29th International Academic Conference, Rome

SOME REMARKS TO SPECIFICS OF BRAND VALUATION IN SLOVAKIA

MARIA MISANKOVA, JANA KLIESTIKOVA, ANNA KRIZANOVA

Abstract:

One of the most important intangible asset of the company is brand. Therefore, it is important not only to successfully manage brand of the company, but also to provide brand valuation on a regular basis. In order to assess the value of individual brand can be used numerous models developed worldwide. These models are based on different input data and evaluation methodologies. The presented study provides critical literature review of disharmonies in the brand definitions and presents comprehensive overview of approaches and models applied for the brand valuation worldwide, as well as in the Slovak Republic. Based on these we have detected main limitations and deficiencies of these models emphasizing the necessity to design a brand valuation model founded on the specific conditions of Slovakia.

Keywords: Brand, valuation, brand assessment, brand valuation models,