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Tony Tollington

Brand Assets (The Wiley Finance Series)

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ISBN: 047084423X, 9780470844236
Издательство: John Wiley & Sons
Can a brand qualify as an asset? Intangible assets are by their very nature difficult to value. Much confusion has existed over the classification of brands as assets and it has often been the case that purchased brands (brands with a firm value attachedto them) have been included on balance sheets. However, those brands nurtured and developed by the company have not, despite their obvious importance to a company's trade. In this book Tony Tollington exposes the inconsistencies with the valuationof brands. He looks at new approaches to the definition of brands and other intangibles as assets that allows them to be separated and valued in their own right, independently from the physical business of the company itself. This book demonstratespractical ways forward to achieve realistic valuation of such assets within the current age.