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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Trademark as an Intangible Asset of a Firm
 Kucírková, Jana ; Hesková, Marie (advisor)
The thesis deals with a trademark as an intangible property of the company and it is divided into two parts. The theoretical part attends to an intangible property classification and a usage of a trademark. Further there are presented theoretical aspects of brand management and possible methods of trademark evaluation as an intangible property of the company. The practical part introduces the selected company where a brand research and an analysis of an internal and external environment of a company were conducted. After finishing a financial analysis follows an evaluation of a marketing communication mix and particular brand elements. The second half of the practical part focuses on the alternative trademark evaluation with adequate methods and a proposal of the trademark inscription to the Register of trademarks.
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See also: similar author names
1 Kučírková, Jaroslava
2 Kučírková, Jitka
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