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Some Remarks to Specifics of Brand Valuation in Slovakia

Author

Listed:
  • Maria Misankova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

  • Jana Kliestikova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

  • Anna Krizanova

    (University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics)

Abstract

One of the most important intangible asset of the company is brand. Therefore, it is important not only to successfully manage brand of the company, but also to provide brand valuation on a regular basis. In order to assess the value of individual brand can be used numerous models developed worldwide. These models are based on different input data and evaluation methodologies. The presented study provides critical literature review of disharmonies in the brand definitions and presents comprehensive overview of approaches and models applied for the brand valuation worldwide, as well as in the Slovak Republic. Based on these we have detected main limitations and deficiencies of these models emphasizing the necessity to design a brand valuation model founded on the specific conditions of Slovakia.

Suggested Citation

  • Maria Misankova & Jana Kliestikova & Anna Krizanova, 2017. "Some Remarks to Specifics of Brand Valuation in Slovakia," Proceedings of International Academic Conferences 5107681, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:5107681
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    File URL: https://iises.net/proceedings/29th-international-academic-conference-rome/table-of-content/detail?cid=51&iid=022&rid=7681
    File Function: First version, 2017
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    More about this item

    Keywords

    Brand; valuation; brand assessment; brand valuation models;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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