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Brand as an intellectual property of an enterprise

Keywords:

E.N. Gorlacheva – Ph. D. (Econ.), Bauman Moscow State Technical University
I.N. Omelchenko – Dr.Sc. (Eng.), Dr.Sc. (Econ.), Bauman Moscow State Technical University


The evaluation of intellectual property is a relevant task which gives the opportunity to get profits from monopolistic possession of exclusive rights. If these rights are evaluated objectively, correctly executed, have legal safeguard, and have a great run, they transform to liquid assets. This kind of assets – intangible assets – is of extremely importance for high technology enterprises. Often namely this component of value put a great impact of general value of an enterprise. Brand allows clients to select a product from the competitors’ ones and intensify multistage process of buying a product up to two stages: understanding of a problem and a purchase.
References:

  1. Lopatin V.N. O sostoyanii pravovoj oxrany' i zashhity' intellektual'noj sobstvennosti v Rossijskoj Federaczii v 2010 godu. Analiticheskij doklad. M.: Izd-e Soveta Federaczii. 2011. 438 s.
  2. Judin D.B., Judin A.D. E'kstremal'ny'e modeli v e'konomike. M.: URSS. 2010. 312 s.

June 24, 2020
May 29, 2020

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