Goodwill and Brand Valuation: Killing a Golden Goose?
Unilever, for example, when it tried to penetrate the US market with its brands, failed miserably against the competition from Colgate and Procter & Gamble. Finally, it had to splash out $3 billion and purchase Chesebrough Pond’s before it could get a foot in the door.
KeywordsStock Market Balance Sheet Account Standard Intangible Asset Economic Life
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Notes and References
- 3.Thornton Baker qualifying Intervision accounts: Keron Bhattacharya, “Quite fair — more or less true”, Accountancy (December 1988).Google Scholar
- 7.Michael Renshall uneasy on goodwill: Accountancy (January 1989).Google Scholar
- 8.Showing brands at their value — David Tweedie on goodwill: Accountancy (January 1989).Google Scholar
- 9.Stopgap measure — Paul Rutteman’s comment on goodwill: Accountancy (November 1988).Google Scholar
- 10.Renshall’s lukewarm response: Accountancy (January 1989).Google Scholar
- 11.The ICAEW study on brands: Patrick Barwise, Christopher Higson, Andrew Likierman and Paul Marsh, Accounting for Brands (London: ICAEW and LBS, 1989).Google Scholar
- 12.News on Hanson valuing assets: Maggie Urry, “Controversy surrounding Hanson’s balance sheet”, Financial Times (3 July 1991).Google Scholar