The Impact of Value of Trade Mark on the Value of Company  

作　　者：Bozo Vukoja Antonio Vukoja 

机构地区：[1]Universiti Vitez,Travnik,Bosnia&Herzegovina [2]UHY REVIDENT MOSTAR,Mostar,Bosnia&Herzegovina

出　　处：《Management Studies》2020年第2期172-180,共9页管理研究（英文版）

摘　　要：The value of the brand is extremely important for strategic decisions and issues to be taken under management.A number of decisions are based on data related to equity and in particular:decisions about investments in the company,performance of measurement of return,decisions regarding licensing,managing a portfolio,and investing in a brand on different markets.Evaluation of the value of the enterprise may be performed in many ways but there are two basic divisions:methods based on property and methods based on earnings,and the fundamental basis of this method is earning.The brand of product,in the sense of the name,primarily of the product as well as the company,service,and other forms has been in use for a long time.We can say that brand has been existing since the beginning of market.There are different definitions of brand.The most widely used one in literature is the one given by the AMA(American Association of Marketing):Brand is a name,term,symbol,shape,or the combination of these,the purpose of which is to identify the products or services of one or a group of sellers,and to differentiate them from competitors(theirs products and services)(Keller,2003,p.11).In fact,the value of brand is extremely important for strategic decisions and issues in the management.A whole series of decisions are based on data related to brand value,and particularly:decisions about investments in the company,measurement of return on investment in a certain brand,decisions relating to licenses,managing a portfolio of brands in different markets,converting the marketing sector from the cost one to a the profit one,decisions on withdrawing a particular brand from portfolio of brands,and so on.

关 键 词：BRAND product CONSUMER strategic tool brand value company value 

分 类 号：F42[经济管理—产业经济]