Mercedes Formula One
The intellectual assets of the Brawn GP team have been highly valued by Mercedes as they buy 75.1% for a reported £110 million. Probably a good deal to acquire the Constructors World Champions and provide what could be a marketing coup for Mercedes.
In addition to the undoubted tangible technical assets that make Brawn cars so competitive there are intrinsic systems, people and organisational skills that contribute to Brawn GP being a world leader.
Of the human assets, will the World Champion Jenson Button get a salary increase from £4m to £8m or a transfer to one of the other Formula 1 teams for next season. Well his personal brand profile has never been so strong so good luck to him.