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Valuation practice of trademarks in the Czech Republic

Author

Listed:
  • Monika Harantová

    (University of Economics and Business Prague, Prague, Czech Republic)

  • Marie Hesková

    (The College of European and Regional Studies, České Budějovice, 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.

Suggested Citation

  • Monika Harantová & Marie Hesková, 2017. "Valuation practice of trademarks in the Czech Republic," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 12(1), pages 35-40.
    • Handle: RePEc:cub:journm:v:12:y:2017:i:1:p:35-40
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    File URL: https://msijournal.com/ocenovaci-praxe-ochrannych-znamek-v-ceske-republice/
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    More about this item

    Keywords

    brand; trademark; brand value; functions of a brand; methods of trademark valuation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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