brand name is goodwill built over the years. in the case of nokia, the recent case of replacing the defect batteries is something that will resurrect the brand image in the minds of the customers.
brand name might not directly get reflected in the balance sheet but the expenses that you incur for creating an impact in the minds of the target audience is ofcourse higher than the expenses made.
Thus justifying you need to value brands even if you cannot capitalize them in the balance sheet.
Refer http://japknowledgement.canalblog.com/docs/brand_management_japon.pdf
http://www.escp-eap.net/news/3_C_Halliburton_brand_asset_english.pdf
brand name might not directly get reflected in the balance sheet but the expenses that you incur for creating an impact in the minds of the target audience is ofcourse higher than the expenses made.
Thus justifying you need to value brands even if you cannot capitalize them in the balance sheet.
Refer http://japknowledgement.canalblog.com/docs/brand_management_japon.pdf
http://www.escp-eap.net/news/3_C_Halliburton_brand_asset_english.pdf