METHODS OF TRADEMARK EVALUATION
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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.
Authors and Affiliations
Eduard Hyránek, Ivona Ďurinová
Keywords
Related Articles
- EP ID EP174349
- DOI -
- Views 88
- Downloads 0
SLOVAK LOVEBRAND AND ITS MARKETING STRATEGIES
Particular chapters of the paper deal with such terms as a brand, a lovebrand or a lovemark. We are going to focus on specific models how to build a worldwide brand, which represents a complex procedure with detailed pla...
MARKETING MANAGEMENT OF SOCIAL SERVICES IN THE REGION
The article reveals peculiarities of functioning of the sphere of state and municipal social services. The study aims to identify the elements of marketing system of state and municipal social institutions, the role of w...
INTENSITY AND THE WAY OF USING ON-LINE DIGITAL MEDIA WITHIN THE CONTEXT OF OFF-LINE REALITY OF THE YOUNG
The paper is concerned on the characteristics of the young from Generation Z and on their behaviour in terms of offline and online reality of their lives, particularly within the field of interpersonal relations, leisure...
VIRTUAL MASK OF MILLENNIALS
Millennials are the first generation that lives both in a real and a virtual space from a very young age. Creating real identity is influenced by the cyberspace representation of their self and vice versa. The psychologi...
PROTECTION OF AN “AVERAGE CONSUMER” IN THE DIGITAL SOCIETY – EUROPEAN CONTEXT
In light of the conference theme this academic paper deals with the issue of legal protection of consumers in the digital society. The authors describe the concept of a typical consumer to whom legal protection is provid...