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National Repository of Grey Literature

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Valuation of trademarks Karlovarska Becherovka a.s. Chabová, Zuzana ; Svačina, Pavel (advisor) ; Jára, Karel (referee) The aim of this thesis is to evaluate the trademark portfolio of the company Karlovarska Becherovka a.s. At the beginning I am preparing a qualitative model, which is used to choose an appropriate method to evaluate the trademarks. Consequently, I am evaluating Karlovarska Becherovka trademarks and determining the economic value added of all intangible assets. Finally, it addresses a question of the proportion of the company value that is represented by intangible assets and by trademark portfolio. Detailed record

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