Naslov
SOME ISSUES OF BRAND VALUE IN INTERDISCIPLINARY TEXTILE ECONOMY

Autori
Novak, Ivan ; Bihar, Željko ; Benjak Franjo

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

Izvornik
Book of Proceedings 9th International Textile, Clothing & Design Conference – Magic World of Textiles 2018 / Dragčević, Z. ; Hursa Šajatović, A ; Vujasinović, E. (ur.). - Dubrovnik : Tekstilno-tehnološki fakultet Sveučilišta u Zagrebu, 2018, 302-307

Skup
9th International Textile Clothing & Design Conference: Magic World of Textiles (ITC&DC 2018)

Mjesto i datum
Dubrovnik, Hrvatska, 07.10.2018. - 10.10.2018

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand value, brand equity, value added, tangible & intangible assets, IP valuation

Sažetak
Business entities, so the one in the interdisciplinary textile economy, operate with care due to the name of business entity, trademark, know-how, intellectual property and other assets which are important to business operations. Brand value consists of many different factors. Value refers to the financial aspect and outside-based psychological indicators that arise from the consumer's and market point of view along with many other factors. However, Total brand value (TBV) is financially expressed value, which can and should be used for the managing of business operation. Thus, this paper deals with TBV as a valuable instrument for the business operation purposes. In accordance to this aim, this paper analyzes many issues and aspects of TBV, its usage and possible aspects of calculation.

Izvorni jezik
Engleski

POVEZANOST RADA