Over the past 20 years, a certain gap between the real value of the enterprise recorded in the reports and assessment by investors.The basis for this discrepancy is a factor of influence financial stability of the enterprise, the market capitalization of intangible assets (IA).Today it is no secret that the increase of financial stability is largely based on intellectual capital, including on the company and its affiliated brands.
obvious that competent management of intangible assets, the maintenance of brands that could affect the company's investment attractiveness.And this depends directly on and assessment of financial stability of the company.Hence logically follows the need for paying more attention to the management of intangible assets than it had been earlier in the domestic practice.
proved that the intangible asset in most companies with a strong brand of superior material.Assessment of financial stability, usually captures the excess and cost, and the contribution to the growth and development of the company.
Belarus problem of accounting for intangible assets and brand their part in the company's value is very acute.This is especially significant for companies to change their form of ownership, that changes their value in the eyes of potential investors.OAO MMZ (JSC "Minsk Motor Plant"), Incorporated in 2008, the 2009 IA in the organization's assets up 0.38%, while the non-current assets - 0.97%.These figures show quite well that there is the need to maximize the use of intangible assets in order to increase the cost of business where the main form of intangible assets brand advocates, which is created by innovation and the organizational structure.
in engineering are extremely hard to remain competitive and, therefore, attractive to potential investors.Assessment of financial stability, the investment attractiveness of the focus is mostly only the financial condition of which is analyzed by using techniques based on the coefficients of financial condition and solvency.OAO MMZ the end of 2010 the financial independence ratio was 0.312, the liquidity ratio - 1,580.Overall, these indicators suggest a satisfactory financial condition of the Company and potential investors is attractive.
But the quality of the financial state - it is only part of the complex otsenkifirmy.Assessment of financial stability at its current settings and includes the value of assets, including assets of the brand, which is also important for investors.Despite the fact that the brand itself exists only in the minds of consumers, it is a means of generating additional income, ie. E. Asset of the company, with the value of the brand can be a significant part of the intangible assets, which increases the importance of the organization in the eyes of potential investors.
Furthermore, ever increasing role of IT-technologies in the economic process, particularly in accounting.This leads to the fact that the assessment of the financial situation becomes complex indicator is much wider reflects not only the company's financial position, but I have a number of other the important factors affecting the evaluation of its effectiveness.
this reason, the use of branding campaign seems to be one of the most promising innovative technologies and activity at the same time, able to significantly influence both the overall economic situation, the investment attractiveness and the company's image.
