Valor da marca: um estudo sobre a problemática de sua evidenciação contábil no Brasil.

Abstract

The main goal of this study, an academic research of a multidisciplinary approach, is to contribute to the identification of possible ways to diminish the discrepancies found between the book and the economic value of brands. In this context, in which Brazil is experiencing the transition into the International Financial Reporting Standards (IFRS), is implied the need to investigate the relationship of these standards with the disclosure of the economic significance of these goods, in order to reflect on the normative constraints about the accounting of brands, and identify causes and impacts of these distortions. The research, essentially of exploratory and qualitative characteristics, addresses the theoretical concepts of Intangible Assets, Brands, Brand Equity, Brand Value and Accounting Regulations, and makes use of personal interviews and literature consultation as form of data gathering. In this study, a comparison was drawn between the book and the economic values of 31 Brazilian brands listed in the rankings of most valuable brands, published in 2011 by the three main consultancy agencies specializing in brand valuation, and 11 interviews were conducted with academics and professionals in Accounting, Economics, Finance and Administration, with the primary purpose of understanding the essence of the issue of brand accounting disclosure. As a result, it was identified that the primary issue for the solution of this problem lies in the reliability of measuring brand value, and that, as there is still no scientific consensus on the applicability of the methods available in the literature for different purposes of assessment of the asset, you must, it is necessary to develop new and ongoing studies to identify a consistent methodology pattern, equable and objective that best applies to the interests of accounting as a management tool.