Brand, image and marketing: integration of intangible assets

Abstract

Intangible assets, especially brand and brand image, are assets of strategic importance for modern companies, and their adequate reflection in financial statements increases the long-term value creation potential of companies. Traditional accounting methods cannot fully reflect the economic essence of these assets; therefore, management accounting should be rebuilt taking into 
account future performance and corporate value. The economic impact of intangible assets is assessed within the framework of brand equity (BE) and customer equity (CE), and with the increasing role of digital marketing tools, the strategic importance of the brand is further increased. Effective management of intangible assets strengthens the company’s market position and provides competitive advantage. The study evaluates the impact of both recognized and unrecognized intangible assets on company performance within the framework of a systematic and experimental model and reveals their relative importance. This approach makes a new methodological contribution to the assessment of the strategic and long-term value of intangible assets by combining existing accounting and marketing models.