Template-Type: ReDIF-Article 1.0
Author-Name: Monika Harantová
Author-Name-First: Monika
Author-Name-Last: Harantová
Author-Email: 
Author-Workplace-Name: University of Economics and Business Prague, Prague, Czech Republic
Author-Name: Marie Hesková
Author-Name-First: Marie
Author-Name-Last: Hesková
Author-Email: 
Author-Workplace-Name: The College of European and Regional Studies, České Budějovice, Czech Republic
Title: Valuation practice of trademarks in the Czech Republic
Abstract: This article aims to advice small and medium-sized enterprises (SME) on trademark valuation as an intangible asset of the firm. Quantitative and qualitative marketing research was conducted to process the data mentioned in this article. Quantitative market research was conducted through a questionnaire survey. Qualitative marketing research used case studies in selected SME companies, and based on the research of expert sources and findings, methodology for brand valuation was proposed. This methodology was processed as a manual, which can help SME companies to carry out their own brand valuation within their company without additional costs for external valuation procedures. The benefit of the manual for SME companies is to improve brand management and brand valuation. A strong brand is one of the main factors that enables SME companies to strengthen their position on today’s very competitive market.
Classification-JEL: M31
Keywords: brand, trademark, brand value, functions of a brand, methods of trademark valuation
Journal: Marketing Science & Inspirations
Pages: 35-40
Volume: 12
Issue: 1
Year: 2017
File-URL: https://msijournal.com/ocenovaci-praxe-ochrannych-znamek-v-ceske-republice/
Handle: RePEc:cub:journm:v:12:y:2017:i:1:p:35-40