with the wider commercial and valuation project. The rights under consideration and the territorial scope should be explicit.

We can review the Mexican intellectual property aspects and work with the participants responsible for the broader engagement. Where there is a dispute, the requirements of the relevant proceeding must be considered before defining the report.

Information for a project quotation

Tell us the brand name, the products or services it identifies, the countries in which it is used, the purpose of the valuation and the date by which the report is needed. Indicate whether you have registrations, licence agreements and information about the asset’s commercial exploitation. Once the scope is defined, we will identify the additional information required.

Frequently asked questions

Is the service limited to Guadalajara?

No. We assist companies with brand valuation projects across Mexico. Guadalajara and Zapopan are the location of our office, not a restriction on the service’s territorial scope.

Is a quotation the same as a valuation?

No. A quotation defines the proposed scope and fees. A valuation report is the deliverable of a specific engagement based on its agreed purpose, information and requirements.

Can one report serve every purpose?

No. The report’s use and intended recipient determine the scope and requirements. A project for a transaction may require different work from a project for accounting, tax or a dispute.

Can the project include legal protection and disputes?

The relevant IP legal position is part of defining the asset. Where additional work is needed, our trademark protection and intellectual property litigation practices can provide support within an agreed scope.

Request a quotation for a brand valuation project

Contact our team to explain the purpose of your project. Learn about César Ramírez Esteves, founding partner, and the firm’s intellectual property background.

Contact our team in Mexico · cesar@ramirezesteves.com.mx · +52 33 1493 7120