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Lookup NU author(s): Professor David McCollum-Oldroyd
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There is a paradox within some market economies that accounting appears to enjoy superior power and status to marketing. This is significant because of the close working relationship between the two professions, and can be linked to accounting's key role in market regulation. Brands allow us to consider this in a single issue, by juxtaposing the accounting and marketing rationale applied, with illustrations from practice. A fundamental difference of focus was observed in their attitudes to the uncertainties of brands. Marketing regards them as intrinsically valuable strategic devices which reduce the risks of products failing. Accounting sees them as intrinsically misleading, because they increase the risks of reporting unreliable information. Unlike marketing, therefore, financial accounting can ignore the perceived economic benefits of brands on the grounds of uncertainty, and by so doing preserves its own reputation for integrity. Inevitably the claims of accounting will prevail because it controls financial reporting.
Author(s): Oldroyd D
Publication type: Article
Publication status: Published
Journal: International Marketing Review
ISSN (print): 0265-1335
ISSN (electronic): 1758-6763
Publisher: Emerald Group Publishing Ltd.
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