The Management and the Valuation of the Passing off Assets for Specific Rights Based Trading Activities

One category of intangible assets which can have a significant value for Romanian companies and which are quite used in developed countries are the passing off assets known as the traded personage image assets, category of copyright assets. The passing off assets or the traded character image assets defines a group of intellectual property rights which are used in businesses based on the transaction of copyrights of a notorious character that could be a real one (example name and image of actors from succes movies, sportsman) or a fiction one (characters from cartoons, sciece fiction movies etc.). In many cases that assests are asimilated with the trading marks or registred marks. In fact there are a different sort of assets that could be traded separatelly. In UK exists a special law for the protection of intellectual property rights for passing off assets (traded character image assets). It covers and protect both the name of an unregestred business (the name of a famous actor as Arnold Schwarteneger or sportsmam as David Beckam or fiction character from a cartoon movie as Mickey Mouse or Donald Duck. These kind of images became the starflag for many business in various industries (toys, clothing, sports, parfumes and luxury goods, food industry etc.) The purpose of this work is to show the importance of this kind of assets for developing businesses in Romania as well as to present economic valuation methods for them.