NAV in Company or group when calculating valuation ?

[dxdx]

was reading this thread when i encountered these qns
1) why companies like to state down the values of their ppties jialat jialat?
2) nav is total asset minus liabilities. but for those companies we know for sure that their name costs money+++ eg mcd coca cola, then nav might not be anywhere near their true value since their big names are irreplaceble and definitely worth a lot of money. so it might not be possible to buy such companies under their book value.
paisae if my qn sound silly.

1) boost ROA?

2) brand name falls under intangible assets. May be wrong here, but usually they are not 'valued' until a M&A takes place, whereby the 'premium' is then classified as goodwill.

Surely there are ways to quantify them, but I'm not too sure at the moment. If you have time, I think you can read up on this more from the Credit Suisse pdf called 'Measuring the Moat'. It's floating around on the net.

NTA is could be a better measure as it it accounts for the tangible value of their assets.