BRAND ACCOUNTING IN FUNCTION OF THE RETENTION OF BUSINESS VALUE

Sonja Brlecic Valcic () and Dora Hodzic ()
Additional contact information
Sonja Brlecic Valcic: Saipem S.p.A., Croatian Branch, Rijeka

Economic Thought and Practice, 2016, vol. 25, issue 1, 127-144

Abstract: The need to establish the value of the brand as a key input into the creation and preservation of the total value of the company has been recognized along with the need to establish better methodologies of company evaluation. Although from the nineteen eighties various models and approaches for monitoring and evaluation of the brand have been developed, neither of them has fully met the requirements of the internal and external users of such information. The paper provides a critical review of the problem definition regarding the brand accounting in the context of financial and managerial accounting, and proposes the approach concept for monitoring the value of brand equity in the context of creation and retention of the economic value of the company. The proposed accounting model for monitoring the effectiveness of the brand puts business organization into the context of modern business strategy and assumes recognition of the importance of the brand development as capital at all business levels.

Keywords: brand accounting; brand equity; evaluation; creation and retention of value (search for similar items in EconPapers)
JEL-codes: M31 M41 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hrcak.srce.hr/index.php/clanak/236037 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:avo:emipdu:v:25:y:2016:i:1:p:127-144

Ordering information: This journal article can be ordered from
Economic Thought and Practice, University of Dubrovnik, Branitelja Dubrovnika 29, 20000 Dubrovnik
https://emip.unidu.hr/

Access Statistics for this article

Economic Thought and Practice is currently edited by Nebojsa Stojcic

More articles in Economic Thought and Practice from Department of Economics and Business, University of Dubrovnik Contact information at EDIRC.
Bibliographic data for series maintained by Nebojsa Stojcic ().