Introduction:

1. What are intangible assets

2. The importance of intangible assets

3. How to accumulate intangible assets, Build a personal brand

01

What are intangible assets

Intangible assets refer to non-monetary assets that have no physical form. Intangible assets usually represent a certain right, a certain technology or some comprehensive ability to obtain excess profits. They do not have a physical form, but bring future economic benefits to enterprises or individuals through their own advantages such as technology and brand. Specific to individuals, they are mainly embodied in assets that have no physical form, are non-monetary, and can provide individuals with future rights and interests, such as knowledge and skills, professional experience, patented technology, network resources, personal credit, personal honor, personal conduct, personal Brands, etc., are digital expressions of an individual's ability to create value and social recognition.

According to the type of intangible assets, they can be roughly divided into four categories:

The first category belongs to the income category. Including your own invention patent rights, copyrights and other rights with economic benefits. Some people have accumulated a lot of invention patents and copyrights in their spare time or while at school, and these can be directly bought and sold to earn profits.

The second category is exclusive. Including rights to name, portrait, signature and other rights that belong to the category of personal brand usage. These are often reflected in some celebrities, business tycoons and other celebrities. They use their own image to superimpose their own personal brand, which can promote the image of the company. , drive the promotion of corporate products and realize the realization of personal intangible assets.

The third category belongs to the identity category. Including commercial credit rating, professional qualification level, industry visibility and reputation, etc., which belong to the category of personal brand, such as the industry in which you are engaged, the unit you work for, personal social status, and professional certificates owned by you. These intangible assets are very important when we apply for credit cards and commercial loans. It is useful, the industry has high income, and the company is good, which means your income is guaranteed. Some professional certificates can also bring us social recognition, such as lawyer certificates, first-class construction engineer certificates, and teacher certificates. These certificates can prove our abilities and provide added value for personal value. The rarer the certificates and reputations, the higher the value of intangible assets. For example, the value of academicians, Yangtze River scholars, Taishan scholars, etc. is very high.

The fourth category belongs to the basic protection category. Including physical health, personal social relationships. These intangible assets are the basis for your career. In any era, you need good health as a guarantee and good social relationships as a foundation to achieve our career.

Although these intangible assets are intangible, they are real and will be owned by you for a long time. They can bring you benefits and benefits under certain circumstances. If you invest in intellectual property rights, you can obtain corporate operating income. With professional qualification certificates, you will find a better job position.

02

The importance of intangible assets

Intangible assets are as important as tangible assets, sometimes even more important than tangible assets. Intangible assets also require a process of accumulation. Everyone has different life experiences and achieved different achievements. For example, if a student can be admitted to university, it proves that he has good learning ability; if he is a student union cadre, it proves that he has certain public relations and organizational capabilities; if he is a party member , which can prove that he has good conduct, is motivated, and maintains good interpersonal relationships with his classmates and teachers.

If you work in an organization and you can get excellent employees, it proves that you have good work ability, solid technical and business knowledge, and good popularity. If you can be promoted to a manager and be rated as an outstanding cadre, it means you have good management skills and have the qualifications to train. Intangible assets are resources or assets that exist in an intangible way as we continue to accumulate our learning, work and life experiences.

As assets, intangible assets have the characteristics of assets and have value. For example, the personal credit mentioned above can be reflected when applying for commercial loans. The value of our patents and copyrights will also be reflected in the transfer process. Those celebrities who use their personal brands to advertise are also the realization of intangible assets. Anyone who has invested in stocks knows that listed companies have discounted goodwill. The so-called goodwill is the assessed value of intangible assets during the acquisition process. Enterprises have goodwill, and individuals have reputation, credit, brand, etc., which are also personal intangible assets. , also has value, and if it is infringed by others, you can also obtain compensation through litigation.

In addition, most intangible assets are long-term and many intangible assets follow us throughout our lives. Such as copyright, portrait rights, name rights, etc. Unlike some of our tangible assets, they are gone after use.

Intangible assets are valuable wealth for both enterprises and individuals, especially in the contemporary knowledge-based society, where knowledge is productivity. In the past two years, there have been cases of squatting in registering well-known foreign trademarks and well-known trademarks in my country abroad. Trademarks are registered whenever there are hot topics in society. Many of these squatters are ordinary people. This shows that everyone has a strong understanding of the importance of the value of intangible assets. Recognition reflects that everyone has begun to deeply understand and use intangible assets to create benefits for themselves.

