Some Remarks to Specifics of Brand Valuation in Slovakia

Maria Misankova (), Jana Kliestikova () and Anna Krizanova ()
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Maria Misankova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Jana Kliestikova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Anna Krizanova: University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics

No 5107681, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: One of the most important intangible asset of the company is brand. Therefore, it is important not only to successfully manage brand of the company, but also to provide brand valuation on a regular basis. In order to assess the value of individual brand can be used numerous models developed worldwide. These models are based on different input data and evaluation methodologies. The presented study provides critical literature review of disharmonies in the brand definitions and presents comprehensive overview of approaches and models applied for the brand valuation worldwide, as well as in the Slovak Republic. Based on these we have detected main limitations and deficiencies of these models emphasizing the necessity to design a brand valuation model founded on the specific conditions of Slovakia.

Keywords: Brand; valuation; brand assessment; brand valuation models (search for similar items in EconPapers)
JEL-codes: M31 M41 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2017-05
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Published in Proceedings of the Proceedings of the 29th International Academic Conference, Rome, May 2017, pages 73-81

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:5107681

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