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- Title
OCEŇOVACÍ PRAXE OCHRANNÝCH ZNÁMEK V ČESKÉ REPUBLICE.
- Authors
Harantová, Monika; Hesková, Marie
- 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.
- Subjects
SMALL business; TRADEMARK licenses; BRAND equity; VALUATION policy; MARKETING research; STANDARDS; MANAGEMENT
- Publication
Marketing Science & Inspirations, 2017, Vol 12, Issue 1, p35
- ISSN
1338-7944
- Publication type
Article