A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. Brand building is not just about design but also strategy, which is even more important in the process. The result of brand building is the potential to represent a certain value for the company. However, sustaining and improving a brand’s position in the market is not a simple process in the current competitive environment. Therefore, there is scope for application of new marketing strategies such as sensory marketing. Sensory marketing represents a way for companies to influence consumers’ senses (sight, hearing, smell, touch, taste) and evoke the emotions affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review on the issue from several foreign and domestic authors. It discusses the essence of a brand, brand value, sensory marketing and also analyses its use as a support tool for building brand value in practice through secondary research data. Based on this, in conclusion, the authors highlight the benefits of using sensory marketing for building brand value, including ensuring loyalty of standing customers as well as gaining new ones, building a successful brand and positive perception of the brand and product by users.

The awareness of intangible assets is growing more and more today. Compared to the past, we are much more aware of the existence of a certain intangible substance which, together with the material substance, constitutes the value of society. Determining the value of an enterprise’s intangible assets on a global scale is becoming increasingly important as the value of an enterprise is not made up of only its tangible assets but its intangible side. An obvious part of intangible assets is also a trademark. The trademark is now much more important for companies, also due to globalization. It is an essential part of the company’s intangible assets, which is very often underestimated and therefore it is necessary to choose the right procedure for determining the value of all its components. As a result of globalization and comprehensive marketing strategies are trademark valuation methods gradually beginning to unite around the world. The main aim of this work was to choose a suitable valuation method of a trademark and to calculate its value in a selected company. We chose this aim because evaluation of the trademark appraisal is very often a difficult topic for businesses and the general public.

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