| Author: | Fu, Guoqun |
| Title: | On investment in trademark assets (original in Chinese) |
| Journal: | Finance and Trade Economics (c)
1996 : 10, p.28-34 |
| Index terms: | TRADE MARKS ASSETS INVESTMENT |
| Language: | chi |
| Abstract: | Trade mark assets include trademarks' popularity, their quality images, thinking associated with trademarks, brand loyalty as well as exclusive assets adhering to trademarks. So the investment in trademark assets should be confined to the activities which are directly associated with products' quality, their images and creation of product discrepancy. To evaluate trademark investment, we should consider comprehensively the factors in two aspects--business growth, returns on investment rather than evaluate it simply by the growth of market shares or from the angle of profits. To do so, we had better use the method of "the flow of cash of present value". As the orientation and structure of brand investment would affect directly the returns on investment, we should attach importance to both quality and quantity. |
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