Comparative Research Into Brand Value Accounting Problems Between Foreign And Domestic Counties

At the age of knowledge economy, brand is the most valueable wealth of enterprises and the way to take part in market competition. Competition between enterprises has reflected by through brand competition, whether the company succeeds in more and more strongly market competition depends on whether it owns brand or not. As Laly. Lait who is known as advertisement special said: Owning market is more important than owning factories in future, and the only method to own market is to own brand which takes the leading place in market. From last year, we have put forward"transition from China made to China created", enterprise also start to research into brand strategy and to construct brands, however, our accounting system and accounting standards have not related to brand value accounting measure, which would result in the enterprise's book value deviated seriously from its market value, then the accounting information is not fit with the need to enterprise's brand strategy management and is not satisfied with the need to knowledge economy. But in many foreign countries, brand value has been taken as an intangible asset and allowed recognized on the statements. So this paper tries to compare and analyze the regulations about brand value'recognization, measure and disclosure between foreign an domestic counties, and draw on the experience of advanced regulations in foreign countries, and further perfect the regulations of brand value in intangible assets or other relative accounting standard and bring forward suggestions. We hope that brand value will be taken as an intangible asset and recognized on the statements early in China. This paper divides five chapters: the first chapter is introduction, including mainly background of selecting subject, and research summarize both in foreign and in domestic countries, and research meaning. This chapter firstly explains the basis to background of selecting subject and the present situation of the related research both in foreign and in domestic countries and the...