PRICE-FORMING FACTORS CHOICE GROUNDING AT INTANGIBLE ASSETS WITH NEGATIVE DEPRECIATION INDEPENDENT VALUATION/APPRAISING

Independent expert valuation/appraising of intellectual property rights objects, such as brands and goodwill, performed by the Costs approach, is based on economic indicators of these intangible assets utility degree, which are connected with the sum of all expenses, related to appraised asset creation and support. These indicators are used as a primary data for these intangible assets market value determination. All these indexes are differently related to the brand value, and relationship between these parameters researches, indisputably, presents both theoretical and practical interest. Because of the cross-correlation relationship closeness between assets market value and these primary data parameters directly depend estimation results accuracy and reliability. The work is verification of basic hypothesis, in obedience to that at the brands valuation/appraising procedure performing as primary data may be recommended to use those indicator parameters, which are characterized with the closest statistical relationship and, respectively, the highest cross-correlation coefficient. Research is based on fact that these intangible assets are able to change their value characteristics in both directions, and change the annual depreciation sign during the separate periods of economic life, made it positive or negative. The purpose of the article is to define the quantitative estimations of cross-correlation relationship strength between economic parameters, which are used as primary data source in Costs approach, and estimated brand value; to perform the comparative analysis of cross-correlation relationship density between the brand value, appraised as intellectual property object, and these economic parameters, that are used as the main price-forming factors; researching and approbation of methodology, based on this cross-correlation relationship closeness quantitative indexes determination, on the certain examples of brands evaluation. Finally, the main purpose is to set the parameter, for which the correlation coefficient is the highest, and which is most expedient to use as primary data source at economic measurements performing.