Valuing an intangible asset. Valuation of a brand name. Zara´s brand as an example
Abstract
The crisis has provoked an increase of company investments in intangible assets as the result
of reaching new forms of growth. Consequently, firm’s value relies decisively on the
valuation of these assets, which constitute an even greater appreciation combined to other
production agents. However, traditional models and understanding of enterprise value
undermines these assets that usually are left without being taken into account. The objective
of this paper is to establish a clear path to study intangible assets, focusing on the different
methodologies employed to assess the value of firm brand names. Further, it will summarize
the main ways to analyze an intangible asset with a focus on valuing brand names of firms,
centering later on the valuation of Zara’s brand as an example. Lastly a model is proposed
to evaluate the value of Zara as a brand name.
Trabajo Fin de Máster
Valuing an intangible asset. Valuation of a brand name. Zara´s brand as an exampleTitulación / Programa
Máster Universitario en FinanzasMaterias/ UNESCO
53 Ciencias económicas5304 Actividad económica
530401 Consumo, ahorro, inversión
5311 Organización y dirección de empresas
531106 Estudios de mercado
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