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Oceňování značky jako nehmotného majetku firmy / Valuation of a Trademark as an Intangible Property of a Firm

Thesis deals with the valuation of a trademark as an intangible property of a firm. In the theoretical part is a treatise on the difference between brand and trademark. There is also explained the importance of brand essence and brand building. It also described the area, benefiting from brand valuation. The selected company is subjected to several analysis and the value of its brand is recognized by the method license analogy.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10123
Date January 2008
CreatorsŠťastná, Zuzana
ContributorsHesková, Marie, Vodička, Milan
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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