When an intangible asset, usually a business ownership interest such as stock, is valued, the report will necessarily reflect the professional judgment of the appraiser. Evaluating the report will be facilitated by the application of rules or principles which are supplied by relevant professional standards.

Depending upon the credentials of the appraiser, the relevant standards will come from the American Institute of Certified Public Accountants (for the CPA credential), the Appraisal Foundation and the American Society of Appraisers (for the ASA credential) or the National Association of Certified Valuators and Analysts (for the CVA credential).