Valor de la marca Cálculo

1. Joel Enrique Vázquez Calzada
The brand value
Brand equity is the added value it provides to the product, as perceived by the
consumer. It will be established to the extent that it can be known and measured
what kind and degree of satisfaction resulting in consumers and how it affects their
responses.
The brand equity can be considered as a set of assets and liabilities linked to it,
which incorporate or decrease the value.
Marques deviennent souvent les actifs les plus précieux que les entreprises
possèdent mais la vérité est que personne ne peut déterminer avec précision ce
qui est ce qui donne vraiment de la valeur pour eux et pourquoi.
La lealtad por las marcas es lo que más atrae a los expertos en marketing y la
publicidad. Son los llamados lovemarks que inspiran “lealtad más allá de la razón”.
Las marcas son una promesa a los consumidores y en muchas ocasiones sirven
como póliza de seguro.
Interbrand brand value by multiplying the difference between profit (EBIT) brand
and profits (EBIT) of private label by a multiple. This multiple is obtained by
quantifying the factors that according to Interbrand, determine the strength of the
brand
Interbrand method
Brand A.
International brand in the field of toiletries founded many years ago. The brand
was and is the number one or number two, depending on the countries.
Mark B.
leader in the food sector national brand. It operates on a traditional and stable
market, but where tastes are changing from traditional products to other
prepared food or convenience foods.
1.-Millward Brown. (24/05/11).Los tres pasos para calcular el valor de tu marca. 24/05/11,de ELOGIA
Sitio web:http://elogia.net/blog/tres-pasos-calcular-valor-marca/

2. Mark C.
Secondary national brand drinks but with good potential for growth, launched
five years ago.
Mark D.
minority but stable regional brand, which operates in a fragmented market but
also stable.
According to Millward Brown, the brand value is calculated in three steps1:
1. Earnings brand
What percentage of a company's earnings is generated "under the banner
of the brand"? -First, the percentage of total revenue generated by each
company's brand is identified; for example, in the case of Coca-Cola, some
revenues come from sub-brands such as Fanta, Sprite, Minute Maid or.
From these earnings brand, we subtract capital expenditures and investment
for the real value of the company
2.- Contribution brand
What part of this revenue they are generated by the bond of the brand with
your customers?
Only part of these gains can be regarded as driven by the brand. This is the
"Brand Contribution" and is set by the market analysis of the country and the
brand
3.-Multiple brand
What is the potential for earnings growth driven by the brand?
In the last step, the growth potential of these brands is studied, depending on
their income, studying its growth opportunities and barriers for the brand and
making financial projections based on consumption data.
2.- Philip Kotler, Kevin Lane Kaller. (2006). Dirección de Marketing. México: Pearson.

3. As the power of a brand lies in the minds of consumers and there is a large
difference in response to marketing efforts of the company. There are two basic
approaches to estimate the value of the brand. The indirect approach is to
estimate the potential sources of brand equity, identifying and controlling
structures brand awareness of consumers2
Three methods
Hugo Murillo, an expert appraiser brand explains that there are three systems
to know the real value of an intangible asset as a brand.3
1. Method of costs. Creating a brand involves a cost that ranges from how it
arises the name and logo, so much has been invested in position it in the
market. This way of calculating costs is recommended for newly established
brands.
"There are people who are dedicated to building brands and then record them
and sell them," said Murillo.
The method takes into account factors such as the cost of the graphic designer
responsible for the logo and corporate colors, the salary of those ideas to the
name, and spending on advertising and marketing.
The appraiser will ask for proof of how much it will cost to create and develop
the brand, and the invoice of services Designer and budgets of your advertising
and marketing campaigns. The more accurate you are, the more reliable the
result.
2. Market method. The important thing here is to know how valuable brands of
products and / or similar services which will be valued.
Public hall conducts market research that will bring the value closer to reality.
The accuracy of the result depends on the size of the sample being analyzed.
To tell Murillo, this system is recommended when it comes to value tangible
assets such as property, but it also applies to brands.
3.- Por Marisa S. (27/02/2011). Conoce el valor de tu marca. ENTREPENEUR, 24, 28.

4. To do this, information on how brands of the sector are listed in a certain period
of time is required. Ideally cheer on your public hall with market data, because
the more samples are taken, the more accurate the final value.
3. Income capitalization method. It is the most robust since, besides Zintangible
values.
What stands out most about this system is that projects the value of the brand
in the future, that is, is achieved estimate the growth potential intangible asset.
"You calculate the expected revenue, will you apply the capitalization rate and
get the value of your brand on track," said the specialist.
To make the calculation you will need to submit financial statements for the last
five financial years audited. You may also need financial statements that reflect
how your brand bill specifically for business.
Perhaps the hardest part is deciding which methods to use to calculate the
value of a brand for your business. Since no two cases are alike, experience,
and a combination of science and art, determines the use of one of the main
methods: 4
1. Present value of estimated future cash flows;
2. market multiples of comparable cases;
3. Set value of assets, the least common of all methods
4.- Felipe Chapman. (Diciembre 2011). ¿Cómo se calcula el valor de una marca? > . En Exclusiva, 21, 25.

5. It is very important for companies to brand value, as is the ability to charge
more for their product and is a factor that directly affects the value of any
business undoubtedly marks are very powerful tools when they are already
established and develop consumer confidence.