METHODS OF TRADEMARK EVALUATION
METHODS OF TRADEMARK EVALUATION
Author(s): Eduard Hyránek, Ivona ĎurinováSubject(s): Media studies, Financial Markets, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; brand name; evaluation; evaluation methods; marketing; trademark;
Summary/Abstract: The value of trademarks became important when companies began to realize that the value of these brands is an essential part of the company value. The terms brand and trademark are often interchanged. To clarify, a trademark is used in the economical and marketing fields and a brand is a legal concept. Simply put a trademark is a registered brand name under the competent authority. Since medium and large companies spend considerable resources on advertising and marketing to sell their products or services under their brand it is necessary to protect them from unauthorized use. On one hand a trademark is used to present the prestige of a certain company while on the other hand it saves costs and brings greater returns. This impact on business can be quantified as trademark value.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 104-113
- Page Count: 10
- Language: English