CONSOR Intellectual Asset Management was hired to provide an intellectual property valuation of the portfolio of copyrights and related intellectual assets (the “IP”) associated with the artistic career of Robert Rauschenberg. His estate holds thousands of pieces of art, photographs, prints and other objects.
The objective of the assignment was to determine the value of the Rauschenberg IP. Based on independent analysis, and on-site due diligence, CONSOR has determined that the Rauschenberg IP encompasses a comprehensive portfolio of intellectual property that is highly regarded in the world of fine art.
In performing this assignment, CONSOR took on four key tasks, as follows:
- Identified the realm of opportunities for future commercialization of the Rauschenberg intellectual property through Estate-stamped limited edition artworks and photographs;
- Calculated the value of the future commercialization of the Rauschenberg IP through Estate-stamped limited edition artworks and photographs assuming the highest and best use of the Rauschenberg IP;
- Identified the realm of opportunities for future commercialization of the Rauschenberg IP through a consumer products licensing program; and,
- Calculated the value of the future commercialization of the Rauschenberg IP through a consumer products licensing program assuming the highest and best use of the Rauschenberg IP.
An evaluation of the prospects and risks associated with the industry in which intangible assets are utilized is an important aspect of the brand valuation process. An entity and its intangible assets cannot be valued in a vacuum, as asset performance is dependent on general economic conditions, industry trends, and other external factors. An important part of the Rauschenberg assignment was to carefully analyze the contemporary art industry, art licensing industry, and the estate issued contemporary art market to determine how the Rauschenberg IP fit in with those industries and how the IP would grow in value over time.
During the past 25 years, CONSOR has been leaders in the development and application of generally accepted methods to value brands, copyrights, trademarks, rights of publicity, technologies and other intangible property. The principals at CONSOR are skilled in establishing licensing strategies for brands, as well as developing and managing licensing programs. We have also valued intellectual property assets for a number of estates, including The Estate of Andy Warhol, The Estate of Robert Mapplethorpe, and The Estate of Dr. Seuss.
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