Intangible Marketing Assets: A Managerial Accounting Perspective

Abstract

Abstract Intangible marketing assets, such as brand strength, product image and reputation, appear to be of growing significance to companies. This paper seeks to offer a management accounting perspective on intangible marketing assets. A typology is developed that categorises related constructs, hitherto referred to, somewhat broadly, as marketing assets. The typology (1) redefines intangible marketing assets from an accounting perspective, and (2) identifies the inputs and outputs of the intangible marketing asset management process. The traditional accounting methods afforded to intangible marketing assets are noted, together with their adverse implications for asset development. It is suggested that management accounting should develop a method of accounting for such assets that is more consistent with supporting longer-term corporate objectives.