Abstract

Valuing intangible assets is a critical issue in modern economics; one of the most important ones is trademarks. In a
competitive business environment trademarks can protect and create an advantage for firms. In today’s complex and
ever faster growing market, a suitable trademark affects firm performance and it is considered as a fundamental
economic asset for organizations. Valuing intangible assets and determining its relation with performance indicators
has two main benefits, first it can be useful for various stakeholders such as stockholders, creditors and employees in
assessing firm performance and secondly it can draw standard setter’s attention to importance of recognizing and
measuring trademarks and other intangible assets in financial statements. The first step in conducting such research
is to identify developed and acquired trademarks of listed companies in Tehran Stock Exchange and computing their
related value by financial oriented models, then the relationship between trademarks value and accounting
performance indicators including net profit (earnings), Return on assets (ROA), Return on Equity (ROE) and Return
on sales (ROS) is examined. The results extracted from 2001 to 2011 indicate a significant and direct relationship
between mentioned performance indicators and trademarks value.