INPROFORUM 2009

The chosen financial aspects of brand management
Kristýna Karešová

Language: cs
Last modified: 2013-09-02

Abstract


The often discussed problem is nowadays the brand valuation. Especially in foreign specialized literature we can meet many approaches to determine brand value. The aim of this contribution is to briefly define the brand as a part of the company`s intangible assets and describe the means of its valuation. The partial aim is to explain the basic metrics used to brand equity valuation.


Keywords


brand management, brand equity, brand valuation, metrics of branding

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