Accounting and Auditing for Brands: What Exactly Are We Valuing?

There is increasing interest in brand valuation as brands have started to appear as intangible assets on the balance‐sheet. Their appearance on the balance‐sheet may lead to misleading financial information if accountants and auditors do not fully understand how brands are developed; their strategic value; and how they are used by those who buy them. It is intended to clarify the role of brands within both the marketplace and the strategic armoury of the company, so that the financial world may appreciate the value and difference between real and spurious brands, and more precise methodologies may be developed for their valuation.