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

Managerial Auditing Journal

ISSN: 0268-6902

Article publication date: 1 January 1991

Abstract

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.

Keywords

Citation

McWilliam, G. and de Chernatony, L. (1991), "Accounting and Auditing for Brands: What Exactly Are We Valuing?", Managerial Auditing Journal, Vol. 6 No. 1. https://doi.org/10.1108/EUM0000000001768

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited