Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=52285#.VI-LwsnQrzE Author(s) Denghua Yuan , Robert Keith Shaw Affiliation(s) School of Business, Guangdong University of Foreign Studies, Guangzhou, People’s Republic of China . ABSTRACT This paper facilitates the valuation of intangible assets in accordance with ISO 10668. It indicates a method to assess brand values when a company’s brand is inadvertently undermined by the actions of others who market similar products. The paper reports on commercial phenomena in China and provides conceptual analysis to enable company accounts to reflect the quantified phenomena. The paper defines an innovative concept- brand insecurity . It ...
Scientific Research Publishing