IT IS WELL KNOWN THAT THE VALUE OF INTANGIBLE ASSETS PREVAILS OVER TANGIBLE ASSETS IN THE CAPITALIZATION OF THE LARGEST COMPANIES AROUND THE WORLD, AND BRAND IDENTIFIERS ARE THE MAJORITY OF INTANGIBLE PROPERTY. NOWADAYS, BRANDING IS A KEY ELEMENT IN DETERMINING THE MARKET VALUE, SUSTAINABILITY AND DEVELOPMENT PROSPECTS OF A CORPORATION. IN THIS REGARD, IT IS IMPORTANT TO CORRECTLY DETERMINE AND COMPETENTLY STRUCTURE THE EXISTING INTELLECTUAL PROPERTY PORTFOLIO AT A COMPANY AND IF NECESSARY, PROTECT IT IN FULL.