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Expert Opinion on Trademark Value

Client: Woolmark


Woolmark needed an independent valuation of its brand globally for the purposes of an expert opinion in the courts of Australia to support Cape Wool's claim to its share of intangible value. Intangible Business's brief was to determine this value and to provide meaningful brand insights for ongoing brand management.


Consumer, key market and competitor research was benchmarked and analysed to produce an evaluation of profitability through the supply and value chain. Consumer research covering Woolmark, other ingredient brands, and direct and indirect competitors was analysed for use in informing communications strategies. A robust royalty application to the use of the Woolmark brand was determined, putting an accurate figure to Woolmark's true brand value. The brand was valued by key markets supported by an integrated licensing programme.


The expert report that Intangible Business produced resulted in a successful resolution of the dispute out of court. The parties also gained valuable insights into its brand, how it was perceived in key global markets, and a competitor analysis.

"Cape Wools SA has had a major dispute over the last 5 years relating to its interests in the Woolmark, one of the world's largest ingredient textile brands. One of the key issues was the value to be placed on the Woolmark and during the course of the dispute we experienced expert valuation evidence from no less than 11 firms in the UK, Australia and USA. These firms included several from the Big 4 accounting firms, smaller accounting and boutique valuation firms.

"We are able to say that Cape Wools SA was fortunate to have retained the services of Intangible Business as our lead consultants and valuers. We considered Intangible Business was by far the best of these, in terms of their responsiveness, quality of service, in-depth research and analysis, and value for money. We would have no hesitation in recommending their services."

Norman Myers Attorney and Notary Public on behalf of Cape Wools Port Elizabeth South Africa