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Why aren't brand names recognized as intangible assets in the financial statements? A study of the subjectivity of brand valuation

Royers, Jade
(2015)

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Royers_23581000_2015.pdf
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Details

Supervisors
Colmant, Bruno
Faculty
Louvain School of Management
Degree label
Master [120] en Ingénieur de gestion
Abstract
The goal of this paper is to determine and to quantify how subjective brand valuation is. To do so, we review the different valuation methods and apply the Hirose model to a sample of 20 US companies from the technology sector. Even if the results vary in function of the rankings we choose as a comparison, we may identify the trend that brands are usually overvalued in those rankings. It explains why internally generated goodwill (which includes brand names) is not recognized as an intangible asset in the financial statements.