THE VALUATION OF BRANDS AS AN INTANGIBLE ASSET: OVER ESTIMATION OR UNDER ESTIMATION OF A COMPANY’S WORTH? Cover Image

THE VALUATION OF BRANDS AS AN INTANGIBLE ASSET: OVER ESTIMATION OR UNDER ESTIMATION OF A COMPANY’S WORTH?
THE VALUATION OF BRANDS AS AN INTANGIBLE ASSET: OVER ESTIMATION OR UNDER ESTIMATION OF A COMPANY’S WORTH?

Author(s): Emmanuel Selase Asamoah
Subject(s): Business Economy / Management, Globalization
Published by: Masarykova univerzita
Keywords: Brand; value; valuation; intangible assets;
Summary/Abstract: The value of a brand is an important asset for businesses in this era of globalization. Brands are different from other assets because they are intangible in nature. Reputable brands have over the years served as a source of competitive advantage for firms. However, there are still different opinions among marketers and financial accountants on whether to include the value of a brand in the balance sheet of firms. The bone of contention is not about whether the brandis an asset or not, but rather about the methods that can be used to provide a comprehensive evaluations that will be acceptable by the various stakeholders of a business.