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Der Wert internationaler Marken: Ein Ansatz zu seiner Bestimmung auf Basis der hedonischen Theorie

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  • Sander, Matthias

Abstract

Marken als immaterielle Vermögensgegenstände verkörpern nicht selten einen enormen Vermögenswert. Dies gilt insbesondere für Marken mit internationaler Verkehrsgeltung. Die konkrete Bewertung von Marken stößt jedoch auf eine Reihe von Problemen, die in erster Linie im komplexen Wesen von Marken sowie in diversen rechtlichen Regelungen zu suchen sind. In jüngster Zeit ist die Problematik der Markenbewertung sowohl von der Wissenschaft als auch von der Praxis verstärkt aufgegriffen worden, ohne jedoch zu zufriedenstellenden Ergebnissen zu führen. In dem vorliegenden Beitrag wird ein neuer, theoretisch fundierter Ansatz vorgestellt, welcher für die Bewertung internationaler Marken geeignet ist und einzelnen Zwecken der Markenbewertung Rechnung trägt.

Suggested Citation

  • Sander, Matthias, 1994. "Der Wert internationaler Marken: Ein Ansatz zu seiner Bestimmung auf Basis der hedonischen Theorie," Tübinger Diskussionsbeiträge 35, University of Tübingen, School of Business and Economics.
    • Handle: RePEc:zbw:tuedps:35
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    References listed on IDEAS

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    1. Jean-Noël Kapferer, 1992. "Die Marke, Kapital des Unternehmens," Post-Print hal-00788645, HAL.
    2. Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb..
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