Marka a zysk ekonomiczny przedsiębiorstwa na przykładzie wybranych spółek notowanych na GPW w Warszawie
The Brand and economic profit of the company – the case of selected companies listed on the Warsaw Stock Exchange

Summary/Abstract: The purpose of this paper is to provide a method for measuring the effectiveness of the company, based on the modified economic profit and its key component − the return on invested capital (ROIC). The proposed modification concerns the inclusion of brand value in the invested capital. In circumstances when the brand is an important, often key source of value creation for the company, taking into account its value in the calculation of economic profit is crucial for the reliability and completeness of the analysis. The article presents the results of the implementation of proposed methodology on the effectiveness evaluation of selected companies listed on the Warsaw Stock Exchange.

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