Proceedings of the 18th International Academic Conference, London

BRAND VALUATION PRACTICES OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THE CZECH REPUBLIC

MONIKA HARANTOVA, PETR SVOBODA

Abstract:

A brand (respectively trademark) can become a valuable intangible asset of a company, if built and managed correctly. From a customer perspective, the brand grants a guarantee of quality and simultaneously, it represents a strong competitive advantage for a producer or a service provider due to the differentiation of their products and services. The primary objective of this paper is to clarify the valuation practices of small and medium enterprises (SME) in the Czech Republic, based on several case studies. The secondary objective of the article is to point out the valuation differences which arise when using different valuation methods.

Keywords: Brand, Brand equity, Brand management, Brand value, Methods for brand valuation

DOI: 10.20472/IAC.2015.018.042

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