Teoretyczne aspekty wyceny marki korporacyjnej
Theoretical aspects of a corporate brand valuation

Summary/Abstract: A growing importance of a trademark value is observed in the enterprises valuation nowadays. The corporate brand value of the world's largest companies is up to 90% of their market value. The authors systematized concepts related to the valuation of corporate brands and proposed the method of a trademark (corporate brand) valuation based on the economic value added („EVA”).

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