Since ancient times, there have been people who are very good at managing personal intangible assets. For example, Liu Bei's family situation was not good and he made a living by selling shoes. However, he always had great ambitions and wanted to save the people from the fire and water. Unlike Cao Cao, Sun Quan, Yuan Shao, etc. who have a good background, he started from scratch and relied on managing his own intangible assets to dominate one side and divide the world. In order to realize his benevolence and righteousness, he gave in to Xuzhou three times and Jingzhou, which declined Liu Biao. On the way to escape, he did not abandon the people (even if it delayed the march of his army). When entering Xichuan, he did not take advantage of others' danger to kill Liu Zhang. He always regarded himself as Teacher of benevolence and righteousness. Relying on their own intangible assets, they have gathered a group of people with lofty ideals, including Pang Tong, Zhuge Liang, Fazheng, Ma Liang, Jian Yong, Mi Zhu, Liu Ba, Li Yan, etc., and Wu Guanyu, Zhang Fei, Zhao Yun, Ma Chao, etc. Huang Zhong, Wei Yan, Liao Hua and so on. In particular, Mi Zhu spent all his wealth to follow Liu Bei, gave more than 2,000 of his family members to Liu Bei to be enlisted as soldiers, and even married his sister to Liu Bei, which shows that Liu Bei managed his intangible assets well (at that time, Liu Bei had just lost the war and had nothing).

Generally, tangible assets can be borrowed, but intangible assets cannot be borrowed. Liu Bei's personal reputation cannot be obtained by borrowing. Talented people operate tangible assets, and experts operate intangible assets. Only through the operation of intangible assets can one reach the peak of his career.

03

How to accumulate intangible assets and build a personal brand

As individuals, if we want to do something good, we must leave Do not start the accumulation of your own intangible assets. Because intangible assets require long-term accumulation to form high value, it is necessary to pay attention to the accumulation of intangible assets on a daily basis. In addition, intangible assets are long-term, can generate compound interest, and can continuously increase their own value.

With the development of society, there are more and more freelancers. If freelancers want to get business, they need to establish a personal brand. Personal brand is the best embodiment of intangible assets. The future may be an era of personal branding and an era of highlighting personal intangible assets.

How to improve the reputation of personal brand has become a hot topic at the moment.

Personal brand is a comprehensive reflection of personal character, reputation, work ability, and experience.

To establish a personal brand, you must first carry out personal brand positioning, that is, have a clear understanding of yourself. Only in this way can you effectively establish a personal brand. Self-awareness includes: What type of person do I want to be? What are your personal strengths? What kind of job is my personality suitable for? Finding the unique value of your own existence is the key to personal brand positioning. The method of product brand positioning is also applicable to personal brand positioning, that is, what do others think my greatest strengths are? What is your most noteworthy personal characteristic? How to make your skills and work style recognized by the masses and have irreplaceable value. You must have a certain skill. It is difficult for those who are not strong in ability to establish their own personal brand. Exquisite professional skills are the key to building a personal brand. When choosing a direction, you can start from hobbies, personal expertise, and career. Find out what makes you different from others and what you do better than others. This is the direction of brand positioning. At the same time, you must recognize that personal brand is what others see. What others think of you is not what you think of yourself. Personal branding is meaningful only if it brings value to others.

Secondly, establishing a personal brand must also emphasize personal learning ability. Establishing a personal brand is a long-term process. Even if a personal brand has been formed, you must continue to learn new knowledge and add new content to maintain it. As mentioned above, writing professional articles or papers and becoming a field expert require continuous learning and lifelong learning. You must learn to package and promote yourself. Packaging is to successfully show the personality of your personal brand and let them fully realize your value, but at the same time, you must pay attention to the moderation of packaging. Excessive packaging will have a negative impact on your personal brand.

Third, to enhance your personal brand, you need to increase your personal brand awareness and attention. For example, you can post articles to multiple large platforms to expand information dissemination and increase your personal influence. In this process, pay attention to the interactivity with your audience and interact with your audience in a timely manner. Only when more people know about it can it be called a famous brand and a real brand can be formed.

Finally, to enhance your personal brand, you must have sustained high-quality value output. Output is an important part of building your personal brand. Because only by output can you create value and be recognized by others. What should be noted here is that there are two attributes called persistence and high quality. Continuity means constantly creating value for others, and high quality means providing high-value products or services to others. It's best to add a little more personal characteristics and a little more humanity so that others can remember you better.

Building a personal brand is not something that can be accomplished overnight. It is caused by multiple factors and is a systematic and long-term project. With 100% hard work and persistence, and a little bit of luck, success is possible.