El Método Hirose de Valoración Financiera de Marcas y sus Limitaciones: Aplicación al Caso Adolfo Domínguez (Hirose Method for Brand Valuation and Its Limitations: Application to Adolfo Dominguez Case)

Harvard Deusto Business Research Vol. 1, No. 1, pp. 52-62, May 2012

11 Pages Posted: 30 Jun 2012 Last revised: 14 Oct 2014

See all articles by Ángel Barajas

Ángel Barajas

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

María Pérez Mantecón

University of Vigo

Date Written: April 30, 2011

Abstract

La valoración financiera de una marca puede variar notablemente en función de la situación económica. Después de explicar el concepto de marca orientado desde una perspectiva financiera, se presenta el modelo de valoración empleado: el método Hirose. Dicho modelo se aplica a un caso de estudio – la marca Adolfo Domínguez – y sirve para mostrar que, modificando algunos parámetros de cálculo, los valores oscilan entre casi 43 millones de euros y más de 61. Se concluye que existen componentes subjetivos y que las circunstancias económicas del mercado influyen en la valoración, proporcionando valores más altos en épocas de bonanza y valores más bajos en épocas de crisis.

The financial valuation of a brand can vary greatly depending on the economic situation. The concept of brand is explained from a financial perspective. The Hirose method of brand valuation is introduced. Through a case study in particular it is shown that the valuation of Adolfo Domínguez, changing some parameters, is in a range between about 43 and more than 61 million Euros. Thus, we conclude that some subjective and economic circumstances influence by providing higher valuations in good times and lower valuations in crisis times.

Note: Downloadabale document is in Spanish.

Keywords: Valuation, brand, Hirose method, economic situation

JEL Classification: G3, M31, L67

Suggested Citation

Barajas Alonso, Ángel and Pérez Mantecón, María, El Método Hirose de Valoración Financiera de Marcas y sus Limitaciones: Aplicación al Caso Adolfo Domínguez (Hirose Method for Brand Valuation and Its Limitations: Application to Adolfo Dominguez Case) (April 30, 2011). Harvard Deusto Business Research Vol. 1, No. 1, pp. 52-62, May 2012, Available at SSRN: https://ssrn.com/abstract=2096327

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

María Pérez Mantecón

University of Vigo ( email )

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

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