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One of the most important problems of financial reporting is recognition and measurement of assets. International Financial Reporting Standards accepts that the brands registered by the companies are the assets of these companies, but brands are reported on the balance sheet on the condition that" its cost can be determined". This condition precludes the possibility that the companies report their brands created by them on the balance sheet. Nevertheless, it is a fact that the interest groups have great interest in market value and brand value of the company and these interest groups expects information about them. In this study, at first the different definition of "brand" and brand valuation methods are explained. A research is conducted for comparison of the results of Brand Finance that publishes brand valuation reports for Turkey and the assets reported on the balance sheets of the BIST 100 companies. [ABSTRACT FROM AUTHOR]

Financial statements provide financial information about the reporting entity that is useful to existing and potential investors, lenders and other creditors in making decisions about providing resources to the entity. How much these financial statements are monitored and understood by the public? This study is done by assuming that the public is not satisfied with monitoring and understanding these financial statements because of the lack of "accounting language". Not only the public, people who have taken accounting courses are also not satisfied with monitoring and understanding these financial statements. This study is conducted to draw attention to this very important problem. [ABSTRACT FROM AUTHOR]