DEVELOPMENT OF METHODOLOGICAL APPROACHES TO ASSESSING THE VALUE OF A COMPANY'S BRAND

Abstract

Theoretical, regulatory and organizational aspects of the development of methodological support for the process of determining the brand value of an economic entity are presented. The results of an analytical review of the features of the regulatory provisions of accounting and reflection in the financial statements of intangible assets in accordance with the requirements of Russian and international standards, as well as Russian and international valuation standards are presented. The issues of improvement and adaptation of traditional approaches and methods of valuation of intangible assets to modern information needs of various subjects of market relations are revealed. The possibilities of using the international brand valuation standard in the practice of Russian professional appraisers are evaluated, the requirements of international financial reporting standards and Russian accounting and reporting regulations regarding the types of valuation of a company's brand as an element of intangible assets are compared. The possibilities of adapting the international standard of brand assessment for application in the Russian practice of professional assessment are considered. The factors of the influence of the company's brand value on its business image, competitiveness, and investment attractiveness are revealed.