Over the past 20 years, a certain gap has formed between the real value of enterprises recorded in the reports and the valuation by investors. The basis of this discrepancy is the factor of influence of indicators of financial stability of the enterprise, on market capitalization, intangible assets (intangible assets). Today it is no secret to anyone that increasing the financial stability of an enterprise is largely based on intellectual capital, including brands owned by the company.
It is obvious that the competent management of intangible assets, brand support, can affect the investment attractiveness of the company. And the assessment of the financial stability of the enterprise directly depends on this. This logically implies the need to pay more attention to the management of intangible assets than it was previously in domestic practice.
It has been proven that intangible assets in most companies with a strong brand are superior to material ones. Assessment of the financial stability of the enterprise, as a rule, records this excess both in value and in contribution to the growth and development of the company.
In Belarus, the problem of accounting for intangible assets and the brand as their component in the value of the company is very acute. This is especially true for enterprises that have changed their form of ownership of a public company, which changes their value in the eyes of potential investors. In MMZ OJSC (Minsk Motor Plant OJSC), incorporated in 2008, for 2009, intangible assets in the organization's assets are 0.38%, and in non-current assets - 0.97%. These figures demonstrate quite well that there is a need to maximize the use of intangible assets in order to increase the value of the business, where the main form of intangible assets is the brand, which is created through innovation and organizational structure.
In the field of engineering, it is extremely difficult to remain competitive, and therefore attractive to potential investors. Assessing the financial stability of an enterprise, investment attractiveness , the focus is mainly only on the financial condition, which is analyzed using methods based on the ratios of financial condition and solvency. At the end of 2010, in MMZ OJSC, the financial independence ratio amounted to 0.312, the liquidity ratio - 1.580. In general, these indicators indicate a satisfactory financial condition of the enterprise, and this is attractive for potential investors.
But the quality of the financial condition is only part of a comprehensive assessment of the company. Assessment of the financial stability of the enterprise in its modern parameters includes the value of assets, including brand assets, which are also important for investors. Despite the fact that the brand as such exists only in the minds of consumers, it is a means of generating additional income, i.e., an asset of the company, while the brand value can be a significant part of intangible assets, which increases the importance of the organization in the eyes of potential investors.
In addition, the role of IT-technologies in ensuring economic processes, and in particular in accounting, is constantly growing. This leads to the fact that the assessment of the financial situation becomes a comprehensive indicator, significantly broader reflecting not only the financial situation of the company, but I have a number of other important indicators that affect the assessment of its effectiveness.
That is why, the use of a branding campaign seems to be one of the most promising innovative technologies and a line of business at the same time, capable of significantly affecting both the general economic situation, investment attractiveness, and the image of the company.