ABSTRACT
Although the terminologies used can vary, intellectual assets have two basic characteristics that should be examined:
Role: Here metrics should seek to measure the potential importance of a given asset type to business success (for example, the extent to which trademarks can create a differentiated product that the customer is willing to select in preference to other offerings). Utility: Here metrics should seek to measure whether a specific asset is fit for purpose (for example, whether the trademark in question has succeeded in creating a differentiated product).
