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Coyuntura económica y variación en la valoración financiera de una marca
[Economic conditions and changes in the financial valuation of a brand]

Author

Listed:
  • Pérez Mantecón, María
  • Barajas, Angel

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.

Suggested Citation

  • Pérez Mantecón, María & Barajas, Angel, 2010. "Coyuntura económica y variación en la valoración financiera de una marca [Economic conditions and changes in the financial valuation of a brand]," MPRA Paper 27490, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:27490
    as

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    File URL: https://mpra.ub.uni-muenchen.de/27490/1/MPRA_paper_27490.pdf
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    References listed on IDEAS

    as
    1. Cravens, Karen S. & Guilding, Chris, 1999. "Strategic brand valuation: A cross-functional perspective," Business Horizons, Elsevier, vol. 42(4), pages 53-62.
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    More about this item

    Keywords

    Brand value; Hirose; Economic conditions; finance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • G3 - Financial Economics - - Corporate Finance and Governance

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