{"id":24337,"date":"2023-03-09T18:47:39","date_gmt":"2023-03-09T23:47:39","guid":{"rendered":"https:\/\/pdv-a.com\/?p=24337"},"modified":"2023-03-10T17:19:08","modified_gmt":"2023-03-10T22:19:08","slug":"metodos-de-valoracion-de-marcas","status":"publish","type":"post","link":"https:\/\/pdv-a.com\/en\/2023\/metodos-de-valoracion-de-marcas\/","title":{"rendered":"Methods of brand valuation"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-parallax-none nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-image: url(\"https:\/\/pdv-a.com\/wp-content\/uploads\/2023\/03\/Marcas.jpg\");background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:25%;padding-left:0px;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;'><div class=\"fusion-builder-row fusion-row\"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_1 fusion-builder-column-0 fusion-one-full fusion-column-first fusion-column-last 1_1\"  style='margin-top:0px;margin-bottom:20px;'><div class=\"fusion-column-wrapper\" style=\"padding: 5% 5% 0% 5%;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"   data-bg-url=\"\"><span style=\"margin-right:25px;float:left;\" class=\"fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><a class=\"fusion-no-lightbox\" href=\"https:\/\/pdv-a.com\/en\/\" target=\"_blank\" aria-label=\"PDVa\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/pdv-a.com\/wp-content\/uploads\/2020\/07\/thumbnail_PDVa-blanco-final-2020-e1595816525672.png\" width=\"400\" height=\"139\" alt=\"pdva valoraci\u00f3n de marcas\" class=\"img-responsive wp-image-22807\"\/><\/a><\/span><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-1 fusion-title-text fusion-title-size-one\" style=\"margin-top:10%;margin-bottom:0px;\"><h1 class=\"title-heading-left\" style=\"margin:0;\"><h2><strong><span style=\"color: #ffffff;\">Methods of brand valuation<\/span><\/strong><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 549px; top: 44.1597px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div><\/h1><div class=\"title-sep-container\"><div class=\"title-sep sep-\" style=\"border-color:#e2e2e2;\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><style type=\"text\/css\">.fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link) , .fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link):before, .fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link):after {color: #212934;}.fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link):hover, .fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link):hover:before, .fusion-fullwidth.fusion-builder-row-1 a:not(.fusion-button):not(.fusion-builder-module-control):not(.fusion-social-network-icon):not(.fb-icon-element):not(.fusion-countdown-link):not(.fusion-rollover-link):not(.fusion-rollover-gallery):not(.fusion-button-bar):not(.add_to_cart_button):not(.show_details_button):not(.product_type_external):not(.fusion-quick-view):not(.fusion-rollover-title-link):not(.fusion-breadcrumb-link):hover:after {color: #ff7700;}.fusion-fullwidth.fusion-builder-row-1 .pagination a.inactive:hover, .fusion-fullwidth.fusion-builder-row-1 .fusion-filters .fusion-filter.fusion-active a {border-color: #ff7700;}.fusion-fullwidth.fusion-builder-row-1 .pagination .current {border-color: #ff7700; background-color: #ff7700;}.fusion-fullwidth.fusion-builder-row-1 .fusion-filters .fusion-filter.fusion-active a, .fusion-fullwidth.fusion-builder-row-1 .fusion-date-and-formats .fusion-format-box, .fusion-fullwidth.fusion-builder-row-1 .fusion-popover, .fusion-fullwidth.fusion-builder-row-1 .tooltip-shortcode {color: #ff7700;}#main .fusion-fullwidth.fusion-builder-row-1 .post .blog-shortcode-post-title a:hover {color: #ff7700;}<\/style><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;'><div class=\"fusion-builder-row fusion-row\"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_1 fusion-builder-column-1 fusion-one-full fusion-column-first fusion-column-last 1_1\"  style='margin-top:0px;margin-bottom:0px;'><div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"   data-bg-url=\"\"><div class=\"fusion-text\"><h5>Existen varios m\u00e9todos de valoraci\u00f3n de marcas. Cada uno de ellos tiene sus ventajas y desventajas a la hora de valorar una marca. Un m\u00e9todo de valoraci\u00f3n de marcas que sea adecuado para una marca puede no ser el mejor para otra. Se debe ejercer juicio para asegurarse de que se utilice el m\u00e9todo de valoraci\u00f3n de marca sm\u00e1s adecuado.