Важливість цінності бренду з позиції активів компанії

Abstract

Because of the economic and social changes in the past few decades, intangible assets, including the brand, play an increasingly decisive role in the economy, in the strategy formulation and in the business decisions of companies. Despite all of these, claiming the lack of a reliable measurement model, the current treatment of brand value in accounting, and thus its presentation in the financial statement is still unresolved, even though thanks to the transformation of the economy and market demands, many methods of brand valuation have emerged in theory and in practice as well. By using practical examples, the aim of this paper is to examine the importance of brands in the operation of companies, the weight of its value compared to the companies’ assets, and the legitimacy of the obstacle formulated by the standard setters, who are stating the lack of a reliable measurement model. The method used in this research is the case study research method that belongs to the paradigms of qualitative field research. By using the example of two well-known brands, it was verified that the brand plays an important role in the business decisions of the owner companies. The examined data also highlighted that the weight of the brand value is particularly significant in the reflection of the companies’ assets on the balance sheet, which proves that the stakeholders of the companies should receive information about it. Furthermore, it was concluded that the standard deviation of the results of the models currently used by the brand evaluation companies is too high in terms of the potential recognition on the balance sheet, so it is recommended to present the brand value in another way. The examination of the brand value of other companies using the case study method should be the subject of further research, which can provide a basis for finding the most effective way for stakeholders to get information about brand value, thereby eliminating criticisms of the financial statements’ usefulness in this regard.