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This paper presents an interesting analysis of the relationship between intangible assets and the market value of Brazilian companies between 2003 and 2012. The analysis shows that goodwill, intangibles, and pure intangibles proved to be significant to financial expectations about the company. Intangibles showed rapid growth in unrecognized intangibles until 2007, exceeding R$2 trillion, as did market value. During this crisis, unrecognized intangible assets fell by 74%, with a loss of more than R$1.5 trillion between 2007 and 2008, while the corporate market suffered a loss of more than R$1.2 trillion, partially recovered in the first two quarters of 2009. During this period, net equity continued to grow steadily and smoothly.