Problematika definice značky pro účely jejího ocenění

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Title in English	The issue of brand definition for the pourpose of the brand valuation
Authors	SKALICKÝ Roman
Year of publication	2016
Type	Article in Proceedings
Conference	MEZINÁRODNÍ MASARYKOVA KONFERENCE PRO DOKTORANDY A MLADÉ VĚDECKÉ PRACOVNÍKY
MU Faculty or unit	Faculty of Economics and Administration
Citation
web	http://www.vedeckekonference.cz/index.php?option=com_content&view=article&id=82&Itemid=66&lang=en
Field	Economy
Keywords	brand; brand value; brand definition
Description	The aim of this paper is to determine the role of brand definition in the issue of valuation. The paper explores the interdisciplinary basis of brand, the most widely used brand definition, different views on the issue of brand value and its resources and influence on the brand, and methods for valuing brands featured in the Czech Republic and abroad.
Related projects:	Behaviorální a znalostní aspekty obchodování a oceňování finančních aktiv