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In recent years the literature on business management has recognized an increasingly and prominent role to intangible resources, considering them as a main determinant of corporate value. Namely, brands are regarded as a key driver of company’s success in many industries. Italian Generally Accepted Accounting Principles (GAAP), however, do not consistently report this intangible as an asset. Specific criteria are set by OIC 24 to recognize brands in front of the balance sheet.
The objective of this research project is twofold. Firstly, to examine the economic significance of brands’ transactions and how these are realized. Secondly, to assess the magnitude of the gap between values and market prices, testing possible determinants. The issue of divergence between values and prices is known in the financial literature.
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