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iconannual 2017 - The European Business and Investment Magazine "Brand together"
iconannual 2017 - The European Business and Investment Magazine
"Brand together"
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Bobby J. Calder<br />
Brands as<br />
Intangible Assets −<br />
Changing the Future!<br />
Everyone recognizes that brands are<br />
important. But why are standards for<br />
determining brand value important?<br />
To start<br />
with, we<br />
must realize<br />
that<br />
since the 1990s<br />
investment in<br />
intangible assets<br />
(such as-<br />
R&D, software,<br />
human resources<br />
and brands)<br />
has exceeded<br />
that of tangible<br />
assets. The<br />
intangible asset<br />
value component<br />
of the S&P<br />
stock index<br />
grew from 32<br />
percent in 1985<br />
to 87 percent in<br />
2015.<br />
100 %<br />
80 %<br />
60 %<br />
40 %<br />
20 %<br />
0 %<br />
COMPONENTS OF S&P 500 MARKET VALUE<br />
83 % 68 % 32 % 20 % 13 %<br />
87 %<br />
80 %<br />
68 %<br />
32 %<br />
17 %<br />
1975 1985 1995 2005 2015<br />
Tangible Assets Intangible Assets<br />
Source: Ocean Tomo, LLC<br />
90 iconannual The European Business and Investment Magazine
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