Coyuntura económica y variación en la valoración financiera de una marca

Economic conditions and changes in the financial valuation of a brand

María Pérez Mantecón and Angel Barajas

MPRA Paper from University Library of Munich, Germany

Abstract: It is increasingly common to use concepts such as intangible assets or intellectual capital. It has been frequent buying and selling companies for prices much higher value than book value. In this context, it seems relevant to study how to determine the brand financial value (global brand)-understood as a set of visual elements, intellectual property rights and all organizational elements that have a business- as well as its role increasing the market price of the company. The theoretical development is illustrated by a case study in particular: Adolfo Domínguez. It is noted that the assessments, using the same pattern but changing some parameters, vary in a range between about 43 and more than 61 million Euros. It is therefore concluded that, even in the most objective models appear subjective and economic circumstances that influence the market by providing higher valuations in good times and lower valuations in times of crisis.

Keywords: Brand value; Hirose; Economic conditions; finance (search for similar items in EconPapers)
JEL-codes: G3 L67 M31 (search for similar items in EconPapers)
Date: 2010-11-25
New Economics Papers: this item is included in nep-ipr, nep-pr~ and nep-mkt
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