Problematika definice značky pro účely jejího ocenění
| Title in English | The issue of brand definition for the pourpose of the brand valuation |
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| Authors | |
| Year of publication | 2016 |
| Type | Article in Proceedings |
| Conference | MEZINÁRODNÍ MASARYKOVA KONFERENCE PRO DOKTORANDY A MLADÉ VĚDECKÉ PRACOVNÍKY |
| MU Faculty or unit | |
| 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. |
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