Can we capitalize costs incurrred to build brand / define our position in the market or must they be expensed?

The costs that have been incurred to build brand must be
capitalized and then amortized over a period in case:

1. de
minimums rule is being breached. de Minimus rule allows you to expense any item that may
be potenitially capitalized so long as the expensed item does not significantly distort
your bottom line.

2. it is not a recurring expense and
would not appear as a cost item frequently over years

Also,
your company must define a capitalization policy to determine the level of expenditures
that should be capitalized.

Advertising directed
not at selling a particular product or service but rather to keep the company's name in
the eyes and on the minds of the public is something that have a long term impact and
should be capitalized.