Incorporando los riesgos del siglo XXI en la valuación de marcas

Luis Fernando Samper


Los intangibles son los activos más valiosos de las compañías. Sin embargo, los métodos tradicionales de valuación de marcas, desarrollados en el siglo XX, no incorporan los riesgos asociados con la globalización, el empoderamiento de los consumidores y las mayores exigencias de la sociedad a las empresas. Se propone una metodología para cuantificar los riesgos del “diálogo social” y su impacto en la reputación y en los negocios de las marcas e industrias, así como para calificar la calidad de sus políticas de sostenibilidad. De esta manera se miden más acertadamente los riesgos de marca y se obtiene una valuación que refleja las condiciones de operación del siglo XXI.

Palabras clave

Valor de marca, intangibles, diálogo social, riesgo de marca, sostenibilidad, metodologías de valuación

Texto completo:



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Publicado: 2017-12-12 11:41:55

Copyright (c) 2017 Luis Fernando Samper

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Última actualización: Diciembre 2017