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Title:

The value of a trademark

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Creator:

Sichel, Debora Lacs

Subject and Keywords:

brand ; trademarks ; value ; marka ; znak handlowy ; wartość

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics, 2017, Nr 474, s. 65-76

Abstrakt:

The paper discusses how trademarks are legally regulated, and how their value is established, considering trademarks in the context of products and services, brands, and innovation processes. The author analyses how the aforesaid factors condition consumer’s way of perceiving trademarks, pointing out that what a man needs is not what a consumer buys. The author concludes that the above-mentioned factors have a decisive impact on establishing the value of a trademark. They may not have a direct influence on physical assets of a titleholder, but they impact plans made by the management in order to advertise a product or a service

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2017

Resource Type:

artykuł

Format:

application/pdf

Resource Identifier:

doi:10.15611/pn.2017.474.06

Language:

eng

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2017; Nr 474 ; Global Challenges of Management Control and Reporting

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-NC-ND 3.0 PL

Location:

Uniwersytet Ekonomiczny we Wrocławiu