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The Impact of Value of Trade Mark on the Value of Company

Management Studies 2020年第2期8卷 172-180页

作者： Bozo Vukoja Antonio Vukoja Universiti Vitez TravnikBosnia&Herzegovina UHY REVIDENT MOSTAR MostarBosnia&Herzegovina

The value of the brand is extremely important for strategic decisions and issues to be taken under management.A number of decisions are based on data related to equity and in particular:decisions about investments in the company,performance of measurement of return,decisions regarding licensing,managing a portfolio,and investing in a brand on different *** of the value of the enterprise may be performed in many ways but there are two basic divisions:methods based on property and methods based on earnings,and the fundamental basis of this method is *** brand of product,in the sense of the name,primarily of the product as well as the company,service,and other forms has been in use for a long *** can say that brand has been existing since the beginning of *** are different definitions of *** most widely used one in literature is the one given by the AMA(American Association of Marketing):Brand is a name,term,symbol,shape,or the combination of these,the purpose of which is to identify the products or services of one or a group of sellers,and to differentiate them from competitors(theirs products and services)(Keller,2003,p.11).In fact,the value of brand is extremely important for strategic decisions and issues in the management.A whole series of decisions are based on data related to brand value,and particularly:decisions about investments in the company,measurement of return on investment in a certain brand,decisions relating to licenses,managing a portfolio of brands in different markets,converting the marketing sector from the cost one to a the profit one,decisions on withdrawing a particular brand from portfolio of brands,and so on.

关键词： brand product consumer strategic tool brand value company value

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Realizing the strategic purpose:Code-switching and style-shifting in conversation

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校园英语 2014年第29期 216-217页

作者：褚亮西安文理学院

Based on Monica Heller(1998)’s assumption about code-swiching, this article is firstly discussing how codeswitching can be purposely utilized as a strategic bilingual tool in ***, to explicate the implications of codeswtiching and style-shifting that may produce potential confusion for readers, it draws similarities and discrepancies between the two terms.

关键词： Code-switching Style-shifting strategic tool Discourse context

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