Brands: the Asset Test

This paper has the implicit theme that there are changes afoot in both the marketing and accounting professions. Explicitly, how changes in the accounting area may affect marketing people is explored. The particular focus is brands, especially their capitalization in the balance sheet of some companies. The controversy around this practice is discussed, and suggestions for the possible impact on marketing outlined. Many companies are already reviewing the way that they manage their brands, and some are. restructuring accordingly. This may be the beginning of many such changes.

The brand valuation and capitalization debate is reviewed from the late 1980s to date. The Accounting Standards Board (ASB) has now released Financial Reporting Standards that relate to the discussion, but do not, as one might hope, conclude it. The standards deal with intangible assets generally, rather than brands specifically. Hence the treatment of brands remains ambiguous and open to interpretation.

Financial reporting systems, which still seem to focus brands as short?term propositions, are far removed from the way that many marketers and some accountants believe brands should be managed. Therefore, it is concluded to be unlikely that these ASB pronouncements will have created a new order.