Accounting for brands according to US-GAAP and IAS

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg (Wirtschafts- und Organisationswissenschaften), Sprache: Deutsch, Abstract: Inhaltsangabe:Abstract:§In der heutigen Wirtschaft werden Unternehmenswert und Wachstum hauptsächlich durch immaterielle Vermögensgüter erzeugt. Marken spielen eine besonders wichtige Rolle in diesem Zusammenhang. Ziel dieser Arbeit war es aufzuzeigen wie speziell Marken und Markennamen in Bilanzen und Jahresabschlüssen behandelt werden. Die Besonderheiten der Rechnungslegung für Marken, die Probleme der Bewertung und die Möglichkeiten welche durch die Aufnahme in die Bilanz entstehen, werden sowohl nach US-GAAP als auch nach IAS betrachtet. Die Abhandlung ist aufgrund ihrer internationalen Aktualität auf Englisch verfasst, aber auch für den deutschsprachigen Leser sehr gut verständlich.§In today s economy wealth and growth are mainly driven by intangible assets. In a knowledge-based economy the success of an enterprise is driven by intangible factors, while control over physical resources becomes progressively unimportant. In most successful companies, brands and other intangible assets outperform physical assets by a notable margin. Brands, the most valuable and sustainable corporate assets, and trademarks play an especially important role. §This paper aims to show how to account for brand names in financial statements according to US-GAAP and IAS. The objectives of this paper are to present and discuss the disclosure of brands as intangible assets, in the balance sheet according to US-GAAP and IAS. Therefore, the recognition criteria of both accounting regulations will be examined. The initial and subsequent measurement techniques will be discussed, and problems in this field will be exposed and criticized. The paper also aims to show criticisms of the current regulations and to discuss possible future developments.§New ideas and solutions for the problems arising with the disclosure and measurement of intangible assets and brands will be presented and discussed in Chapter four. Chapter five will include a summary of the findings and a critical statement about the problems discussed in this paper.§Inhaltsverzeichnis:Table of Contents:§Table of contentsII§AbbreviationsIII§1.Introduction5§1.1Presentation of a problem5§1.2Objectives6§1.3Order of events7§1.4Literature7§2.Task and requirements of accounting for brands7§3.Disclosure of brands9§3.1Useful Terms9§3.1.1Definition of brands9§3.1.2Definition of assets11§3.1.3Definition of intangible assets13§3.1.3.1US-GAAP13§3.1.3.2IAS13§3.1.4Further explanation of useful terms14§3.1.4.1Identifiability14§3.1.4.2Goodwill14§3.1.4.3Reliability15§3.1.4.4Relevance15§3.1.4.5Useful life16§3.1.4.6Active market17§3.2Recognition17§3.2.1Process of capitalization17§3.2.2Separate acquisition of brands18§3.2.2.1US-GAAP18§3.2.2.2IAS19§3.2.3Internally developed brands19§3.2.3.1US-GAAP19§3.2.3.2IAS21§3.2.4Brands purchased in a business combination22§3.2.4.1US-GAAP22§3.2.4.2IAS23§3.2.5Criticism of recognition23§3.3Measurement of brands28§3.3.1Different measurement techniques28§3.3.2Initial measurement29§3.3.2.1US-GAAP29§3.3.2.2IAS30§3.3.3Subsequent measurement31§3.3.3.1US-GAAP31§3.3.3.1.1Amortization31§3.3.3.1.2Impairment32§3.3.3.2IAS34§3.3.3.2.1Benchmark treatment34§3.3.3.2.2Allowed alternative treatment35§3.3.4Criticism of measurements36§3.3.4.1Cost-based measurements36§3.3.4.2Fair value-based measurements37§3.3.4.3Subsequent measurements38§4.Efforts b...