Valoracion de Marcas e Intangibles (Brand Valuation)
24 Pages Posted: 27 Mar 2007 Last revised: 13 Oct 2019
Date Written: December 28, 2017
Abstract
Spanish Abstract: En los últimos años han proliferado consultoras, libros y documentos de investigación proponiendo distintos y, a veces, sorprendentes métodos para determinar el valor de las marcas. El primer y mayor problema con el que nos encontramos al valorar una marca es el definir qué es la marca y el acotar qué margen, qué volumen de ventas, qué gastos y qué inversiones son atribuibles a la marca.
Se revisan varias valoraciones de marcas y se concluye que son muy poco fiables (muchísimo menos que las valoraciones de empresas) debido a la dificultad de definir qué flujos se deben a la marca y cuáles no. Sin embargo, sí es útil la identificación, la evaluación y la jerarquización de los brand value drivers, que constituyen una herramienta gerencial para crear marcas fuertes y con estabilidad en el tiempo.
English 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.
Note: Downloadable document is in Spanish.
Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process
JEL Classification: G12, G31, M21
Suggested Citation: Suggested Citation
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