Brand Valuation (Valoracion De Marcas E Intangibles)

Abstract:     
In this paper, we revise several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting.

Our goal is to show the limitations of a number of the methods proposed for valuing brands and intellectual capital and, within the limits imposed by the brand's intrinsic reality, establish guidelines for value creation through the study of brands and intellectual capital. We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brand's value.

Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process

JEL Classifications: G12, G31, M21

Working Paper Series