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Brand as an intangible asset

Бренд как нематериальный актив
[journal article]

Shigina, Natalya Sergeevna

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Abstract Purpose: determine the place and role of brand intangible assets. Methodology: investigations are analytical in nature. Results: The analysis of influence of the brand on a reputation for enterprise approaches to the evaluation of the brand as an asset, specify the value of the brand should be reflected in the balance sheet. Practical implications - these studies can be useful for any enterprise.
Keywords evaluation
Classification Marketing
Free Keywords goodwill; intangible assets; reputational assets; asset value; brand; measuring instruments
Document language Russian
Publication Year 2012
Page/Pages 9 p.
Journal Modern Research of Social Problems (2012) 2
ISSN 2218-7405
Status Published Version; peer reviewed
Licence Basic Digital Peer Publishing Licence