<\/h5>\n<p>Los principales m\u00e9todos de valoraci\u00f3n de marcas son:<\/p>\n<ul>\n<li><strong>M\u00e9todos de valoraci\u00f3n de marcas basados en ingresos<\/strong><\/li>\n<\/ul>\n<p>M\u00e9todo de regal\u00edas: este m\u00e9todo de valoraci\u00f3n de marcas se basa en cu\u00e1nto tendr\u00eda que pagar el propietario de la marca para usar su marca si la licenciara de un tercero.<\/p>\n<p>Discounted Cash Flow (DCF) Analysis to Capitalize Future Cash Flows with Brand. Excess Earnings Method: This brand valuation methodology calculates earnings above the earnings required to attract an investor, using the estimated rate of return based on the current value of assets employed. It is assumed that these excess earnings are attributable to intellectual property or the brand.<\/p>\n<p>M\u00e9todo de prima de precio: este m\u00e9todo de valoraci\u00f3n de marcas se basa en una capitalizaci\u00f3n de las primas del flujo de ganancias futuras atribuibles a la marca de un negocio por encima de los ingresos de un negocio gen\u00e9rico sin marca. M\u00e9todo de capitalizaci\u00f3n de ganancias hist\u00f3ricas: este m\u00e9todo de valoraci\u00f3n de marca se basa en la capitalizaci\u00f3n de las ganancias obtenidas por la marca.<\/p>\n<ul>\n<li><strong>M\u00e9todos de valoraci\u00f3n de marcas basados en el mercado<\/strong><\/li>\n<\/ul>\n<p>M\u00e9todo de relaci\u00f3n precio-ganancias (P\/E): es un m\u00e9todo de valoraci\u00f3n de marcas basado en el m\u00faltiplo P\/E de la marca. Este m\u00e9todo se utiliza para estimar el valor de una marca al multiplicar las ganancias anuales de la marca por un m\u00faltiplo de la relaci\u00f3n precio-ganancias.<\/p>\n<p>The P\/E multiple is calculated by dividing the current market price of a company's stock by its earnings per share (EPS). This multiple is used as a benchmark to compare similar companies and establish a relationship between a company's stock price and its potential future earnings.<\/p>\n<p>En el caso de la valoraci\u00f3n de marcas, el m\u00faltiplo P\/E se utiliza para estimar el valor de la marca en funci\u00f3n de las ganancias futuras que se espera que genere. Si se determina que una marca tiene un alto potencial de crecimiento de las ganancias futuras, se puede aplicar un m\u00faltiplo P\/E m\u00e1s alto para obtener una valoraci\u00f3n m\u00e1s alta de la marca.<\/p>\n<p>It is important to note that the P\/E method is just one of many brand valuation methods available and is not suitable for all brands. The P\/E method is based on the historical earnings of the brand and does not take into account factors such as competition, innovation, and market trends. Therefore, it should be used in combination with other methods to obtain a more accurate brand valuation.<\/p>\n<ul>\n<li><strong>M\u00e9todos de valoraci\u00f3n de marca basados en costos<\/strong><\/li>\n<\/ul>\n<p>Replacement Cost Method: The replacement cost method is a brand valuation methodology based on the cost required to build or recreate the brand from scratch, rather than valuing it based on its income or earnings. This method is based on the principle that the brand has an intrinsic value that should be measured by the cost required to create a brand with a similar value in the market.