SHS Web Conf.
Volume 74, 2020The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019 – Sustainability in the Global-Knowledge Economy
|Number of page(s)||8|
|Section||Behavioral Economics and Finance|
|Published online||10 January 2020|
Trademark evaluation of the selected company in the aspect of globalization
University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic
2 University of Zilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, Univerzitna 1, 010 26 Zilina, Slovak Republic
* Corresponding author: firstname.lastname@example.org
The awareness of intangible assets is growing more and more today. Compared to the past, we are much more aware of the existence of a certain intangible substance which, together with the material substance, constitutes the value of society. Determining the value of an enterprise’s intangible assets on a global scale is becoming increasingly important as the value of an enterprise is not made up of only its tangible assets but its intangible side. An obvious part of intangible assets is also a trademark. The trademark is now much more important for companies, also due to globalization. It is an essential part of the company’s intangible assets, which is very often underestimated and therefore it is necessary to choose the right procedure for determining the value of all its components. As a result of globalization and comprehensive marketing strategies are trademark valuation methods gradually beginning to unite around the world. The main aim of this work was to choose a suitable valuation method of a trademark and to calculate its value in a selected company. We chose this aim because evaluation of the trademark appraisal is very often a difficult topic for businesses and the general public.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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