hh.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Varumärkesvärdering och tillämpningen av ISO 10668
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap.
2018 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: It has become increasingly common to divide the intangible assets into different categories. One of these categories is the value of the brand itself, which can become useful when a brand is being bought, sold and exposed to other legal situations. In order to distinguish the brand, it is necessary to make a valuation of the brand. However, there has been no consensus on how this will happen, which led to the emergence of a new standard, ISO 10668.

Problem: The reliability of brand valuation has been low, as there have been several different ways of valuing a brand and thus resulted in the fact that the valuations are severely divided. In 2010, the standard ISO 10668 was developed to increase the reliability and transparency of brand valuations. But what valuation methods are used to achieve ISO 10668 and a reliable brand valuation?

Purpose: The purpose of the study is to investigate whether the new ISO standard has been accepted and applied in practice. We also want to investigate whether there has been a reduction in the problems that have arisen around brand weather and the methods used to achieve the ISO 10668 standard and a reliable brand valuation.

Method: We have conducted a qualitative study where we interviewed people with good experience in brand valuation. The theoretical frame of reference has been designed for literature, scientific articles and other internet sources.

Conclusion: To valuing a brand can be a costly process and therefore only when there is a specific purpose, for example, for legal, economic or market reasons. In order to make the valuation as credible as possible, experts recommend to comply with the ISO 10668 standard. This is often done at higher valuations or for example acquisitions or litigation. In order to achieve the standard, it is not merely a method used, but is determined by the purpose of valuation. 

Ort, förlag, år, upplaga, sidor
2018. , s. 40
Nyckelord [sv]
Varumärkesvärdering, ISO 10668
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hh:diva-37938OAI: oai:DiVA.org:hh-37938DiVA, id: diva2:1246971
Utbildningsprogram
Bygg- och fastighetsekonomprogrammet
Handledare
Examinatorer
Tillgänglig från: 2018-09-11 Skapad: 2018-09-10 Senast uppdaterad: 2018-09-11Bibliografiskt granskad

Open Access i DiVA

fulltext(1299 kB)85 nedladdningar
Filinformation
Filnamn FULLTEXT02.pdfFilstorlek 1299 kBChecksumma SHA-512
25445d28dc7252a237be94daeb5fdcb6e52c923903befb16d08b25425e03c0400ce58060387e335a6c63c4f4e94a859f3c4d9594dc7a1f9db69e878bc385ce22
Typ fulltextMimetyp application/pdf

Av organisationen
Akademin för ekonomi, teknik och naturvetenskap
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 85 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 158 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf