VALUATING WINE BRANDS USING THE BRAND FINANCE METHOD A CASE STUDY (CROSBI ID 629585)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
(Tolušić, Zdravko ; Odobašić, Sandra ; Tolušić, Marija)
engleski
VALUATING WINE BRANDS USING THE BRAND FINANCE METHOD A CASE STUDY
Brand is a specific intagible asset which is nowadays in many companies one of the most important assets, in particular because of the economic and financial effects that brands have. Brands influence not only consumers choice, the employees and investors, but also public authorities and the general public. In the world of endless possibilities, such an impact is of utmost importance for markets success and will provide added value to shareholders. This is the reason why strategic decision - making of the management is increasingly focused on value growth asset management. Moreover, brands are specific since in many cases they outlive their companies and have a number of different owners during their life-cycle. However, brands have to be not only identified, but also valuated.
(valuating brands; intangible assets; market successprofitability of business; company value)
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Podaci o prilogu
1106-1115.
2015.
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objavljeno
Podaci o matičnoj publikaciji
INTERDISCIPLINARY MANAGEMENT RESEARCH IX
(Barković, Dražen ; Runzheimer, Bodo)
Opatija:
1847-0408
Podaci o skupu
INTERDISCIPLINARY MANAGEMENT RESEARCH IX
predavanje
14.05.2015-16.05.2015
Opatija, Hrvatska