Challenges of presentation of brand value
Empirical study on technology and luxury brands
DOI:
https://doi.org/10.14267/VEZTUD.2024.KSZ.03Keywords:
brand value, accounting, financial statement, technology brands, luxury brandsAbstract
The brands, as other intangible assets, play an increasingly decisive role in the economy, but their treatment in accounting shows difficulties. The aim of the current study is to examine the importance of brand, its presentation, and the size and significance of brand value through practical examples and address the problem of subjectivity in measurement. The study employed the comparative case study research method, which is a component of the qualitative field research paradigm. With the help of the cases of technology and luxury brands, it was verified that the brands play an outstanding role in the operation, pricing policy, and acquiring activities of companies. The research also concluded that the market value of brands compared to the assets presented in the companies’ balance sheets is significant; furthermore that, in the case of internally generated brands, the way of presentation, while in the case of purchased brands, their evaluation represents a challenge.
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