Brand Valuation Accounting definition

Brand Valuation and the Tooth Fairy  August 21, 2011 – 02:42 am
A very wide definition


Just because we desperately wish for something to be true does not make it so.  This applies to the tooth fairy (sorry kids) and it applies to brand valuation.

Many people believe that opportunity to list brand value on the balance sheet is the panacea that will usher in a new era of respect for the business contribution of marketing.

This is wishful thinking that betrays a fundamental ignorance about the function of the balance sheet and a rosy optimism about the credibility of brand valuation.  Oh, and did I mention that nothing is stopping companies from reporting on the financial value of their brands in the notes to their financial accounts – yet only a tiny fraction choose to do so?

The function of a balance sheet is NOT to be an exhaustive inventory of the assets of a company (I wish it was – and accounting reform is aimed at moving in this direction).  For now, the balance sheet serves as the record of the cumulative total of all the transactions that the company has undertaken.  No transaction, no right to be on the balance sheet.  That is why brands that were acquired can appear on the balance sheet, but not those that are home grown.

Source: Type 2 Consulting

The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications
Book (Wiley)

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Public Nuisance at the New York Times


Monty Pelerin--
"I have refrained from bashing Paul Krugman of the NY Times. Indeed, I barely mention him because I found him embarrassing to be included in the economics profession. He has become such a Public Nuisance,appearing in print and on TV expounding his particular brand of nonsense, that it is difficult to ignore this political opportunist any longer.
Mr. Krugman is ...radictory positions. Most people are unaware that he was paid by Enron. Few understand the contradictions of his past positions with his present ones. A particularly egregious example, for someone who presumes to provide advice as to how to solve today's economic crisis, is his part in its creation. Pogoprinciple reveals how Mr. Krugman advocated the creation of a housing bubble back in 2002..."

You aren't entitled to a new car

The other driver is liable for the actual damages caused to you.
If you weren't driving a brand new car, he didn't destroy a brand new car, and doesn't owe you a brand new car. You are owed the value of your used car, which is generally determined from the actual sales prices of similar used cars in similar condition in your area.
This will generally be less than the asking price a...ppearance. Check the comparable vehicles they list to make sure they really are comparable, not rustbuckets or older model years.
If you want a brand new car, you have to pay the upcharge from your used car. That can be steep -- the "thump thump" when you drive a new car off the dealer's lot is the sound of thousands of dollars falling on the ground when your car goes from "new" to "used."

If you upgrade your car with .. change in value

If you upgrade your car with 4 brand new Michellin tires that cost $500, what kind of change in value can you expect - for Book valuation purposes only - not for resale.

Totaled loss claim on car

Hi i'm going through the insurance company of another party who was responsible for totalling my car, and am running into some issues:
1) i had put in a brand new battery one month prior to the car being totalled and they are giving 20% of its value. does that sound ridculous or what?
2) i had also put in new tires about 1.3 years ago, with only 6000 miles on it. originally they had ...ll and keep the money, and that they will be able to get a lot more than that for the brand new battery and tires. she claims that they don't do that and insists that they pay whatever CCC Valuescope says; that the value assigned are non-negotiable.
does anyone have insight into how this works or recommendations on how to get them to give a fair value for my now totalled car?
thanks

Methodology: How the Latin America rankings were compiled  — Financial Times

Brand valuation is a metric that enables brand owners and the investment community, and others, to evaluate and compare brands. Further, brand valuation enables faster and better-informed decision-making because it helps identify where value is derived.

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