The role of the brand in business strategy and methods of valuing and identifying it in financial statements

Considering the importance of brand success in small and medium businesses and especially in knowledge-based companies, due to the lack of common understanding about brand interpretation, which has increased the complexity of management, also considering the increasing movement of countries and Iran towards The implementation of international financial reporting standards, understanding the nature of the brand is very necessary for the creation, development and protection of brands and business in general. For this purpose, using the content analysis approach first,In this article, an attempt has been made to provide a comprehensive overview of this issue with an emphasis on internal and external research, regarding branding and examining the relationship between the role of the brand as well as its role and impact in business and finally the process of identification and valuation. Brand (one of the most influential and important intangible assets in business) should be included in the financial statements in accordance with the accounting standards of Iran and the world as a general rule. The present article is theoretical in terms of the type of research work, and from the point of view of logic, comparative, and in terms of purpose, descriptive, and the type of research process is of qualitative type and the method of collecting information is library and document study.

The role of the brand in business strategy and methods of valuing and identifying it in financial statements Keywords:

Business strategy , brand valuation , branding , intangible assets , KPMG method , income approach