Abstract:

The paper addresses the issue of the place of trademarks in the company's resources and the use of such resources in business activity. The concepts of trademark and brand were distinguished, specifying their definitions. The considerations were also focused on the concept of their legal protection. The objectives of trademark valuation were described, and income methods were indicated as being among those that best estimate their value, based on generating future economic benefits. Particular emphasis was focused on the definition of discounting itself and the discount rate as the cost of the company capital.