The valuation of brands as an intangible asset: over estimation or under estimation of a company?s worth?

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The valuation of brands as an intangible asset: over estimation or under estimation of a company?s worth?

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

The valuation of brands as an intangible asset: over estimation or under estimation of a company?s worth?

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Sborník příspěvků z mezinárodní konference Evropské finanční systémy 2011

ISBN

978-80-210-5509-4

ISSN

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e-ISSN

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Počet stran výsledku

1

Strana od-do

8

Název nakladatele

Masarykova univerzita v Brně

Místo vydání

Brno

Místo konání akce

Brno

Datum konání akce

3. 6. 2011

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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