PROCEDURE OF CURRENT VALUE EVALUATION OF THE CREATED TRADE MARK OF THE COMPANY

Анотація

Introduction. Market conditions define the brand as one of the levers that affects the competitiveness and value of the company's business. Trademarks, which have been created, are not recognized as assets on the company's balance sheet and are not included in the value of the business when in the financial statements, are disclosed. A number of issues remains to be resolved. They are connected with the analytical procedure for understanding the impact of the created brand on the value of the company's business by external and internal users. Purpose. The article aims to develop the analytical procedure for estimating the present value of the created trademark of the company, which provides relevant information to external and internal users about the process of creating "branded" capital of the company. Method (methodology). The methods of scientific generalization have been used in substantiation of theoretical approaches to the estimation of the present value of the created trademark of the company. They are the methods of general scientific abstraction, induction and deduction methods, method of analysis and synthesis, method of analogy (to develop the proposals for the practical calculation of the value of the created trademark of the company on the information of the financial statements); free cash flow method (to determine the present value of the company's business); extrapolation method (to predict the future economic benefits of the company). Results. The exploration of issues related to the disclosure of the brand value of the business of the company in the integrated reporting or management report has been carried out. The priority of applying the revenue approach to the expert evaluation of the created intellectual property objects of the company has been determined. The expediency of using the free cash flow method to estimate the present value of the created trademark as an intellectual asset of the operating company has been substantiated. The relationship between goodwill and company brand value has been argued. It has been proposed the model for calculating the present value of company brand, which is based on the goodwill amount calculation method and the free cash flow method. It has been proposed the analytical procedure to determine the present value of the created trademark of the company in the form of a table, containing a list of analytical transactions and an analytical conclusion. The present value of the created trademark of a particular international company has been calculated.

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