The Four Seasons restaurant in New York was an iconic venue for years. It finally closed last year. Now the Four Seasons brand is being auctioned.

Does it have a value? That depends on several things. Perhaps first and most important consideration is whether the brand has any pulling power to attract customers to a new venue. In other words, does it have a reputation? Alternatively, with investment – perhaps substantial investment – can the pulling power be restored and recreated?

In the end, the value of a brand has to be based on its ability – in the right hands and with investment behind it – to generate increased revenues and/or increased margins. This may be from direct sales of branded products and services or indirectly from licensing. Anyone acquiring the Four Seasons brand will make an assessment about the revenue and profit potential of the brand when bidding for it at auction.

The second but very important question is whether the intellectual property is protecting the brand from use by anyone. The best way to do that is a comprehensive portfolio of registered trade marks for the main brand name, logo, and any variations. The extent of the protection will directly impact on the value of the brand. So weak protection, low value potential. Strong protection, higher value potential.

So brands and business names properly registered as trade marks in at least your key markets add real shareholder value strengthening the balance sheet and boosting capital value on sale or for investors.