Recognition of intangible assets, management and promotion Business assets can be broadly divided into two categories: physical assets ---- including construction, machinery, financial assets and infrastructure and human capital and intangible assets ---- from the creative know-how, brand, design and other by the company's creative and innovative ability of the intangible results. Traditionally, physical assets and embodies much value a company, and it is thought to largely determine a company's competitiveness in the market, business operators are also used in the production and management of tangible assets. But with the advent of the 21st century knowledge economy, such a huge change happening: market competition is no longer the traditional economies of scale, enterprise development core competencies of foundation, Ye has been converted into intangible assets of Chuang Li, and throughout enterprise knowledge creation, dissemination and application of the whole process. Entrepreneurs are increasingly aware of the tremendous potential and power of intangible assets, more and more enterprises begin to learn how to "improve the operation from tangible assets to intangible assets management." First, the brand's creation has become a business to enter and compete in the market an important means. Brand as an intangible asset has been widely accepted by businesses, it is an indisputable fact. All in all, brands are intangible assets of concentration and general, is an enterprise strength of the overall quality of evidence, is famous, a symbol of reputation in the enterprise market development, capital expansion, team cohesion has played an important role. Coca-Cola Classic's president has said a famous quote: "If a fire burned the Coca-Cola, the next day I can re a Coca-Cola!" This is the value of the brand, which is the power of intangible assets! Second, the brand is not doing business outside of normal business activities of the behavior, which is operating from the beginning part of the activities. With customers, suppliers, partners, government and social dealings, the brand itself is the process of doing. Brand is no "yes or no", "do it or not" question, only the value of high and low and assets, how much. Brand is the company's strategic assets, rather than their own marketing and brand managers can create, control and use the promotional tools. Chinese enterprises in global competition in order to complete the manufacture of products from simple changes to create a brand, the brand must complete view of the world (the brand is not a marketing tool but a strategic asset) and methodology (the brand is intangible, but also by a specific method to measure and manage the assets) changes. Finally, there is no diffusion and dissemination, the brand would not generate significant economic and social benefits, makes it difficult to get consumers to understand, recognize and support. Intangible asset value is greater than the value of corporate tangible assets 2, the value of intangible assets in the business play a vital role in protecting corporate assets, creating brands. . 3, the value of intangible assets mainly in companies owned by non-patent technology patent copyright trademark goodwill and other assets without physical substance
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