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In the 1980’s businessmen purchased companies with substantial brands and paid significantly more than their net asset value in the process. This led to extremely large goodwill values that needed to be accounted for. It also led to the recognition that brands and other intangible assets needed to be accounted for in a manner that could be stated on the balance sheet and hence write-offs could be avoided.

Since this first brand valuation, much work has been conducted to develop the process and through the introduction of both international and local based accounting standards, guidelines have been set as to the manner in which brand valuations should be conducted. Almost 30 years after the first brand valuation was conducted it still remains a somewhat contentious issue especially within the accountancy profession and it is apparent that further work is needed to give the process the credibility it deserves.