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Factores que determinan la reputación de una marca

Author

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  • Janeth Campoverde

Abstract

A través de diversas metodologías se han crean varios modelos para realizar la valoración de marca, entre ellas encontramos: Metodología Interbrand, Metodología Red Trak, Irma, Equitrend, Merco, Método Brand Asset Valuator, estas varían dependiendo la finalidad y objetivo del caso de estudio. Esta valoración puede ser requerida en algunas situaciones como alianzas estratégicas, fusiones, vinculación de nuevos socios, estructuración de franquicias entre otras. Es importante considerar otros aspectos como el ámbito financiero, la protección legal y reconocimiento de marca.

Suggested Citation

  • Janeth Campoverde, 2018. "Factores que determinan la reputación de una marca," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 250, december.
    • Handle: RePEc:erv:observ:y:2018:i:250:05
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