The chosen financial aspects of brand management
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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