Skoda Auto tops list of most valuable Czech trademarks

According to research conducted by the financial newspaper Hospodarske noviny, the most valuable Czech brand name is that of Skoda Auto. Second on the list is of brands is state-owned brewer Budejovicky Budvar. And it’s another brewer which comes third in the list, this time Plzensky Prazdroj. The list was compiled by 40 experts on advertising, marketing, finance and law. According to the research, several Czech trademarks are worth billions of crowns each. They include those of Skoda Auto and the two breweries mentioned before, as well as shoemaker’s Bata and the insurer Ceska Pojistovna. According to analyst Ales Michl, trademarks can account for anything between 20% to 50% of a firm’s value. Other brands which made an appearance in Hospodarske noviny’s list of top trademarks were Staropramen, Bohemia Glass and Kofola.