Real Options Approach to Financial Valuation of Brands
Intangible assets are an important component of the market value of a company, particularly in brands which represent the competitive advantage of the company; however, both Accounting and Finance face a great challenge when trying to value them. The methods which have been proposed by the literatur...
- Autores:
-
Yessica González Londoño
Mauricio Zuluaga Carmona
Cecilia Maya Ochoa
- Tipo de recurso:
- Fecha de publicación:
- 2019
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- spa
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/13972
- Acceso en línea:
- http://hdl.handle.net/10784/13972
- Palabra clave:
- Asset Pricing
Marketing
Intangible assets
brands
financial valuation of intangibles
compound real options
Clasificación JEL
G1
G12
M31
O34
Activos intangibles
marcas
valoración financiera de intangibles
valoración de activos financieros
opciones reales compuestas
marketing
JEL G1
G12
M31
O34
- Rights
- License
- Copyright © 2012 Yessica González Londoño, Mauricio Zuluaga Carmona, Cecilia Maya Ochoa
| Summary: | Intangible assets are an important component of the market value of a company, particularly in brands which represent the competitive advantage of the company; however, both Accounting and Finance face a great challenge when trying to value them. The methods which have been proposed by the literature appear to be subjective, limited, and based on some theoretical errors. Their use is mainly circumscribed to the management of intangibles. This paper proposes a methodology for the financial valuation of brands based on the application of a compound real option model to a patent valuation, acknowledging the similarities in their construction. Later, an application to an insurance company is presented. |
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