Economic Conditions and Changes in the Financial Valuation of a Brand (Coyuntura Económica y Variación en la Valoración Financiera de una Marca)

15 Pages Posted: 3 Dec 2010

See all articles by María Pérez Mantecón

María Pérez Mantecón

University of Vigo

Ángel Barajas

National Research University Higher School of Economics, SPB; National Research University Higher School of Economics - International Laboratory of Intangible-driven Economy

Date Written: December 1, 2010

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.

Note: Downloadable document is in Spanish.

Keywords: Brand value, Hirose, Economic conditions, finance

JEL Classification: G3, M31, L67

Suggested Citation

Pérez Mantecón, María and Barajas Alonso, Ángel, Economic Conditions and Changes in the Financial Valuation of a Brand (Coyuntura Económica y Variación en la Valoración Financiera de una Marca) (December 1, 2010). Available at SSRN: https://ssrn.com/abstract=1718254 or http://dx.doi.org/10.2139/ssrn.1718254

María Pérez Mantecón

University of Vigo ( email )

E.U. de Enx. Técn. Industrial.
Vigo, Pontevedra E-36200
Spain

Ángel Barajas Alonso (Contact Author)

National Research University Higher School of Economics, SPB ( email )

3A Kantemiroskaya
Saint Petersburg, 194100
Russia

HOME PAGE: http://www.hse.ru/en/staff/barajas

National Research University Higher School of Economics - International Laboratory of Intangible-driven Economy ( email )

Lebedeva,27
Perm, Perm 614070
Russia

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