One of the main foundations of IP is the underlying value and goodwill built into the good or service associated with a particular brand.

Despite closing its doors and filing for bankruptcy, Pier 1 Imports was able to sell it IP for a whopping $20 million dollars. According to Retail Dive, the sale of sporting goods store Modell's intellectual property topped $3.6 million. Assets include Modell's trademarks, domain names, a customer database with some 5.6 million files in it .

So what about your business? If you were to sell the IP and goodwill of your business what would those Assets include?