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The valuation of a brand begins with the name itself and Forbes has its list based on the market value of the companies considered.
Brand Finance focus your Dear of the impact that a brand has, in the value that it concentrates by itself.
For kantarthe value of a brand is estimated in the growth of its value.
measure to one brand and know appreciate their active They are processes that contribute to the recognition of its name as a company and thus to be able to appreciate the company in the market in which it competes, where not only recognize that its strength is important, but also the techniques and new trends that are used in the market. The National Congress of Digital Marketing It will help you adopt them.
To measure how it works, knowing how to identify the assets of a brand is essential, kantar ensures that the most valuable brand in the world is Cartier and he argues that it is if we take into account the growth in its value all this time.
The valuation of Cartier as a brand that deserves to be recognized for its growth in 88 percent (exceeding even Youtube, 83 percent), has led it to reacquire valuable pieces that it has sold to great celebrities, to exalt its value as a luxury brand through historical pieces. She has known how to value her assets.
Javier Abeijón Vázquez, General Director of Tasvalúo, a company dedicated to asset valuation, explains that positioning a brand can start in at least two ways. The first is simple in recommendation, but not in action, since it requires having a reliable source of information to carry out transactions in the brand.
“What is the value of my company? What asset is best for me to tax to obtain a loan? Are my transfer values correct?”, recommends wondering Drone.
Another element that helps in the positioning of a brand is the narration of market data, but in an appropriate way, answering key questions such as: “when to invest? What is the best or highest use I can give this asset? How to analyze my competition or how to know the viability of a project at a given time?
Merca2.0 – When we talk about special appraisals, what do they refer to?
Javier Abeijón – We understand as a special or specialty appraisal, one that goes beyond the standard –understanding by standard, the work of appraisal of homes, real estate developments, hotels, hospitals, etc.–. Here, in specialty appraisal we could include the appraisal of a brand, a patent, real estate feasibility studies, appraisal with inventory and asset listing, or appraisal of a company’s production line. The variants are very diverse and as each job seeks to meet a particular objective for each of our clients, they are solutions developed to measure, so no two are alike.
Merca2.0 – What are the special appraisals that are carried out most frequently in Mexico?
HA – In this case we cannot speak of a particular type, but if I had to look for common elements among the specialty jobs requested, these are normally in the real estate field and where the client needs support to interpret market information and make decisions.
Merca2.0 – Approximately how much capital is discussed in the special appraisals section?
HA – In our case, this type of appraisal represents approximately 30 percent of our business volume. In reality, we cannot speak of capital in absolute terms, since there are cases where it is not about calculating the value of an asset, but about obtaining and interpreting market information to find out the best and best use of an asset or analyze whether a real estate project can be considered viable in specific market circumstances.
Merca2.0 – In your experience as a consultant, how do Tasvalúo’s services help in sales? What helps companies promote such an asset? What resources have helped in the sale of this type of asset?
HA – The first thing we must know for the sale or purchase of an asset is its market value. In other words, what amount would a potential buyer be willing to pay under normal market conditions. With this we have greater guarantees to carry out the transaction reliably and within a reasonable period of time, avoiding obsolescence or deterioration in value due to age. For the purchase or sale of certain assets, this data is very clear, for example, a vehicle or any new appliance that we can find on the market.
(…) This is complicated when it comes to specialized and/or used machinery such as a tunnel boring machine, a printing press or a cargo ship, etc. In this case, having an independent expert who can analyze the state of the asset together with market information and thus obtain a reliable value, is essential to be able to materialize the transaction with guarantees.
The valuation is without hesitation a recognition of the performance of a brand and its ability to grow in the market not only with cases such as Cartier, which climbed in value due to the growth that this concept has had. It helps to know the work of valuation of the assets of a brand to appreciate it, as the Tasvalúo spokesperson has said, however, what is essential is that just as a good valuation of the assets of your brand has an impact on its positive influence, knowing all the news in digital marketing becomes crucial, so you have an obligatory appointment in the next National Congress on Digital Marketing organized by Merca2.0.
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