<\/p>\n<p>To calculate the value of the brand using the replacement cost method, the cost of developing a comparable brand from scratch must be determined, taking into account factors such as investment in advertising and marketing, research and development, design, and any other expenses necessary to build the brand. This cost is used to establish a basis for brand valuation, although this method may be less precise than other brand valuation methods based on income or earnings.<\/p>\n<p><strong>Which Brand Valuation Method to Use?<\/strong><\/p>\n<p>There is no one brand valuation method that is appropriate for all brands. Each method has its pros and cons, and the most suitable method will depend on the type of brand and the purpose of the valuation.<\/p>\n<\/div><div class=\"fusion-text\"><p>Para solicitar una cotizaci\u00f3n de valoraci\u00f3n de marca, simplemente, complete el formulario \u00abContactar\u00bb. Alternativamente, cont\u00e1ctenos para una consulta de valoraci\u00f3n de marca sin compromiso o HAGA una pregunta.<\/p>\n<div class=\"post-content\">\n<p><strong>Notes<\/strong><\/p>\n<p><a href=\"https:\/\/www.appraisalinstitute.org\/\" target=\"_blank\" rel=\"noopener\">The Appraisal Institute is the nation\u2019s largest professional association of real estate appraisers, offering MAI, SRA, AI-GRS, and AA-RRS designations.<\/a><\/p>\n<p><a href=\"https:\/\/www.appraisalinstitute.org\/assets\/1\/7\/AI_Brand_Guidelines_2017.pdf\" target=\"_blank\" rel=\"noopener\">2017 Brand Guidelines Update<\/a><\/p>\n<p><a href=\"https:\/\/themasb.org\/wp-content\/uploads\/2017\/04\/Sinclair-and-Keller-JBM-2016.pdf\" target=\"_blank\" rel=\"noopener\">Brand value, accounting standards, and mergers and acquisitions:<\/a><\/p>\n<p class=\"product-detail__title\"><a href=\"https:\/\/hbsp.harvard.edu\/product\/518086-PDF-ENG\" target=\"_blank\" rel=\"noopener\">The Art and Science of Brand Valuation<\/a><\/p>\n<p><a href=\"https:\/\/hbr.org\/2022\/09\/do-you-know-how-much-your-business-is-worth\" target=\"_blank\" rel=\"noopener\">Do You Know How Much Your Business Is Worth?<\/a><\/p>\n<p><strong>Web,s<\/strong><\/p>\n<p><a href=\"https:\/\/akademiun.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/akademiun.com<\/a>\u00a0|\u00a0<a href=\"https:\/\/avacum.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/avacum.com<\/a>\u00a0|\u00a0<a href=\"https:\/\/hbr.org\/\" target=\"_blank\" rel=\"noopener\">https:\/\/hbr.org<\/a><\/p>\n<\/div>\n<p><a href=\"https:\/\/pdv-a.com\/en\/\">www.pdv-a.com<\/a><\/p>\n<div class=\"post-content\">\n<p>www.<a href=\"http:\/\/akademiun.com\/\" target=\"_blank\" rel=\"noopener\">akademiun.com<\/a><\/p>\n<p>mail a:\u00a0<a href=\"mailto:info@pdv-a.com\">info@pdv-a.com<\/a>,\u00a0<a href=\"mailto:info@akademiun.com\">info@akademiun.com<\/a><\/p>\n<\/div>\n<div class=\"fusion-sharing-box fusion-single-sharing-box share-box\"><\/div>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":24340,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[268,673],"tags":[635,597,644],"class_list":["post-24337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finanzas-corporativas","category-valoracion-de-empresas-y-activos","tag-finanzas-corporativas","tag-mercados-financieros","tag-valoracion-de-empresa"],"_links":{"self":[{"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/posts\/24337","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/comments?post=24337"}],"version-history":[{"count":3,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/posts\/24337\/revisions"}],"predecessor-version":[{"id":25577,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/posts\/24337\/revisions\/25577"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/media\/24340"}],"wp:attachment":[{"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/media?parent=24337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/categories?post=24337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pdv-a.com\/en\/wp-json\/wp\/v2\/tags?post=24337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}