E.N. Gorlacheva - Ph. D. (Econ.), Bauman Moscow State Technical University
I.N. Omelchenko - Dr.Sc. (Eng.), Dr.Sc. (Econ.), Bauman Moscow State Technical University

The evaluation of intellectual property is a relevant task which gives the opportunity to get profits from monopolistic possession of exclusive rights. If these rights are evaluated objectively, correctly executed, have legal safeguard, and have a great run, they transform to liquid assets. This kind of assets - intangible assets - is of extremely importance for high technology enterprises. Often namely this component of value put a great impact of general value of an enterprise. Brand allows clients to select a product from the competitors - ones and intensify multistage process of buying a product up to two stages: understanding of a problem and a purchase.