A Strategy for Estimating Identified Intangible Asset Value: Hotel Affiliation Contribution‪.‬

abstract Although researchers and practitioners generally agree that intangible value exists in hotels, methodologies for estimating it continue to evolve. This article presents a strategy for estimating identified intangible asset (IIA) value and applies it to a paired comparison of two franchise-affiliated hotels in the same central business district. The analysis focuses on the benefits versus costs of affiliation. This research concludes that IIA value for affiliation exists to the extent that revenues attributable to affiliation exceed the cost of that affiliation. When costs of affiliation approach or exceed revenues from the franchise relationship, the IIA value for affiliation is limited or nonexistent.