Brand as an intangible asset in innovative economy

The article shows that in today's competitive environment, the struggle of brands, rather than goods, for their place in the minds of consumers. Enterprises do not form the potential of strategic development at the expense of the brand as an intangible asset. New categories of consumers have been identified: people need simple, convenient and compact things (small apartment); ecologists - restriction of consumption and preservation of nature; eco-activists - reduction of harmful emissions into the atmosphere (reduction of business trips, holding Zoom conferences); nutrition issues - most people want to become vagans or vegetarians, eat more vegetables and fruits; supporters of reuse of resources, processing of materials. Detailed defining characteristics of the concept of "brand". The author's definition of a brand as intellectual property (intangible asset), which has a certain value and reflects the features of the product, its uniqueness and creates an unforgettable impression on the consumer. The spheres of modern use of the brand are singled out. It is noted that brands are created through innovation and thrive in the presence of a continuous flow of innovation. It is the innovations that cause a temporary competitive advantage, as innovative products give consumers the feeling that the brand is truly a leader and is aimed at meeting the needs of consumers. The process of brand management of the enterprise should be aimed at increasing its strength and value. According to these main characteristics of brand management, it is possible to assess the effectiveness of the formation and use of brands and brand capital of the enterprise. The use of intangible assets increases with the transition of competition to non-price form. For their effective use it is necessary to introduce fundamentally new methods of accounting. The issue of valuation and reflection of intangible assets in accounting remains controversial. It is proved that there is no real model for calculating the value of a brand; the main factor in the imperfection of the assessment of the value of the brand is its isolation from the reporting of companies and the reflection of such intangible assets on the balance sheets of companies; force majeure has a direct effect on the value of tangible assets, while intangible assets do not lose their value