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Teoretické a praktické aspekty budování brandu
Kachanovska, Valeriia ; Halík, Jaroslav (advisor) ; Malý, Josef (referee)
The purpose of this thesis is to analyse existing tools for developing the concept of a brand that allow a systematic approach in their design and to propose ideas for improvement of these tools. The research object is the concept of building a brand according to the "Who? What? How?" Brand Building Framework. From the brand development of the portable digital player iPod, used as an example in thesis, the practical use of this model is analysed and a short evaluation of its effectiveness is performed.
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Analysis of sales policy autorized company in terms of international trade
HAUSEROVÁ, Marcela
Bachelor thesis is responsible for analysis of the current status of sales policy, autorized companies selected in terms of international trade and find concrete steps to expand the specialized sales abroad. The situation analysis has been evaluated the best alternative for the company - the strategy of developing the market. It was found that the company has followed a dominant position in the global market for the sale of a small forest and garden machinery. Its aim is to maintain the position of leader in the international market and efforts to gain new markets in other geographical areas with the ability to generate indirect commercial network using specialized retail stores. The company is forced to constantly invest in research and development of their products to deal with a massive global campaign to reduce costs and gaining economies of scale by setting up assembly plants in countries with cheaper labour in the form of affiliation.
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Licence agreement to the objects of industrial property
Brázdová, Jana ; Malý, Josef (advisor) ; Halík, Jaroslav (referee)
Licence agreement is one of the most important tools when trading with intangibles. The goal of this thesis is to summarize the theoretical concept related to licence, licence agreement and protection of the industrial property and its practical application on the particular licence agreement. The introductory chapter is focused on division of intangible goods and features of respective forms of industrial property. Main focus is devoted to the part about types of licences and concluding licence agreement.
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Trademarks and licensing agreements for trademarks
Šístková, Michaela ; Boháček, Martin (advisor) ; Macek, Jiří (referee)
Diploma thesis deals with trademarks and licensing agreements for trademarks. The work evaluates and assesses the effectiveness of the legislation in connection with its application by the conclusion of license agreements in practice. The first chapter of the work focuses on the international and the community sources of legislation which are the basis for national adaptation. Another part is devoted to analysis of the constitution of the trade marks legislation significant for the conclusion of license agreements and to the assessment of their effectiveness, clarity and understandability in relation to practice. The third chapter assesses the constitution of the Commercial Code governing the licence agreemants and points to the frequent types of violations of licensing. It is a recommendation for the consclusion of licensing agreements for the mark without any problems.
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Valuation of trademarks of Choceňská mlékárna s.r.o.
Zíková, Lucie ; Svačina, Pavel (advisor) ; Jurečka, Jan (referee)
The thesis is focused on the intangible assets, particularly trademarks. In the beginning it deals with the classification of intangible assets and its conception by the Czech legislation and International Valuation Standards. The main part of the work relates to trademark legislation, classification by various criteria and functions. It gets on with a description of the valuating methods. Practical part includes the valuation of trademarks in a concrete example.
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License agreement in international trade
Török, David ; Malý, Josef (advisor)
The purpose of this work is to summarize and explain the context around the licenses, license agreements and protection of intangible goods, with the main focus on industrial property, in particular, inventions, designs, utility models and trademarks. The first part is about clasiffication of intangible goods and characteristics of industrial property. Next part deals with the protection of intangible goods, particularly from the international point of view, i.e. international conventions and organizations. It also includes comparison of protection in the three major economic centers - Europe, USA and Japan. Next part deals with the license agreement. From the explanation of the concept of a license, through the reasons leading to such relations, to the procedure of negotiating about the license agreement and its content, including a model of patent licensing agreements.
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Valuation of a Trademark as an Intangible Property of a Firm
Hadáčková, Lenka ; Hesková, Marie (advisor)
This diploma thesis engages in the growing importance of the industrial property in the present world. The aim of my work is valuation of a trademark as an intangible property of a firm. This work is divided into two parts. The first part of thesis describes term of trademark and brand, partition of intangible property in czech legislation. Follows describtion procedure of the specific trademark valuation. The second part of thesis describes the procedure of the specific trademark valuation using cost-method, relief from royalty method and multi-period excess earnings method. In conclusion of the thesis there are evaluations of using methods and procedures.
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Valuation of a Trademark as an Intangible Property of a Firm
Šťastná, Zuzana ; Hesková, Marie (advisor) ; Vodička, Milan (referee)
Thesis deals with the valuation of a trademark as an intangible property of a firm. In the theoretical part is a treatise on the difference between brand and trademark. There is also explained the importance of brand essence and brand building. It also described the area, benefiting from brand valuation. The selected company is subjected to several analysis and the value of its brand is recognized by the method license analogy.
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