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Accretive intangible assets: Bridging the GAAP with CPAs
Journal of Brand Strategy,
7
(2),
173-182
(2018)
Abstract
Internally grown intangible assets have risen significantly in stature and value in recent decades. Despite the undeniable growth, accountants and the standard setters who create the accounting rules refuse to recognise intangible assets on the balance sheet. These restrictions create a huge stumbling block for managers trying to run corporations for value creation. What makes certified public accountants (CPAs) so steadfast in their resistance to recognise or even provide guidance on how companies should manage the value of intangible assets? The first step towards understanding anything is to speak to the players involved — with that in mind, this survey attempts to bridge the generally accepted accounting principles (GAAP) with CPAs.
Keywords: intangible assets; brand equity; CPA; CFO; finance; marketing; budgeting; ROI; enterprise value; managing intangibles; measuring intangibles; valuation; book value; basis; brand valuation
The full article is available to subscribers to the journal.
Author's Biography
James R. Gregory is the chairman of Tenet Partners, a global brand strategy and innovation firm based in New York City. He is a leading expert on measuring the power of corporate brands and the resulting impact on the financial performance of the company. He is a doctoral candidate at the Muma College of Business at the University of South Florida. He currently serves on the Board of Trustees of the Virginia Commonwealth University Foundation and is also an executive senior fellow of The Conference Board based in New York City. He has written five books on brand strategy and management, including his most recent, ‘POWERHOUSE — The Secrets of Corporate Branding’.
