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The recognition and measurement of brand assets: an exploration of the accounting/marketing interface

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Abstract:

The asset recognition criteria presented in this paper break free from the narrow definitional and rule based perspective of accounting epistemology to offer an alternative view based on the recognition of artefacts and the related notion of separability. The purpose is to explore the nature of a trademarked brand "asset" currently excluded from disclosure in the accounting domain but included in the marketing domain usually as a constituent part of brand equity. That exclusion is based on the 'uniqueness' of a brand and an inability to separate brand assets from the other assets of a business. However, we show that it is actually 'additivity', or the lack thereof, which is the principle reason for the exclusion of brand assets from financial statements. Whilst the paper is inevitably accounting biased, the subject matter is nevertheless of interest to those marketers who view brands as assets.

Keywords: ARTEFACTS; ASSETS; BRAND ASSETS; BRAND EQUITY; INTANGIBLE ASSETS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725708X345489

Publication date: September 1, 2008

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