| By: |
Monika Harantova (Faculty of Management, University of Economics, Prague);
Petr Svoboda (Faculty of Management, University of Economics, Prague) |
| Abstract: |
Currently there is a variety of approaches dealing with a brand or trademark
valuation. The International Valuation Standards (IVS) and the Valuation under
Act No. 151/1997 Coll. on property valuation in relation to trademarks in the
territory of Czech Republic can be classified among them. The main goal of
this paper is to determine the factors which participate most in strategic
building of brand value. These factors could be used as a basis for the
proposal of a new method for the valuation trademarks in the Czech Republic.
So far, these methods have taken into account only the financial aspects
(economic profit, return of investment). The other factors which create a
brand value (brand awareness, brand loyalty, emotional association) have not
been implemented yet. For this reason, the methodology of International
Valuation Rankings, which takes into account valuation based on other
previously mentioned components, is also analysed in the article. |
| Keywords: |
Brand, Brand management, Brand value, Brand equity, Brand attitude, Methods for brand valuation, International valuation standards |
| JEL: |
M31 |
| Date: |
2014–12 |
| URL: |
http://d.repec.org/n?u=RePEc:sek:iacpro:0902940&r=ipr |