The valuation of brands as an intangible asset: over estimation or under estimation of a company?s worth?
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43867476" target="_blank" >RIV/70883521:28120/11:43867476 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
The valuation of brands as an intangible asset: over estimation or under estimation of a company?s worth?
Original language description
The value of a brand is an important asset for businesses in this era of globalization. Brands are different from other assets because they are intangible in nature. Reputable brands have over the years served as a source of competitive advantage for firms. However, there are still different opinions among marketers and financial accountants on whether to include the value of a brand in the balance sheet of firms. The bone of contention is not about whether the brand is an asset or not, but rather aboutthe methods that can be used to provide a comprehensive valuations that will be acceptable by the various stakeholders of a business. This study explores the various methods used in the valuation of brands and their implications on the value of the firm. In doing this, brand valuation methods are discussed and the implications of the use of the various methods are provided. The study concludes by giving recommendations as to how managers must approach the phenomenon of brand valuation i
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
—
Result continuities
Project
—
Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Sborník příspěvků z mezinárodní konference Evropské finanční systémy 2011
ISBN
978-80-210-5509-4
ISSN
—
e-ISSN
—
Number of pages
1
Pages from-to
8
Publisher name
Masarykova univerzita v Brně
Place of publication
Brno
Event location
Brno
Event date
Jun 3, 2011
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—