Quote:
Originally Posted by Johndong888
The word you're looking for is intangible asset
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Eh, yes and no. An intangible asset is listed on a balance sheet. Brands are normally only listed on a balance sheet if they were paid for as part of an acquisition, in which case actual money changed hands. At that point, you have a "real" value, not some smoked up number by a brand consulting firm. If you look over that list and focus on the brands that were grown organically, I don't think you'll find anyone listing their brand as an intangible asset on their balance sheet.
About the closest thing you'll see to a brand on an actual balance sheet (in a non-acqusitoin scenario) would be a trademark. The value of the mark is a combination of factors, which often includes income derived directly from the trademark (licensing and royalty). That's not the same as a brand though.