Brand Assets

A major problem with failing to classify brands as assets is that they are often sold at figures well below their market value. Moreover, stock markets are increasingly recognising the importance of brands to business success. This book asks why brands and intangible assets are not being disclosed by the accounting profession. It is split into three sections, dealing in turn with assets, brands, and the politics of brand assets. The author pushes for the recognition of intangible assets on balance sheets and derives new solutions to the problem of how to do so. He discusses recent key episodes such as the Accounting Standard Board s public hearings into goodwill and intangible assets and the controversial responses to this document. Indeed, he exposes some truly revealing insights into the process of standard setting in respect of intangibles The book features details on the following: An alternative approach to the accounting definition of assets The cognitive assumptions underpinning the accounting recognition of assets Transactions or events and the role of separability The impact of FRS10 on the accounting recognition of intangible assets Breaking the link between brand assets and purchased goodwill The definition and accounting recognition of brand assets A process of consultation, not consensus?