IDEAS home Printed from https://ideas.repec.org/p/sek/iacpro/0902940.html
   My bibliography  Save this paper

The Main Factors for Strategic Building of the Brand Value and Methods for Brand Valuation at the Czech Republic Market

Author

Listed:
  • Monika Harantova

    (Faculty of Management, University of Economics, Prague)

  • Petr Svoboda

    (Faculty of Management, University of Economics, Prague)

Abstract

Currently there is a variety of approaches dealing with a brand or trademark valuation. The International Valuation Standards (IVS) and the Valuation under Act No. 151/1997 Coll. on property valuation in relation to trademarks in the territory of Czech Republic can be classified among them. The main goal of this paper is to determine the factors which participate most in strategic building of brand value. These factors could be used as a basis for the proposal of a new method for the valuation trademarks in the Czech Republic. So far, these methods have taken into account only the financial aspects (economic profit, return of investment). The other factors which create a brand value (brand awareness, brand loyalty, emotional association) have not been implemented yet. For this reason, the methodology of International Valuation Rankings, which takes into account valuation based on other previously mentioned components, is also analysed in the article.

Suggested Citation

  • Monika Harantova & Petr Svoboda, 2014. "The Main Factors for Strategic Building of the Brand Value and Methods for Brand Valuation at the Czech Republic Market," Proceedings of International Academic Conferences 0902940, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:0902940
    as

    Download full text from publisher

    File URL: https://iises.net/proceedings/14th-international-academic-conference-malta/table-of-content/detail?cid=9&iid=25&rid=2940
    File Function: First version, 2014
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Brand; Brand management; Brand value; Brand equity; Brand attitude; Methods for brand valuation; International valuation standards;
    All these keywords.

    JEL classification:

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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sek:iacpro:0902940. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: https://iises.net/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.