Brands: Visions and Values

By John Goodchild; Clive Callow | Go to book overview
Contents
Prefaceix
1Introduction John Goodchild and Give Callow1
Three surveys3
The politics of change7
Brands and the balance sheet11
The coming of the internet14
In parenthesis: The Blair Witch Project16
Conclusion16
2The Role of Brands in Business Jonathan Knowles21
Introduction21
The importance of intangibles26
Brands as relationship assets36
Brand creation and communication48
Product, service and corporate brands59
Issues in branding74
Conclusion85
Bibliography89
3Accounting for Intangible Assets Lucinda Spicer and Caroline Woodward91
Introduction91
History and development91
The accounting debate98
Current accounting and reporting requirements106
Summary of UK accounting requirements119
Valuation of intangible assets130

-vii-

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Brands: Visions and Values
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Preface ix
  • Chapter 1 - Introduction 1
  • Chapter 2 - The Role of Brands in Business 21
  • Chapter 3 - Accounting for Intangible Assets 91
  • Chapter 4 - Internet Branding: Brave New World? 137
  • About the Authors 153
  • Index 155
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