Brian Buss Moderating INTA Table Topic: Do Brands Belong on Balance Sheets: Implications for TM Practitioners
Although Brand Assets provide great value to their owners, accurate valuation of these assets requires professional skill and judgment. Therefore:
- What are the benefits and disadvantages (pros and cons) of reporting the value of brand assets on corporate financial statements?
- What guideline and procedures should corporations follow when reporting the value of their brand assets on their balance sheets?