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

Monika Harantova () and Petr Svoboda ()
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Monika Harantova: Faculty of Management, University of Economics, Prague
Petr Svoboda: Faculty of Management, University of Economics, Prague

No 902940, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

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.

Keywords: Brand; Brand management; Brand value; Brand equity; Brand attitude; Methods for brand valuation; International valuation standards (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2014-12
New Economics Papers: this item is included in nep-ipr, nep-pr~, nep-mkt and nep-tra
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Published in Proceedings of the Proceedings of the 14th International Academic Conference, Malta, Dec 2014, pages 156-164

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