TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Meeh-Bunse, Gunther
A1  - Luer, Katja
A1  - Litfin, Thorsten
T1  - The consistent feature: brand equity accounting – a current view from the perspective of IFRS and marketing
T2  - Proceedings of 12th FEB Zagreb International Odyssey Conference on Economics and Business
N2  - The way in which brands are economically represented in the context of financial reporting is controversial in theory and practice. This holds especially against the background of the ever- increasing importance of intangible assets. Brands and the economic success associated with them are thus regarded as a key variable for overall corporate success: cash flows can be accelerated and expanded through the use of brand-strategic options, while existing risks may be mitigated. In addition to a large number of theoretical definitions, the determination of brand value from both a marketing and an accounting perspective is also characterized by a complex interaction of numerous influencing factors. This is where the International Accounting Standards IAS 38: "Intangible Assets" (isolated acquisition of a brand) and IFRS 3: "Business Combinations" (acquisition of a brand as part of a business combination) take effect: These are intended to ensure a comparable and reliable "true and fair view" for the presentation of intangible assets in international accounting. In addition to various recognition criteria, the accounting regulation here also includes the accounting valuation of intangible assets and thus also of brands. In principle, valuation in accordance with IAS 38 is based on acquisition costs. The determination of the operating life for impact evaluation is highly controversial both in literature and in practice. Under IFRS 3, acquisition costs are to be replaced by the fair value. Regardless of the method used, possible subjectivity is one of the central issues. The current discussion approach of the International Accounting Standards Board also clearly shows the need for simplification and concretization that still exists for practice: In particular, the accounting distinction between goodwill and intangible assets is the subject of discussions with the Global Preparers Forum, among others. The interests of users, preparers and auditors of corporate financial reporting must be taken into account equally. In particular, the prohibition on recognizing self-created brands in the balance sheet makes it difficult to assess their value. Furthermore, it creates a weak point in the presentation of the true and fair view of a company's financial position and financial performance that is generally required. Regardless of the previous, the current rules provide preparers and users with a basic overview of existing intangible assets. Irrespective of how valuation is determined individually, the IASB's rules thus help to create a fundamental structure. In which approach the future discussion will result in remains open.
KW  - IFRS
KW  - marketing
KW  - brand equity
KW  - brand valuation
KW  - impairment test
Y1  - 2021
UR  - https://odyssey.net.efzg.hr/conference-proceedings/proceedings-of-feb-zagreb
SN  - 2671-132X
SS  - 2671-132X
U6  - https://doi.org/10.22598/odyssey/2021.3
DO  - https://doi.org/10.22598/odyssey/2021.3
N1  - FEB Zagreb 12th International Odyssey Conference on Economics and Business, June 9-12, 2021, Šibenik, Croatia & online
VL  - 3
IS  - 1
SP  - 92
EP  - 106
ER  -