A company’s tradename is a very important asset to the company, as it creates immediate product identification. Companies invest substantial sums to ensure that their product is well-known to the consumer. Test your knowledge of who owns some famous brands and their impact on the financial statements.

Instructions

(a) Provide an answer to the five multiple-choice questions below.

(1) Which company owns both Taco Bell and Pizza Hut?

(a) McDonald’s.

(c) Yum Brands.

(b) CKE.

(d) Wendy’s.

(2) Dairy Queen belongs to:

(a) Breyer.

(c) GE.

(b) Berkshire Hathaway.

(d) The Coca-Cola Company.

(3) Phillip Morris, the cigarette maker, is owned by:

(a) Altria.

(c) Boeing.

(b) GE.

(d) ExxonMobil.

(4) AOL, a major Internet provider, belongs to:

(a) Microsoft.

(c) NBC.

(b) Cisco.

(d) Time Warner.

(5) ESPN, the sports broadcasting network, is owned by:

(a) Procter & Gamble.

(c) Walt Disney.

(b) Altria.

(d) The Coca-Cola Company.

(b) How do you think the value of these brands is reported on the appropriate company’s balance sheet?

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