Naslov
VALUATING WINE BRANDS USING THE BRAND FINANCE METHOD A CASE STUDY

Autori
(Tolušić, Zdravko ; Odobašić, Sandra ; Tolušić, Marija)

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
INTERDISCIPLINARY MANAGEMENT RESEARCH IX / (Barković, Dražen ; Runzheimer, Bodo) - Opatija, 2015, 1106-1115

Skup
INTERDISCIPLINARY MANAGEMENT RESEARCH IX

Mjesto i datum
Opatija, Hrvatska, 14.05.2015. - 16.05.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
(valuating brands; intangible assets; market successprofitability of business; company value)

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA