Radoslav Škapa











                                        Value of trademarks
                                       (Tambor\Fabrika 2004)

World

•      Coca-Cola (70,5 mld$)

•      Microsoft (65,2)

•      IBM (51,8)

•      GE (42,3)

•      Intel (31,1)

•      Nokia (29,4)

•      Disney (28,0)

•      McDonald’s (24,7)

•      Marlboro (22.2)

Czech Republic  (based on consumers’ satisfaction)

•       Nokia

•       Tatranky

•       Bohemia

•       Nova

•       Pilsner Urquell

•       Tradiční české brambůrky

•       Orbit

•       Pickwick

•       Mattoni

•       Jar



                                 Advertising expenditure per capita











                                 Advertising and Czech population 









                                       Advertising and ethics