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1. THE HIDDEN TREASURES OF BUSINESSES 12 2. INTRODUCTION 14 3. DISTINCTIONS & CATEGORIES OF INTANGIBLE ASSETS 17 3.1 TANGIBLE AND INTANGIBLE ASSETS 17 3.2 CATEGORIZATIONS OF INTANGIBLE ASSETS 19 3.3 CONCEPTUAL DEFINITION OF INTELLECTUAL CAPITAL 21 3.4 CATEGORIES OF INTELLECTUAL CAPITAL 23 4. COMPETITIVE ADVANTAGES 25 4.1 COMPETITIVE ADVANTAGES & INTANGIBLE ASSETS 25 4.2 CONCEPTUAL APPROACH TO COMPETITIVE ADVANTAGE 26 4.3 APPLICATION OF THE COMPETITIVE ADVANTAGE 28 5. DISCUSSING FOR INTANGIBLE ASSETS 29 5.1 UNDERSTANDING INTANGIBLE ASSETS 29 5.2 THE IMPORTANCE OF INTANGIBLE ASSETS 31 5.3 INTANGIBLE GOODS AS VALUE GUIDES 33 5.4 HIDDEN VALUES IN MODERN BUSINESS 35 5.5 INTANGIBLE ASSETS AND FINANCIAL RECOGNITION 38 5.6 DIFFICULTIES IN ASSESSING INTANGIBLE ASSETS 40 5.7 COMMON WAYS OF EXPLOITING INTANGIBLE ASSETS 41 OPENING THE CHEST OF THE HIDDEN TREASURES! 42 6. MARKETING INTANGIBLE ASSETS 44 6.1 Introduction to Brands and Trademarks 44 6.2 Brand Definitions 46 6.3 Brand Identity 47 6.4 Recognition of the value of brands 48 6.5 The goodwill of the brand 49 7. INNOVATION INTANGIBLE ASSETS 50 7.1 Definition of patent 50 7.2 Reasons for patenting 52 7.3 Law framework of patent 53 7.4 Adv

Author

Ioannis Evgenidis & Ioannis Evgenidis

Language

EN