ACKNOWLEDGING, ASSESSING AND RECORDING GROUPED
               NON-TANGIBLE ASSETS IN THE BOOKS

              Lecturer Ph.D. Manea Marinela-Daniela, marinelamanea7@ yahoo.com
                   Ph.D. Student Gîju George Ciprian, ciprian_giju@yahoo.com
                                Valahia University of Târgoviste


        Abstract: We cannot currently speak of development at a small or large scale without
speaking of non-tangible assets. The famous marketing expert, Philip Kotler, recently 1 stated in
Bucharest that 80% of a company value lies in its non-tangible assets. However the latter are not in
the books2 . The success of some economies like the American, the Japanese, the German, the
English, the French, the Swedish or the Dutch is a result of either the inventors’ inventions which
lay the basis for the development of some of the aforementioned countries or the entrepreneur spirit
corroborated with making quality products and services.
        Microsoft, Apple, IBM, Nokia, Phillips, Ford, Citroen, General Motors, Daimler Benz,
Volvo or Coca Cola, Pepsi Cola, Nestle or Tutti Frutti, McDonald, KFC, they all represent
successful brands worldwide acknowledged which were the origin of non-tangible assets under the
form of patents, models and drawings, entrepreneur spirit, successful management, brands, licenses,
franchises, quality of the employees, good commercial space/goodwill, etc.
       Non-tangible assets have been and still are the scope of investigation for many research
studies conducted to identify methods and techniques of quantifying the advantages they can
represent for businesses. The present study is mainly meant to find, i.e. sort out, based on the
information published by the international professional associations in the field - IVSC, IASB, IFAC
– some working methods so as to set out the value of the non-tangible assets.

        Key words: non-tangible assets, acknowledge.

        Jel codes: M41, F00.




1
  Philip Kotler in Bucharest on May 18 2005, the Conference at Sala Palatului:“How to create, win and master the
market”
2
  Philip Kotler, “Marketing from A to Z”, Codecs Publishing House, 2004 Bucharest